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CRM Business Requirements Development
Customer Relationship Management (CRM) is the cornerstone of eBusiness
integration into the call center. It is both a business strategy and its
supporting applications. It enables companies to manage the total relationship
with customers, a 360-degree view. Nothing else has the potential to link
disparate processes and databases across multiple organizational channels the
way CRM can.
With all this potential, why do 7 out of 10 CRM projects fail to deliver the
results planned? One key reason is the lack of a clear customer contact vision.
In the rush to get into the eBusiness space, for many projects, time is not
spent on the front-end to define the adjusted customer-related business
processes. Although CRM requires technology to support the applications, it is
not about the technology. It's about the customer. We understand that.
Although the track record for CRM projects is less than stellar, there is no
question that CRM is an integral part of the eBusiness service model - a
competitive imperative! The question is not "if" but "how"
companies can achieve the benefits that are possible.
Our Area of Expertise
We are very focused in the type of assistance we provide to clients in their
CRM projects. Our approach is to develop the strategic assessment and the
business requirements by analyzing the customer contact processes. Extensive
mapping of business requirements is involved to define the "gap
analysis", the difference between the "as is" and "to
be" customer contact processes. It is critical to redesign the gaps in
the future processes. This step is often skipped to get a CRM project off the
ground quickly. The result is automating broken processes, or to put it bluntly,
"paving the cow path." We help our clients avoid this mistake
through extensive business process redesign prior to application development.
Our in-depth knowledge of call center processes enables us to assist clients
in redesigning their "to be" contact processes from a customer
perspective. Once processes have been redesigned, we use conventional data
mapping so that standard CRM applications can be considered. CRM business
requirements are developed at a client's site by our team of experienced
consultants. This approach provides efficient access to information, data,
workflow processes, existing systems, and client personnel for the most
effective approach.
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