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Five Considerations When Building Customer Relationship Management Business Case

Before you implement customer relationship management solutions, you must first present your business case. After all, it is this business case that will explain why you are wanting to go ahead with a particular project, process, etc. Getting a good business case together is essential to getting what you want. Customer relationship management (CRM) is important, but getting your business case presented will be the key to providing your planned CRM. Here are 5 tips that will help you present a great business case for your CRM solutions.

Answering the “Why?”

You have to have a problem statement that clearly illustrates why you need to implement a CRM solution. In putting together this problem statement, you need to put in how this relates to the business strategy, how the CRM solutions are going to benefit the business, what processes or other elements will be traded out for the new CRM solution, etc. In other words, much research is required and the overall problem statement must be very well thought out.

Stating Relevant Business Requirements

When presenting a business case, the business requirements need to keep in line with the business case itself. The business practices that are currently being used need to be understood in detail by the presenter or the team that is presenting the business case. Along with knowing the nuances of the current business practices, there is another very important aspect of knowledge to consider. When the business case is presented, it must be known exactly what changes must be made by each department or team that will be affected by the implementation of the CRM plan. The teams that are most often affected are the data analytics, IT, and sales teams.

Presentation of Pros and Cons

There will be both pros and cons, or benefits and risks if that makes more sense. A look at the entire picture is necessary when presenting the business case so it is clear who every person or group is that will benefit and why it is important to take advantage of these benefits by implementing the CRM system. It is easy to look at just one piece of the picture rather than the entire thing, and doing that will likely result in getting the CRM system proposal rejected.

Return On Investment Calculations

Any potential investor or management wants to know what the return on investment will be. However, this is difficult to calculate because of the number of independent variables as well as the difficulty in making the benefits tangible, and the fact that there is no comparisons available as the CRM is a new plan are all things that need to be understood before attempting to calculate the investment return. This point needs to be made when presenting the final business case.

Consider Phased Implementation

Implementing a CRM is going to be difficult and likely going to be done in stages. Consider how to implement the CRM in phases while making a beneficial return on investment.

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