CRM Roadmap
Methodology
Nicole Wieberneit
Agenda
1.Objectives
2.Approach
3.Work Plan and Framework
3
Objectives
Objectives – Roadmap enablement Assessment
Key Objectives
• Form initiatives/possible projects so that the requirements around
customer portal, call center and segmentation/marketing are well
put together
• Ensure prudent management decisions, in terms of business
process development and with corresponding IT support
• Ensure Business-IT alignment (i.e., IT projects relate to areas that
business values the most)
• Prioritise the business issues that require attention and provide a
Roadmap for resolution
• Buy in from business to ensure support for the initiatives
• Determine the management options for undertaking the business
improvement initiatives
5
Approach
Approach to Scoping Projects and Roadmap
Select stakeholder
Planning
Collect data
Identify and Design
Define
Opp
Prioritise
7
Categorise
Evaluate
Opp
Opp to
Funnel
Identification & Selection of Team
Get relevant information about
• Business issues
• Missing functionality
• Strategic importance
• Criticality
• Business Requirements
• Technical issues
• Problematic technology
• Affected systems
• Interfaces
8
Approach to Scoping Projects and Roadmap
Select stakeholder
Planning
Collect data
Identify and Design
Define
Opp
Prioritise
9
Categorise
Evaluate
Opp
Opp to
Funnel
Identify the strategic & tactical needs
All potential initiatives need to resolve
business issues
This exercise must take into account –
• Corporate strategy
• Departmental strategies
• IT strategy
10
Approach to Scoping Projects and Roadmap
Select stakeholder
Planning
Collect data
Identify and Design
Define
Opp
Prioritise
11
Categorise
Evaluate
Opp
Opp to
Funnel
Identify and Design: Specific Solution Map
12
Example: Clean up-to-date Master Data
• Account Hierarchies
• Competitor
• Address Data
• Classification
• Marketing Attributes
• Contact Persons
• Internal & External
Relationships
Relation
ships
• Influence & Role
• Sales History
• Complaints
Interaction &
History
Master
Data &
Key
Figures
• Territories
• Products in Use
• Account Plans
Plans
• Interaction History
• Opportunities/Tenders
• Sales Agreement/
Contracts
• Promotion Program
• Visit/Call Plans
• Status Report
13
• Account Profitability
Example: Visit Planning
Preparation
Execute
Visit
•Close open actions
•Set next agenda
Ongoing Measurement
14
Post
Work
•Provide samples
•End users notify
•Report to customer
•Set up users on online
training
Close
Plan Activities
Confirm
Example: Account & Contact Management incl.
Territory Management
Mapped to
15
Approach to Scoping Projects and Roadmap
Select stakeholder
Planning
Collect data
Identify and Design
Define
Opp
Prioritise
16
Categorise
Evaluate
Opp
Opp to
Funnel
Categorize the needs and prioritise
Source: Forrester Research
17
Business Value Indicators allow Project
Prioritization by Business Value
• Each project carries a collective business
value metrics based on e.g.:
o Business Value – 14 parameters
o IT Efficiency – 11 parameters
o (Financial view – 5 parameters)
• Portfolio mix: agile, cost-based or balanced
• Reports risk and probability for success
18
Business Value and IT Efficiency Index
IT Efficiency Index
64.9
51.6
38.3
25
40
60
Business Value Index
19
80
100
Approach to Scoping Projects and Roadmap
Select stakeholder
Planning
Collect data
Identify and Design
Define
Opp
Prioritise
20
Categorise
Evaluate
Opp
Opp to
Funnel
Building Roadmap Alternatives
21
Summary Outcome
• Comprehensive overview of relevant CRM functionality
• Business involvement to ensure prioritisation of initiatives
• High level business process designs
• Mapping of business requirements to Functionality
• High level gap list
• Demonstrated value as outcome and buy in
• Alignment to IT and business strategy
• Initial project/s short duration, high impact & visibility
• Successive projects aligned to customers CRM charter
22
Work Plan and
Framework
4 Week Work Plan for Scoping Study & Roadmap
To achieve the stated objectives the business, application, technical, and financial perspectives are reviewed
1
Step 1 – Identify the High Level Scope
and business team members involved
in the study – Planning & Team SetUp
“High Level Scope” & Business Team
Identification
Week 0
2
Week 1
Data Gathering on
Business Streams
IT System Landscape
Review
Step 2 – Gather data on “In Scope”
business process list.
Data Gathering on IT
Streams
3
Functional Business workshops – { Business Streams }
Week 2
Week 3
Week 4
24
Identification and development of business process areas within the High Level
Scope – review and assess Industry & Customers Best Practices
4
4
Prioritsation - Determining BVI and IT Efficiency Index
Step 3 – Conduct workshops to
establish a conceptual idea of
business requirements and
expectations as well as review and
evaluation and review Industry Best
Practices’ alternatives to build high
level design and functional mapping
Step 4 – Conduct Interviews or run
survey for gathering the BVI and IT
Efficiency Index including result
validation to ensure strategic
alignment of Business and IT
5
Final Analysis & Deliverable Preparation
Step 5 – Prepare final presentation
Underlying Framework of Approach
Project
Preparation
Purpose
Purpose
Purpose
• Establish High Level Scope • To understand current data and •
• Understand current project
it’s related characteristics
management process
• Understand current & future
§
• Identify the business process
functional capability, criticality,
owners & key users to be
etc.
§
involved in the study
• Understand data management
• Establish Study Governance
capability and scalability of
– Sponsors and
applications
§
Stakeholders
25
Prioritisation
(BVI/IT
Efficiency Index)
Functional
Workshop
Data Gathering
Purpose
Understand the current
• Obtain further understanding and conduct
business processes
survey for BVI and IT Efficiency index
Review and evaluate Industry
(business and technical perspective)
Best Practice
• Result Validation to ensure strategic
Business process mapping
alignment of business and IT
and build High Level TO-BE
processes
Mapping to CRM Functionality
Contacted Groups
Collected Data
Data Sources
Contacted Groups
• Sponsor & Stakeholders
• Business Process owner
• Management group
•
•
•
•
•
•
•
• AS-IS Business processes
• CRM Best Practices
• Business process controls and
cost drivers
• Business Functional Model
• CRM Business Strategy
• interviews with application support teams
• interviews with internal IT development teams
• interviews with business process owners and
business application owners
Business Requirements
CRM Business Strategy
CRM Issue List
Interfaces
Technical dependencies
AS-IS processes
Database metadata extraction
Nicole Wieberneit, PhD
Director//Solution Architect
aheadCRM PO Box 5057, Christchurch 8542
Phone +64 21 281 7701
Email nicole.wieberneit@aheadcrm.co.nz
Thank you!