How to successfully deliver your CRM project with Clarity, Simplicity and Certainty
This is the 4th in a series of 6 articles looking at how to successfully deliver your CRM project. The full series contains: The development of Business Requirements will, if done right, clearly dictate the functional definition of the solution. This however must be accompanied by an equally clear and complementary data definition. Separate teams should be created for Customer data and Product data as well as Functionally aligned User Teams. The Product data, to be designed/developed for import, will need to reflect current definitions, additional fields for enhanced usage and the structures and capability of the CRM or operational systems being deployed. The Customer data will reflect the core business processes of Sales and Transaction processing and the necessary requirements for Marketing to understand the customer sufficiently to generate lead campaigns based on current and potential value as well as fields that reflect the nuances of the customer. Importantly the Data Dictionary will also include, and match the Business Requirements, the rules pertaining to when and by whom fields will be updated and the mandatory requirements. This is where the devil in the data can be exposed or tamed. All this happens, and is signed off by all parties, in design prior to work being started or at least completed in the new platform The model below is the Solution Architecture. Each system will receive, hold and generate data. It is important to define: Data will be held within each system. Duplication of data is not optimum but is acceptable as long as data maintenance is automated Data will be transferred. Data should be transferred, or better still presented, on an “As Required’ basis. Ie Customer data will be delivered to the Marketing Automation system for activities. The CRM will be the master for all Customer data; Product data […]