CRM Project

Project: Customer Relationship Management System

Manager:
Updated:

Contents of Document:

CRM PROJECT ............................................................................................................1

CONTENTS OF DOCUMENT:
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1. BACKGROUND............................................................................................................2
2. What is CRM?....................................................................................................2
3. PROJECT / SYSTEM OBJECTIVES....................................................................................3

INCREASE ERROR FREE RATE................................................................................3

4. SCOPE.......................................................................................................................4
5- RESOURCE REQUIREMENTS...........................................................................................6

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1. Background

Most IT Companies are still a long way from getting the ‘single customer view’. The
CRM system will provide administrative staff with a single interface from which to
access to the information needed quickly to make business decisions, , process work
and target marketing campaigns while monitoring the outcome of all of these
functions. The CRM offers a secure environment, which can be accessed through the
Internet.

2. What is CRM?

In addition to all the usual customer care principles, CRM includes the storing of
customer information in a database (or data warehouse) and using the information in a
way that improves the customer's “experience”. The principal aim of CRM is a
mutually beneficial relationship with the most potentially valuable customers. It is a
series of continuous customer interactions with the goal of increasing a customer’s
long-term value to the organisation. Customers are developed and retained through
increased satisfaction and loyalty.

Building on traditional customer service principles, the extra, new ingredient with
CRM is the ability to store and retrieve customer information in a way that improves
customer service. In an ideal world, this data will be integrated with operational
processes to give a seamless interface from enquiry to delivery of products or
services. CRM is therefore based on the idea of tailoring your response to each
customer's profile using information collected about that customer.

“Customer Relationship Management is not just about how a company communicates

with its customers through advertising, direct marketing and customer services. It is a
much broader commitment to organise a company around its customers in order to
anticipate individual needs whilst providing the organisational structure to deliver on
the marketing promise.”

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3. Project / System Objectives

• Reduce operating costs by 20%

• Increased capacity by 30%
• Integration of similar processes performed by multiple departments
• Provide opportunities to support cross-selling and market penetration activities in
the call center
• Reduce transaction time
Increase error free rate
• Improve external customer service rankings
• Improve overall customer satisfaction through increased customer service

It is hoped that implementing the CRM system will contribute to the following over
arching requirements and more specific business objectives:

Some of the overall target business requirements for the CRM module are listed
below:

• Improves Customer Service

- Ensures that issues are identified and dealt with in a timely fashion.
- Handshaking between sales and operations gives real-time intelligence
from sales through fulfillment.
- Provide a better level of customer service and the ability to look at a
customer’s entire ‘history’ from a single interface.
-
• Improves Workforce Efficiency and Increases Revenue

- Centralized source of information makes for a seamless transition when a rep

leaves the company.
- Management has gained clear insight into its sales pipeline, activities, and
successes
- With improved productivity, the company easily identifies and prioritizes new
opportunities
- Helps sales reps develop and maintain strong relationships with customer
- Reduce administration workload by streamlining businesses processes
- Reduce marketing administration costs
- Identify key potential customers and increase the success rate of
marketing campaigns. Also, to manage and maintain these campaigns
and events.
- Track leads, issues and problems and automate responses.
- Increase efficiency and productivity of administration and customer
facing staff

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 • Creates Credibility with Customers
.
- Demonstrate to customer’s company commitment to service and
accountability.
- Provide sales representatives with additional credibility as they
approach potential customers.

4. Scope

Implement Micrsoft Dynamic CRM solution to replace existing customize System,

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5- Resource Requirements

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