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Implementation
To reduce the financial risk of implementing CRM, and increase the
effectiveness of the tool, CRM should be implemented in phases so that
everyone in the company is able to come up to speed on CRM and use it
effectively. Much of the programmes can start manually; have its
success proven, before investment in IT software and hardware is made.
The 4 main phases for implementation are:
1. Building the Foundation
2. Segmentation
3. Providing Information to Leaders
4. Campaign Management
1. Building the Foundation
The fastest and most cost efficient mode of communication is the email.
Other modes of communication can be used to compliment those
without access to email but email must be the dominant mode of
communication.
Before developing personalised communication, the company and
distributors should be using email for communication amongst each
other. The company should target to achieve as high a number of
emails of their distributors as possible.
Another area to work on will be to promote the use of the Internet to
acquire information or to transact with the company.
2. Segmentation
The next stage is to perform segmentation to identify the different groups
of distributors. This can start manually through writing programmes on
the mainframe before investing in a business information warehouse
(BIW) to easily retrieve information.
3. Providing Information to Leaders
For the company to work together with the leaders, the leaders will need
to have information on their organisation for them to work effectively.
Manual programming can be done to provide the information on an ad
hoc basis. In the longer term, the company can invest in a data mart
(DM) for real time information to be made available to the leaders at all
times.
4. Campaign Management
At the most advance stage, companies can employ campaign
management tools to automate marketing programmes.
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