Customer Relationship Management Assignment (Doc)

Replacing Manual Customer
Relationship Management Process
with CRM System
Covering letter to sponsor
Dear Sir,
As you may already be aware of overwhelm that our staff is facing due to
increase in the number of orders from our customers. Although, it is a good thing
that we are expanding but at the same time, it has brought many operational
challenges for us and there is a clear need to do something about it. Our current
CRM process is old and manual which makes it ineffective and daunting.
Thus, I am proposing development of a new CRM system that would replace our
old processes and would bring benefits of improvement in productivity as well as
enhancement in revenues.
Please find attached a project report that analyses the case and illustrates how
the new system can be developed for the benefit of the organization.
Thanks & Warm Regards,
Project Manager.
Executive summary
This project report explains the processes involved in an IT project of an organization which
aims to improve its systems by replacing its old CRM systems with a new CRM system. The
report would explore the objectives of the organization, explain the gaps in the current
system to justify the move and would present a detailed project plan for the replacement of
CRM. The report includes details of schedule, budgeting, software development procedures,
and resource requirements. This report would be useful for any organization planning for a
change in their IT systems for making operational Improvements.
Contents
Covering letter to sponsor.......................................................................................... 1
Executive summary................................................................................................... 1
Introduction.............................................................................................................. 2

Background........................................................................................................ 2
Problem Statement................................................................................................ 3
Aims & Objectives.................................................................................................. 3
Current CRM System & Challenges..........................................................................4
Proposed CRM......................................................................................................... 4
Alternatives........................................................................................................... 4
Resource Requirements......................................................................................... 5
Proposed System.................................................................................................. 5
 Customer database management system for the staff to handle.......................................6
 Task management system for the sales people and customer service representatives............6
 Customer complaint management system integrated with the web portal of the organization
receiving complaints and queries from customers.............................................................6
 Catalogue management for storing and managing inventories of the IT products sold by the
organization........................................................................................................... 6
Benefits of new CRM system................................................................................... 6
Systems Development Lifecycle approach for Implementation......................................6
SDLC Phases....................................................................................................... 7
Planning:......................................................................................................... 7
Defining:.......................................................................................................... 8
Designing:..................................................................................................... 10
Development and Implementation:...............................................................11
Testing............................................................................................................ 11
Conclusions & Recommendations.............................................................................12
References............................................................................................................ 13
Introduction
This section introduces the company and explains the problems that company is
currently facing with its manual systems. Based on the current scenario, aims
and objectives are defined for the development of a CRM solution for the
organization that is proposed.
Background
In past few years, world has seen several advances in technologies marking the
information age. Organizations have to adapt fast to these changing
technologies as they also make changes in the consumer behaviour and

competitive landscape. There are many new applications that have been
developed in past decade for supporting businesses in this dynamic
environment. With increasing use of IT for business and management,
manufacturing organizations have also started to adapt to these changing needs.
Companies have made huge investments into their IT systems. However, there
are still several manufacturing and production organizations that still operate on
the old models of manual systems. This, however, poses challenges for them in
coping up with changing demands of businesses. ABC Company is one of the
organizations that assembles computer parts to produce custom machines for
business customers and has several assembly lines in India. The company also
sells outside the country to customers present in over 10 different countries. It
has a good market share in India and has increased its customer based multifold
in past few years. The company provides a range of technology products besides
own assembled PCs as a system integrator such as workplace solutions, network
security solutions, IOT, Big data, open source software, analytics, cloud
computing, and so on. The company caters to several industries today including
telecommunications, Education, and BFSI (UNSD, 2009). The company is into the
expansion phase and is currently fighting tough competition coming from major players in
the IT system integration space.
The company runs with some major business processes that are supported by some non-
core activities. Core activities of the company involve, assembling or procurement of ordered
products, product or solution delivery, service installation, and customer service. These
activities generate value for business directly. The company also has some more services
that provide support for these primary processes such as IT management, HR management,
security management, and marketing (Deloitte, 2014).
The company has a vision to improve its customer service and make its deliveries faster for
better customer experience. For this, the company is aiming to develop or acquire a solution
that can help management understand the needs of customers to be able to support them in
better ways.
Problem Statement
Currently, the company is using a manual system of maintaining data of customers and
managing communications and interactions with them. However, the workforce of the
company is finding it overwhelming to handle the ever increasing data resulting from new
orders that the company is getting in the expansion phase. The company employees do use
some legacy applications to support their data storage and communication needs. However,
because of multiple small business applications that are individually used for specific
purposes, the company has no uniform visibility into the system such that people from
different departments have to rely on others to get updates and information needed for work.
Thus, the company is planning to develop a seamless CRM that would solve the needs of all
departments and integrate their processes formally for the entire organization (LLPCRM,
2016).

Aims & Objectives
Aim of the project is to build a system that has features to support the current business
trends and demands through increasing employee productivity with the help of an integrated
CRM system. The objectives of the organization are:
 Understanding the current systems and processes used in the organization to
identify possibilities of digitization through CRM
 Collection of all the functional and non-functional requirements of the CRM system
 Developing a CRM solution based on requirements and makes it accessible
companywide.
Current CRM System & Challenges
The current CRM system that is used by the organization is scattered with multiple
procedures followed by people from different departments to maintain the client database.
Standard software like Microsoft Excel and Access are used for maintaining database and
for developing analytical reports to study operations and organizational performance. At the
starting of the business, most projects that the company handled were local but with the
business expansion into other countries, these projects have to be managed across different
locations needing company to manage data of customers from multiple locations. Moreover,
the expansion has increased the amount of data that has to be managed by many folds
which is making it difficult for employees to maintain it and collate reports for management
decision making. The company needs a system that can simplify the work of the company
staff and increase productivity.
Specific challenges that the company is facing currently include:
 There are not enough communication channels that can be used by staff to
communicate internally and with the customers to provide flexibilities.
 The data is huge and there are a large number of files that have to be handled which
makes the work both complex and time consuming for the staff
 The company has no graphical or visual reporting system for management and the
decision makers have to delve through complicated excel sheets to gather insights
Proposed CRM
Alternatives
Decisions on which CRM system to implement would need an organizations to take
decisions about the type of system that would suit best to the company requirements and the