By: Ciopages Staff Writer
Updated on: Nov 02, 2021
CIOPages.com CRM Transformation Framework is an integrated and practical approach to planning and executing a fundamental shift in how CRM works today and evolving it to the desired target state.
Transforming CRM functions and processes is a non-trivial task, particularly if it involves changes to the operating model, the key value streams and processes, people and their roles. It is not just about implementing a system or a solution per se but evolving toward a desired future thru incremental steps.
CIOPages.com CRM Transformation Framework begins with understanding the strategic context of the proposed customer relationship management transformation. The strategic context will involve understanding the business needs and corporate objectives, the future vision of the company with regards to sales and service models, and the generational shift of the CRM functions in the digital world.
Executive Intent is about the leadership goals, objectives, and desired outcomes as well as the level of support for the CRM transformation endeavor. A stakeholder map to capture the level of interest, the influence and the intent of various stakeholders will help a great deal.
The transformation charter is a concise but a coherent summary of what problems the firm is trying to solve for and the desired outcomes from the transformation endeavor. It is not a detailed business case or a project charter, but a higher-level document. It should answer the what and why and less of how.
The next component of the CRM transformation framework is identifying and documenting the factors that are necessitating the transformation. These transformation drivers can be grouped into the following:
The candidate value streams address the scope and enormity of the transformation challenge by identifying end-to-end CRM value streams of the company. It depends on how big of a transformation your company is undertaking, but typically the prospect to customer, intent to purchase, purchase to fulfillment, incident to resolution are types of value streams that could be included.
CIOPages.com CRM Transformation Framework outlines six steps in implementing a CRM transformation program.
Needless to add no CRM transformation framework is complete without program management and governance. This includes the way the project is funded, the steering committees who are accountable, the governance framework, the PMO office, as well as projects and work streams. Should you need it, CIOPages.com offers a CRM Project Plan list.
A Change management Plan is a very important consideration in any transformation endeavor. Hence including a robust change management and adoption plan will be extremely vital in making any major transformation program a success.
You can download the CIOPages.com CRM Transformation Framework PowerPoint Slides for free (after social sharing). And of course, you modify the PowerPoint for your own needs, as long as it contains the citation “Adapted from CIOPages.com CRM Transformation Framework”.
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