CRM Fundamentals doc

[...]... understanding of and experience with your chosen CRM application • Deep understanding of the business processes supported by your CRM application CRM Administrator The CRM administrator is the central figure in maintaining and modifying the CRM application and, with the exception of the CRM developer described next, is typically the most technical member of the CRM administration team This individual handles... make a CRM program successful How these roles will be filled by people depends greatly on your organization and the scope of your CRM program A couple of examples may be instructive: Example 1: Consider a small business using CRM to bring efficiency and visibility to its sales department CRM administrator /CRM trainer: Susan (IT) CRM executive sponsor: Albert (president) Sales department champion /CRM program... change control process for production CRM applications This is the formal evaluation and approval process for configuration changes to the CRM application, used once CRM is in production to ensure that proposed changes do not interfere with any group’s usage of CRM and that they are aligned with the overall CRM roadmap and to communicate these changes to the various CRM constituencies Developing and implementing... into the CRM program Some of the following roles may be held by members of the IT department If not, especially if your CRM application is hosted by your own company, there should be some representation from the IT department on the CRM administration team, even if it is simply as “virtual” team members who are kept in the loop about the work of the CRM administration team CRM Program Lead The CRM program... Management” or CRM In this book, we’ll refer to the CRM program” to describe the people, processes, and technologies a business deploys to increase their customer focus, and the CRM application” to describe the technology element, typically centered on a CRM software package We’ll go into the different elements of the program in detail in the next chapter S Kostojohn et al., CRM Fundamentals © Scott... and the installation of any product add-ons Key skills of the CRM administrator include the following: • • 18 Experience administering an enterprise database-based application (required for on-premises CRM only) Deep understanding of and experience with your chosen CRM application CHAPTER 2   COMPONENTS OF CRM SUCCESS CRM Developer Most CRM applications can be modified in limited ways via a set of... contribute to the CRM program • Setting goals for the CRM program and holding individuals and teams accountable • Being the ultimate decision maker for CRM questions within the organization Important qualifications for a CRM executive sponsor include the following: • Must be a CRM “believer.” His or her tone, engagement level, and enthusiasm all have an outsized influence on the CRM program • Should... relationship management (CRM) software within your organization; some of you are completely new to CRM, while others have been through a CRM implementation with varied success This book was written to provide business leaders and stakeholders with a practical playbook that spells out an approach for a successful CRM project and program People often think that success with CRM starts and ends with purchasing... impact the CRM program, as well as coordinate the support provided by the IT organization for the CRM application This role is less critical for software-as-aservice applications, because the IT department’s responsibility for these applications is typically small or nonexistent, and it is more critical for on-premises CRM applications The CRM administration team manages the execution of the CRM roadmap,... design, you may end up with a gap between today’s process and tools and the new CRM solution that is too broad to be bridged 14 CHAPTER 2   COMPONENTS OF CRM SUCCESS IT Representative Typically the rollout of a CRM program includes a significant technology component: a new CRM application, a set of modifications to an existing CRM application, new application integrations to streamline operations, or new . y0 w0 h0" alt="" CRM Fundamentals                Scott Kostojohn Mathew Johnson Brian Paulen CRM Fundamentals Copyright ©. Johnson, CRM Practice Director Mathew joined Madrona Solutions Group in 2007 and currently oversees its CRM practice. He brings a deep understanding of CRM fundamentals