CRM and Customer Relationship Success

This assignment delves into the critical relationship between Customer Relationship Management (CRM) and achieving successful customer outcomes. It explores how CRM systems contribute to customer knowledge creation, enhance customer loyalty through trust and commitment, and ultimately drive customer satisfaction. The analysis considers various perspectives on CRM's impact, drawing upon research and scholarly articles that examine its mediating role in fostering positive customer experiences.

Project Report
Table of Contents
Overview.....................................................................................................................................................3
Project Charter.............................................................................................................................................3
Title of the Project...................................................................................................................................3
Current Set of Issues................................................................................................................................3
Organizational Requirements..................................................................................................................3
Objectives of the Project..........................................................................................................................3
Project Scope...........................................................................................................................................4
List of Project Deliverables.....................................................................................................................4
Project Schedule – Milestones.................................................................................................................4
List of Project Assumptions & Constraints..............................................................................................5
High Level Budget of the Project............................................................................................................5
List of Resources.....................................................................................................................................5
Gantt chart...................................................................................................................................................6
RACI Matrix...............................................................................................................................................7
Stakeholder Information – Register.............................................................................................................8
Decisions of the Management for the Stakeholders...................................................................................10
Matrix....................................................................................................................................................10
Communication Decisions & Mechanisms............................................................................................10
Organization of the Stakeholders...........................................................................................................12
Project Scope Statement............................................................................................................................12
In-Scope Items.......................................................................................................................................12
Not in Scope Items................................................................................................................................13
Project Risks – Risk Register & Probability/Impact Matrix......................................................................13
Recommendations & Conclusion..............................................................................................................14
References.................................................................................................................................................16
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Overview
High Services Inc. is an international firm that has more than 100,000 employees that work in
various parts of the globe. With the expansion of the number of customers, the firm has decided
to implement an advanced Customer Relationship Management (CRM) system and social CRM
is one of the components of the same. There are various resources that will be associated with the
CRM project, such as, Natalie, Program Sponsor, Ito, Program Manager, Ben, CIO and Project
Sponsor, George, Marketing Manager of social CRM.
The report includes the project charter and also described details of the project stakeholders and
project scope.
Project Charter
Title of the Project
Social CRM for High Services Inc
Current Set of Issues
The numbers of customers that are engaged with High Services Inc. are expanding at a rapid rate.
With the current systems and the nature of operations, it is becoming challenging to fulfill the
needs and demands of the customers having a negative impact on their engagement with the
company.
Organizational Requirements
In order to achieve the business goals and objectives, it is essential to understand the needs of the
customers. There shall be an automated system in place that may analyze the customer
information and also maintain the required interaction level with the customers of the
organization.
Social CRM is an attempt to fulfill these objectives through automated system and mechanisms
that will analyze customer information and will enhance the engagement with the organization.
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Project Report
Objectives of the Project
 There shall be no major or critical defects present in the end product and the functional
aspects shall be met.
 The social CRM system must stick to the quality standards and ethical practices (Roberts-
Lombard, 2012).
 The expectations and demands of the customers shall be met.
 There shall be no performance issues in the end-product that will be used by the end-
users.
Project Scope
The activities associated with the design, development, testing, integration and deployment will
be executed by the members of the project team.
The activities related with negotiations, marketing and advertising will not be carried out by the
members of the project team.
List of Project Deliverables
 Project Plan: This document will include the details of the project estimates, project team
and the project stakeholder along with the methodology and approach (Singh, 2015).
 System Design: The document will include the design diagram and the wireframes.
 Source Code: The coding details of the system that will be developed.
 Test Plan: The plan will comprise of the testing activities that will be carried out, test
methodology and defect tracking mechanism.
 Closure Report: The project activities that are carried out by the team members will be
included in the report.
Project Schedule – Milestones
Milestone
Milestone One: Finalize requirements
Milestone Two: Project Charter
Milestone Three: Project Plan
Milestone Four: Finalize implementation tools and
techniques
Milestone Five: System Design & Source Code
Milestone Six: Defect Report
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Milestone Seven: Implementation Plan
Milestone Eight: Closure Report
List of Project Assumptions & Constraints
 The environment and the equipment required for the execution of the project tasks will be
arranged in advanced.
 $2,000,000 will be allocated for the completion of all the project tasks and activities.
 Six months will be assigned for the completion of all the project tasks and activities
(Peppard, 2010).
High Level Budget of the Project
$2,000,000 will be allocated for the completion of all the project tasks and activities. $300,000
will be assigned for the internal staffing expenses.
List of Resources
Name of the Team Member Role Set of Responsibilities
Ben Project Sponsor and CIO Providing the project funds
and the specifications
George Marketing Manager Designing of the marketing
plan
AA Project Manager Planning, estimations,
resourcing, monitoring and
closure
BB Finance Office Budgeting of the project
CC Business Analyst Feasibility analysis and
management of the risks
DD Data Scientist Gathering and analysis of
customer information
EE Project Developer Source code, unit testing
FF Tester System, integration, regression
and performance testing
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GG Designer System designing
HH Implementation Expert Implementation and
management of the changes
Resource Name Type Initials Max. Units Std. Rate
Project Manager Work PM 100% $ 420.00/hr
Business Analyst Work BA 100% $ 350.00/hr
Data Scientist Work DS 100% $ 400.00/hr
Project Developer Work PD 100% $ 325.00/hr
Tester Work TE 100% $ 300.00/hr
Designer Work DE 100% $ 315.00/hr
Implementation Expert Work IE 100% $ 330.00/hr
Finance Officer Work FO 100% $ 375.00/hr
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Gantt chart
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Network diagram
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RACI Matrix
RACI stands for Responsibility, Accountability, Contribution and Informed. The resources that
will be engaged with the project will be associated and involved in all the project activities in
one form or the other (Tirkey, 2012). The RACI matrix that has been illustrated below explains
the tasks that will be covered by the project team members.
Ben George AA BB CC DD EE FF GG HH
Project Charter I I R/A I C I I I I I
Feasibility
Analysis
I I A I R I C I C C
Planning and
Estimations
C I R/A C C I C C C C
Budgeting C I A R I I I I I I
Risk
Management
I I C C A/R I C C C C
Information
Gathering and
Analysis
A C A I I R/A C C C C
System
Development
I I I I C I R/A C C C
System
Designing
I I I I I I C C R/A C
Testing
Activities
I I A I I I A R/A C C
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System
Implementation
I I I I I I C C C R/A
Closure
Activities
C I R/A C A I C C C C
Budget
Task-wise budget
WBS Task Name Duration Start Finish Cost
1 Social CRM Project 132 days Fri 06-10-17 Mon 09-04-18 $ 711,160.00
1.1 Initiation of the project 6 days Fri 06-10-17 Fri 13-10-17 $ 105,280.00
1.1.
1
Feasibility Study - Technical 4 days Fri 06-10-17 Wed 11-10-17 $ 24,640.00
1.1.
2
Feasibility Analysis - Operational 4 days Fri 06-10-17 Wed 11-10-17 $ 24,640.00
1.1.
3
Feasibility Analysis - Economical 4 days Fri 06-10-17 Wed 11-10-17 $ 24,640.00
1.1.
4
Chartering Tasks 4 days Fri 06-10-17 Wed 11-10-17 $ 24,640.00
1.1.
5
Submission of the charter 2 days Thu 12-10-17 Fri 13-10-17 $ 6,720.00
1.1.
6
Milestone One: Project Charter 0 days Fri 13-10-17 Fri 13-10-17 $ 0.00
1.2 Planning & Analysis 14 days Mon 16-10-17 Thu 02-11-17 $ 217,240.00
1.2.
1
Information Collection & Investigation 10 days Mon 16-10-17 Fri 27-10-17 $ 32,000.00
1.2.
2
Analysis of requirements 8 days Mon 16-10-17 Wed 25-10-17 $ 74,880.00
1.2.
3
Project Scope Statement 8 days Mon 16-10-17 Wed 25-10-17 $ 49,280.00
1.2.
4
Budget & Schedule Estimation 3 days Mon 16-10-17 Wed 18-10-17 $ 19,080.00
1.2.
5
Assessment of risks 3 days Mon 16-10-17 Wed 18-10-17 $ 18,480.00
1.2.
6
Communication plan and team selection 3 days Mon 16-10-17 Wed 18-10-17 $ 10,080.00
1.2.
7
Roles & Responsibilities Allocation 4 days Mon 30-10-17 Thu 02-11-17 $ 13,440.00
1.2.
8
Milestone Two: Project Plan 0 days Thu 02-11-17 Thu 02-11-17 $ 0.00
1.3 Project Execution - Design & Development 62 days Fri 03-11-17 Mon 29-01-18 $ 187,520.00
1.3.
1
UI/EX aspects of the system 5 days Fri 03-11-17 Thu 09-11-17 $ 25,600.00
1.3.
2
Review of the design 4 days Fri 10-11-17 Wed 15-11-17 $ 13,440.00
1.3.
3
Source code 30 days Thu 16-11-17 Wed 27-12-17 $ 78,000.00
1.3.
4
Setting up of the database 10 days Thu 28-12-17 Wed 10-01-18 $ 26,000.00
1.3.
5
Integration of front end and back end 10 days Thu 11-01-18 Wed 24-01-18 $ 26,000.00
1.3.
6
Review of the source code 3 days Thu 25-01-18 Mon 29-01-18 $ 18,480.00
1.3.
7
Milestone Three: System Design & Source
Code
0 days Mon 29-01-18 Mon 29-01-18 $ 0.00
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1.4 Testing & Integration 18 days Tue 30-01-18 Thu 22-02-18 $ 44,400.00
1.4.
1
Integration of the modules 5 days Tue 30-01-18 Mon 05-02-18 $ 13,200.00
1.4.
2
System Integration Testing 3 days Tue 06-02-18 Thu 08-02-18 $ 7,200.00
1.4.
3
Regression testing 2 days Fri 09-02-18 Mon 12-02-18 $ 4,800.00
1.4.
4
Security and Performance Testing 4 days Tue 13-02-18 Fri 16-02-18 $ 9,600.00
1.4.
5
Load testing 2 days Mon 19-02-18 Tue 20-02-18 $ 4,800.00
1.4.
6
Submission of bugs and defects 2 days Wed 21-02-18 Thu 22-02-18 $ 4,800.00
1.4.
7
Milestone Four: Defect Report 0 days Thu 22-02-18 Thu 22-02-18 $ 0.00
1.5 Implementation & Control 20 days Fri 23-02-18 Thu 22-03-18 $ 72,640.00
1.5.
1
Decision on the system changes 3 days Fri 23-02-18 Tue 27-02-18 $ 7,920.00
1.5.
2
Change management 3 days Wed 28-02-18 Fri 02-03-18 $ 7,920.00
1.5.
3
Change reinforcement 2 days Mon 05-03-18 Tue 06-03-18 $ 5,280.00
1.5.
4
Measurement of performance 2 days Wed 07-03-18 Thu 08-03-18 $ 6,720.00
1.5.
5
Reviews and walkthroughs 4 days Fri 09-03-18 Wed 14-03-18 $ 24,640.00
1.5.
6
System inspections 3 days Thu 15-03-18 Mon 19-03-18 $ 10,080.00
1.5.
7
Auditing activities 3 days Tue 20-03-18 Thu 22-03-18 $ 10,080.00
1.5.
8
Milestone Five: Implementation Plan 0 days Thu 22-03-18 Thu 22-03-18 $ 0.00
1.6 Closure Phase 12 days Fri 23-03-18 Mon 09-04-18 $ 84,080.00
1.6.
1
User Trainings 6 days Fri 23-03-18 Fri 30-03-18 $ 36,960.00
1.6.
2
Maintenance and support planning 2 days Fri 23-03-18 Mon 26-03-18 $ 5,600.00
1.6.
3
Acceptance and Sign offs 3 days Fri 23-03-18 Tue 27-03-18 $ 10,080.00
1.6.
4
System documentation and closure report 6 days Mon 02-04-18 Mon 09-04-18 $ 31,440.00
1.6.
5
Milestone Six: Closure Report 0 days Mon 09-04-18 Mon 09-04-18 $ 0.00
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Resource-wise budget
WBS Task Name Duration Resource Names Cost
1 Social CRM Project 132
days
$
711,160.00
1.1 Initiation of the project 6 days $
105,280.00
1.1.1 Feasibility Study - Technical 4 days Business Analyst, Project Manager $ 24,640.00
1.1.2 Feasibility Analysis - Operational 4 days Business Analyst, Project Manager $ 24,640.00
1.1.3 Feasibility Analysis - Economical 4 days Business Analyst, Project Manager $ 24,640.00
1.1.4 Chartering Tasks 4 days Project Manager, Business Analyst $ 24,640.00
1.1.5 Submission of the charter 2 days Project Manager $ 6,720.00
1.1.6 Milestone One: Project Charter 0 days $ 0.00
1.2 Planning & Analysis 14 days $
217,240.00
1.2.1 Information Collection & Investigation 10 days Data Scientist $ 32,000.00
1.2.2 Analysis of requirements 8 days Business Analyst, Project Manager, Data
Scientist
$ 74,880.00
1.2.3 Project Scope Statement 8 days Project Manager, Business Analyst $ 49,280.00
1.2.4 Budget & Schedule Estimation 3 days Finance Officer, Project Manager $ 19,080.00
1.2.5 Assessment of risks 3 days Business Analyst, Project Manager $ 18,480.00
1.2.6 Communication plan and team selection 3 days Project Manager $ 10,080.00
1.2.7 Roles & Responsibilities Allocation 4 days Project Manager $ 13,440.00
1.2.8 Milestone Two: Project Plan 0 days $ 0.00
1.3 Project Execution - Design & Development 62 days $
187,520.00
1.3.1 UI/EX aspects of the system 5 days Designer, Implementation Expert $ 25,600.00
1.3.2 Review of the design 4 days Project Manager $ 13,440.00
1.3.3 Source code 30 days Project Developer $ 78,000.00
1.3.4 Setting up of the database 10 days Project Developer $ 26,000.00
1.3.5 Integration of front end and back end 10 days Project Developer $ 26,000.00
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Project Report
1.3.6 Review of the source code 3 days Project Manager, Business Analyst $ 18,480.00
1.3.7 Milestone Three: System Design & Source
Code
0 days $ 0.00
1.4 Testing & Integration 18 days $ 44,400.00
1.4.1 Integration of the modules 5 days Implementation Expert $ 13,200.00
1.4.2 System Integration Testing 3 days Tester $ 7,200.00
1.4.3 Regression testing 2 days Tester $ 4,800.00
1.4.4 Security and Performance Testing 4 days Tester $ 9,600.00
1.4.5 Load testing 2 days Tester $ 4,800.00
1.4.6 Submission of bugs and defects 2 days Tester $ 4,800.00
1.4.7 Milestone Four: Defect Report 0 days $ 0.00
1.5 Implementation & Control 20 days $ 72,640.00
1.5.1 Decision on the system changes 3 days Implementation Expert $ 7,920.00
1.5.2 Change management 3 days Implementation Expert $ 7,920.00
1.5.3 Change reinforcement 2 days Implementation Expert $ 5,280.00
1.5.4 Measurement of performance 2 days Project Manager $ 6,720.00
1.5.5 Reviews and walkthroughs 4 days Project Manager, Business Analyst $ 24,640.00
1.5.6 System inspections 3 days Project Manager $ 10,080.00
1.5.7 Auditing activities 3 days Project Manager $ 10,080.00
1.5.8 Milestone Five: Implementation Plan 0 days $ 0.00
1.6 Closure Phase 12 days $ 84,080.00
1.6.1 User Trainings 6 days Business Analyst, Project Manager $ 36,960.00
1.6.2 Maintenance and support planning 2 days Business Analyst $ 5,600.00
1.6.3 Acceptance and Sign offs 3 days Project Manager $ 10,080.00
1.6.4 System documentation and closure report 6 days Project Developer, Implementation Expert $ 31,440.00
1.6.5 Milestone Six: Closure Report 0 days $ 0.00
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Project Risks – Risk Register & Probability/Impact Matrix
Risk Name Description Type Probability
(5: Highest
and 1: lowest)
Impact (5:
Highest and
1: lowest)
Rank
Schedule
Overrun
Increased
time in the
completion of
project
activities as
compared to
the estimated
schedule
Negative 2 5 10
Technical
Failure
Failure of
faults in
technical
tools and
Negative 4 4 16
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Project Report
equipment
Operational
Mistake
Execution of
an operational
error by a
user
Negative 4 3 12
Security
Attack
Attacks on
information,
database or
networks
Negative 3 4 12
Budget
Overrun
Increased
costs in
association
with the
project
activities as
compared to
the estimated
budget
Negative 2 5 10
Resource
Risk
Increased
productivity
levels of the
employees as
compared to
the estimated
values
leading to
completion of
the project
tasks before
time
Positive 1 4 4
Recommendations & Conclusion
Social CRM is a project that has a lot of significance for High Services Inc. There shall be
adequate planning and analysis involved in the project to make sure that the project goals and
objectives are achieved. There shall also be management methodology such as Project
Management Body of Knowledge (PMBOK) applied to make sure that the management tasks are
easily executed. The communication mode and strategies must be designed in such a manner that
there is always clarity maintained among the members of the project team.
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Project Report
References
Adalikwu, Chris. 2012. "Customer Relationship Management And Customer Satisfaction".
AFRICAN JOURNAL OF BUSINESS MANAGEMENT 6 (22). doi:10.5897/ajbm12.634.
Davis, Kate. 2017. "An Empirical Investigation Into Different Stakeholder Groups Perception Of
Project Success". International Journal Of Project Management 35 (4): 604-617.
doi:10.1016/j.ijproman.2017.02.004.
Goldsmith, Ronald E. 2010. "The Goals Of Customer Relationship Management". International
Journal Of Customer Relationship Marketing And Management 1 (1): 16-27.
doi:10.4018/jcrmm.2010090402.
Khodakarami, Farnoosh, and Yolande E. Chan. 2014. "Exploring The Role Of Customer
Relationship Management (CRM) Systems In Customer Knowledge Creation". Information
& Management 51 (1): 27-42. doi:10.1016/j.im.2013.09.001.
Levin, Ginger. 2014. "Managing Stakeholder Expectations For Project Success: A Knowledge
Integration Framework And Value Focused Approach". Project Management Journal 45
(6): e3-e3. doi:10.1002/pmj.21464.
Mitchell, Ronald K., Harry J. Van Buren, Michelle Greenwood, and R. Edward Freeman. 2015.
"Stakeholder Inclusion And Accounting For Stakeholders". Journal Of Management
Studies 52 (7): 851-877. doi:10.1111/joms.12151.
Peppard, Joe. 2010. "Customer Relationship Management (CRM) In Financial Services".
European Management Journal 18 (3): 312-327. doi:10.1016/s0263-2373(00)00013-x.
Roberts-Lombard, Mornay. 2012. "Exploring The Relationship Between Trust, Commitment
And Customer Loyalty Through The Intervening Role Of Customer Relationship
Management (CRM)". African Journal Of Business Management 6 (10).
doi:10.5897/ajbm11.2562.
Santouridis, Ilias, and Androniki Veraki. 2017. "Customer Relationship Management And
Customer Satisfaction: The Mediating Role Of Relationship Quality". Total Quality
Management & Business Excellence 28 (9-10): 1122-1133.
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doi:10.1080/14783363.2017.1303889.
Singh, Anurag. 2015. "Drive Customer Experience For Relationship Management Through
Actionable Social CRM". International Journal Of Customer Relationship Marketing And
Management 6 (4): 57-76. doi:10.4018/ijcrmm.2015100104.
Tirkey, Manish Roy. 2012. "The People And CRM (Customer Relationship Management)".
IOSR Journal Of Business And Management 5 (2): 27-28. doi:10.9790/487x-0522728.
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