CRM Transformation process is an encapsulation of the depth and breadth of effort required to transform CRM functions to excel in the digital age successfully. The CRM Transformation process is complicated, arduous, and costly. All the steps in the CRM transformation process are necessary, but not doing some or not doing well can lead to the collapse of the program and have long-term adverse consequences.
The CRM transformation process is complex, arduous, and costly.
A list of some of the critical steps that can exacerbate the failure risks are as follows:
a) Not understanding the CRM value streams well and how the experience of these value streams needs to reshape in the future. b) Lack of a detailed CRM business capability model. c) CRM technology has become a critical success factor in transforming the CRM function, particularly the new wave of cloud-based CRM technology platforms. Selecting a CRM software platform that does not meet the needs will lead to failure. And d) Underinvestment into change management and adoption is another issue that afflicts major CRM transformation programs.
CRM Transformation Process Steps:
The Key Steps in the CRM Transformation Process:
• Identify CRM Transformation Drivers
• Conduct Current State Assessment of CRM
• Develop CRM Transformation Preliminary Business Case
• Adopt a CRM Transformation Framework
• Launch the CRM Transformation Work Streams and Projects
• Envision the Future State CRM Operating Model
• Create a CRM Capability Model
• Decompose CRM Value Streams
• Define preliminary target state conceptual architecture
• Craft a capability-based Transformation Roadmap
• Develop CRM Transformation Detailed Business Case
• Evaluate and Select Consulting Partners
• Assess and select CRM Software platforms (if applicable)
• Evaluate and select CRM Business Outsourcing partners (if applicable)
• Launch CRM Transformation Implementation Work Streams and Projects
• Adopt and Implement a Change Management Plan (Communications, Training, Adoption)
• Project Governance and Risk Management
• Deployment and Rollout