Concept

From strategy to implementation

The CRM targets, the scope of CRM deployment and the individual stages involved are specified in the strategy-development stage on the basis of the CRM potential. The CRM implementation concept includes descriptions of detailed scenarios for the most important processes and those that are to be introduced at the beginning according to the step-by-step plan.

To complete the descriptions of the CRM scenarios, the specialist departments and the project team have to demonstrate in concrete terms how a planned benefit can be achieved in practice. The descriptions might specify exactly what needs to be done, and what information would be required, for example. The benefits of this are twofold: as those writing the descriptions are not simply copying buzzwords from CRM texts, false expectations are avoided, and the fact that software cannot solve every single problem is emphasised. Exactly what will be required from organisational changes and change management steps is made clear early on.

This combination of a documented CRM strategy and an implementation concept for the most crucial processes replaces the classic functional specification document if software is being selected. It also provides a much better basis for evaluating alternative options.

The diagram below illustrates the topics that need to be taken into consideration for the CRM definitions.

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