CRM Checklist Manifesto

Dears,

Hope everyone is quite busy with their checklist for this year of do’s and don’ts which we learn from every past year and look forward to do things better than ever. I recently read a book “ The Checklist Manifesto “ by Atul Gawande and one key take away from it is every profession needs to have a checklist to get things right and not to blame it on ineptitude for misgivings. This one made me think a little deeper about to how make a checklist to do the CRM right and if not it covers everything atleast some key ones for the IT leaders to enable them to do the crm the right way.

CRM is a business strategy that optimizes profitability, operational efficiency and customer satisfaction by implementing customer-centric processes. The Eight Essential Building Blocks of CRM initiatives are: vision, strategy, customer experience, organizational collaboration, processes, information, metrics and technology. CRM projects encompass traditional areas, such as sales force automation, campaign management and customer contact centers, as well as emerging technologies that enable e-commerce, enterprise feedback management, marketing resource management, pricing, performance management and social media.

CRM Checklist Manifesto for CIOs

When designing and implementing CRM programs, CIOs should consider the following factors:

• Profitability. Determine which areas of your company's operations need the most improvement: sales, marketing or customer service.
• The business case. Be prepared to justify the cost of CRM initiatives. Be sure to consider which processes can be automated and which require IT personnel.
• Enterprise vision and vendor selection. Determine the right CRM vendor(s) to meet enterprise objectives and requirements.
• Metrics to measure success. Establish a vision and strategy with a clear set of objectives that can be measured. Adjust metrics as needed to ensure ongoing commitment to CRM success.
• Accountability. Review the best practices associated with thriving CRM programs. Hold key stakeholders accountable for implementing these practices and processes.

CRM Checklist Manifesto for IT Leaders

When designing and implementing CRM initiatives, IT leaders should consider the following factors:

• The business case. Build a business case to justify the cost of CRM initiatives. Be sure to include a clear set of objectives and metrics to gauge the program's progress.
• CRM processes. Determine which processes need to be automated, and the information and technology requirements.
• Internal support. Gain appropriate organizational buy-in and collaboration. Seek executive support for CRM, as well as endorsements from end users.
• Vendor selection. Determine the right CRM vendor(s) to meet the organization's CRM objectives and requirements. Consider future program needs, as well as immediate actions.
• Accountability. Make note of the best practices for a successful CRM program. Align team goals with the processes and practices essential to consistent, effective performance.

Checklist Manifesto for CRM Initiative

Exemplary CRM initiatives typically cross departmental boundaries within organizations. Follow these six fundamental Checklists to implement CRM programs that can evolve as your organization grows:

• Strategize and Plan: Draft a charter to gain agreement on the vision and mandate behind the initiative, in alignment with business goals. Scope the project, and establish resources, a budget and governance systems. Integrate the project with strategic IT and business plans.
• Architect Solution: Define the architecture, technology and standards for the project. Model business requirements, and detail specifications for solution delivery. Recommend deployment options. Define process detail and performance metrics. Communicate the plan.
• Select Solution: Set requirements, and issue RFPs. Analyze market intelligence. Evaluate vendor/service provider options. Choose technologies and vendors/service providers. Negotiate SLAs and contracts.
• Build: Design the technology implementation. Develop simple rules, workflows, forms and user interfaces. Identify and manage risks. Define organizational and governance structures. Maintain contact with key business users throughout the build phase.
• Deploy: Staff and manage the implementation. Coordinate solution deployment based on the implementation road map. Train users. Seek feedback from users. Monitor risks.
• Operate and Evolve: Operate and manage the implementation. Revise in response to feedback, risks and changing business requirements. Measure performance. Monitor use and compliance. Develop skills and define best practices for users. Refine governance processes.

Every professional set out to achieve more and perfect the art of delivering the services without ineptitude .The checklist will help us to ensure consistency and taking control of the knowledge we have gathered over years of experience.  Good Luck

Loving P&C

DC*