BHAGWAN MAHAVIR COLLEGE

OF
COMMERCE AND MANAGEMENT
STUDIES

COURSE: SYBMS (SEM-IV)

SUBJECT: CUSTOMER RELATIONSHIP MANAGEMENT
UNIT– 4: CRM IMPLEMENTATION
PREPARED BY: KHUSHBOO LALWANI

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 Contents
4.1 Choosing the right CRM Solution ...................................................................................................... 2
4.2 Framework for Implementing CRM Step-by-Step Process: Five Phases of CRM Projects ................ 3
 Planning Phase: ........................................................................................................................... 3
 Analysis Phase: ............................................................................................................................ 3
 Design Phase: .............................................................................................................................. 4
 Implementation Phase: ............................................................................................................... 4
 Maintenance Phase: ................................................................................................................... 4

4.1 Choosing the right CRM Solution

CRM (Customer Relationship Management) implementation is the process of adopting a

CRM system in an organization to manage customer interactions, customer data, and
customer lifecycle. Here are the steps involved in CRM implementation:

1. Define goals and objectives: The first step in implementing a CRM system is to define the
goals and objectives that the organization wants to achieve. The goals could be to increase
customer satisfaction, improve sales, enhance customer engagement, or reduce customer
churn.
2. Assess current processes: The next step is to assess the current processes and systems in the
organization. This includes identifying the areas that need improvement and evaluating the
current customer data management processes.
3. Choose a CRM system: Once the goals and objectives are defined, and the current processes
are evaluated, the organization needs to choose a CRM system that fits their requirements.
The CRM system should be customizable, user-friendly, and have the necessary features to
meet the organization's goals and objectives.
4. Plan and prepare for implementation: After choosing a CRM system, the organization needs
to plan and prepare for implementation. This includes setting up a project team, defining
timelines, identifying roles and responsibilities, and training the employees.

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5. Data migration: Data migration involves transferring customer data from the existing system
to the new CRM system. This is a critical step as it ensures that the new system has all the
necessary customer data.
6. Configure the CRM system: The CRM system needs to be configured according to the
organization's requirements. This includes setting up workflows, creating custom fields, and
defining user roles and permissions.
7. Test and validate: The CRM system needs to be tested and validated to ensure that it meets
the organization's requirements. This includes testing the system for bugs, user acceptance
testing, and data validation.
8. Rollout and training: After testing and validation, the CRM system is rolled out to the
organization. Employees need to be trained on how to use the system effectively.
9. Monitor and optimize: Once the CRM system is implemented, it needs to be monitored and
optimized continuously. This includes tracking user adoption, analyzing customer data, and
making necessary changes to the system.

4.2 Framework for Implementing CRM Step-by-Step Process: Five

Phases of CRM Projects
Here is a step-by-step process for implementing a CRM system using the five phases of
CRM projects:

 Planning Phase:
1. Define project objectives, scope, and requirements
2. Identify stakeholders and establish a project team
3. Create a project plan, define budget, and establish timeline
4. Identify potential risks and create a risk mitigation plan

 Analysis Phase:
 Conduct a detailed analysis of existing processes, systems, and data
 Identify customer data that needs to be collected, organized the data, and identify any data
gaps or inconsistencies
 Analyze customer behavior and preferences to determine types of CRM tools and features
that will be most effective.

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  Design Phase:
 Design the CRM system based on the analysis of existing processes, data, and customer
behaviour
 Create workflows, define business rules, and design user interfaces
 Define data migration and integration requirements

 Implementation Phase:
 Build and configure the CRM system based on design specifications
 Install hardware and software, configure the system, and integrate it with other systems
 Test the system thoroughly to ensure it meets requirements

 Maintenance Phase:
 Maintain and support the CRM system to ensure it continues to meet business requirements
 Monitor the system, resolve issues, and provide ongoing support to users
 Gather feedback from users and stakeholders to identify opportunities for improvement and
optimize the system accordingly

Throughout the implementation process, it's important to involve stakeholders and end-users,
communicate progress regularly, and provide training and support to ensure successful
adoption of the CRM system. By following this step-by-step process, organizations can
effectively implement a CRM system and improve customer relationships, sales, and overall
customer experience.