CRM Business Roadmap

Implementing CRM through Convergence of Platforms

By means of a deliberate program roadmap, functionality is deployed to the field in an incremental fashion, delivering key features in a predictable and well-coordinated manner. Managing the set of projects derived from the road-mapping exercise as a portfolio, business processes are released at a pace at which the organization could absorb the change.

Every release builds upon the prior one increasing business value in each stage of the program. The initial efforts begin with tailoring the base CRM package and connecting it to your core systems, and then transitions to the consolidation account information and sales transactions into a common sales and service platform. The later stages involves the convergence of supporting business processes and the underlying applications with the sales platform. Sales organizations must also look to modify incentive compensation in order to influence sales force behavior.


Connecting

In the first phase, the implementation program concentrates on linking the CRM platform to the enterprise systems and defining core business process flows–connecting technology and human resources. This includes the customization of the CRM package to meet the unique requirements of the organization’s business requirements. Packaged solutions are connected to existing customer information systems to ensure data integrity and continuity with the enterprise.

Consolidating

In the second phase begins with the consolidation of client information from multiple sources within the enterprise–so that the left-hand knows what the right-hand is doing. The ultimate goal is to gain intimate understanding of the customer’s financial needs so that the salesperson can target specialized products at specific consumers. All financial accounts within the organization are pulled together in an aggregated, single view within the sales portal. Work-tasks from all corners of the company are surfaced in the CRM portal so that relationship managers can have a more complete view of the activities being conducted throughout the sales and service organizations. The establishment of this environment fosters cross-selling between multiple departments that service the same customer.

Converging

In order to coordinate major business processes through one channel it takes the combination of multiple underlying technology platforms working together. The complex business operations making up the end-to-end sales and service process cannot usually be supported by any single platform–there is too much specialization within each of the business operations. It requires the deployment of other complimentary applications that are tied together by business process, workflow and messaging technology to enable the new sales and service vision. By merging these robust procedures into to a common channel, producers can make better sense of all goings-on with their clients. Programs should address the following set of requirements to converge onto one platform in order to deliver the increased business value:

  • CRM Sales Force Automation
  • Contact Management
  • Client Profiling
  • Task Management
  • Client Notations and Remarks
  • Incentive Compensation
  • CRM Analytics

Collaborating

The final challenge is to get all of the players to collaborate on behalf of the client with the client’s best interest in mind. The platform should enable the relationship team to solve the needs of the customer leveraging the full arsenal of the organization at the ready. In order to make this a reality, the companies must begin restructuring the incentive compensation models in order to entice collaboration among team members. They start by marginalizing existing payouts for individual transactions associated with single accounts. Organizations need to transition to a relationship model where compensation is split among the internal relationship team members based on cross-discipline sales. This powerful combination of business strategy and technical enablement helps to transform the organization. Clients benefit from improved quality and scope of service and salespersons benefit from growing their book of business. Having all agents of the company on the same page allows them to more effectively target their appeal to the client by providing a consistent and comprehensive approach to customer needs. This undertaking ensures that the right resources are deployed every time and at the precise moment they are needed in a well-coordinated and efficient manner.