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Smart Analytics
Implementation & Tool Selection Guide Customer Relationships (CRM)
Step-by-step guide for the implementation of a CRM system — from requirements analysis to hypercare. Including weighted tool selection evaluation with a compliance focus (consent management, double opt-in, data residency, data subject rights).
Implementation guide
5 phases from requirements analysis to steady-state operations, including activities, best practices, and deliverables.
Inventory of customer processes in sales, marketing, and service, and definition of the target picture with all customer-facing areas.
Activities
- Document actual processes (lead capture, qualification, offer, closing, service, campaigns)
- Review data sets: contacts, duplicates, consents, distributed lists and tables
- Conduct stakeholder interviews (Sales, Marketing, Customer Service, Management, Data Protection Officers, IT)
- Raise compliance requirements: consents, double opt-in, information and deletion obligations, data residency
- Prioritize mandatory/optional requirements in the specifications and establish key figures (completion rate, response time) as a baseline
Best practices
- Define the sales process before selecting the system — the CRM should depict the process, not invent it
- Integrate data protection early: Consent status and deletion concept are part of the data architecture
- Field service users think along — mobile usage determines data quality
Deliverables
- Specification with prioritized requirements
- Process Map Current State (Lead to Service)
- Compliance requirements catalog including consent and deletion concept