Implementation of CRM: Proposal for Accounting and Finance Association of Australia and New Zealand

This paper proposes the implementation of a new operational CRM for Accounting and Finance Association of Australia and New Zealand. The paper discusses the SWOT analysis, Porter's five forces model, and the 7 phases of the software development life cycle. It also highlights the benefits of the new CRM and its impact on the organization's sales and marketing strategies.

Running head: IMPLEMENTATION OF CRM
Letter to Sponsor
Mr. Daniel Vettori,
GM
Melbourne, Australia
Understanding the reputation of this global organization in the accounting industry, it can be said
that there are few issues associated with the business processes of this corporation. As the
business is growing each year the number of the clients are also increasing each day which is the
main concern of this letter. The organization faces huge competition from the rival organizations
so the customer relationship of this organization should be effectively enhanced so that the
mission and vision of the organization can be achieved.
I am very much obliged to you as I’m presenting the proposal to implement a new operational
CRM on the business environment of this organization. All the details of the customer and its
relationship with the organization can be handled in a more effective way with the incorporation
of the new operational CRM. The new operational CRM will be implemented using the seven
stages of the software developmental life cycle. Each of the phase have its own significance and
should be carefully managed considering the desires of the organization. A dedicated team can
surely look after the installation procedure of the new operational CRM in the working
environment of this accounting organization.
I am excited to get a positive response from your side so that the new system can boost the
efficiency and productivity of the organization as soon as possible.
Regards,

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IMPLEMENTATION OF CRM
Implementation of CRM
Name of the Student
Name of the University
Author Note:

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Executive Summary
The prime objective of this paper is to understand the importance of customer relationship
management system which is needed by an accounting firm of Australia and New Zealand. The
paper will be having numerous units, each unit will be presented in a well-structured manner.
The paper will be staring with the detailed information about the selected organization. The need
of the CRM can be understood with the help of that section. The following unit will be the
SWOT analysis of the organization, the organizations will be also evaluated with the help of
Porter’s five forces to understand which aspect of the business needs to be upgraded. The
problem associated with the organization will be present in the next unit. The following unit will
be considering the 7 phases of the software development life cycle such as the planning phase,
analysis phase, designing unit, developmental phase, testing procedures, implementation phase
and finally the maintenance phase. The implementation of a new CRM will be evaluated in the
next unit of this report with the help of project management skills where the roles of the
stakeholders associated with this project will be discussed in details along with the project
milestones. This transition phase of the selected organization will be analyzed with the help of
change management. The probable risks involved in this project will also be discussed in the
following unit.

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Table of Contents
1. Introduction..................................................................................................................................6
2. Discussion of Organizational Context:........................................................................................6
3. Discussion of External and Internal Environments.....................................................................7
4. Identification of the Problem and Opportunity for IS/IT.............................................................9
5. Planning phase...........................................................................................................................10
5.1 Justification of the Chosen System......................................................................................10
5.2 Project feasibility.................................................................................................................13
5.3 Project Plan..........................................................................................................................13
6. System Analysis and System Design.........................................................................................13
6.1 Business requirements.........................................................................................................14
6.2 Process Diagram..................................................................................................................15
7. Development phase, Testing and Implementation.....................................................................16
7.1 Developmental phase...........................................................................................................16
7.2 Testing Phase.......................................................................................................................18
7.3 Implementation procedure...................................................................................................19
7.4 Stakeholder training.............................................................................................................19
7.4.1 Training Plan................................................................................................................19
8. Post Implementation Activities..................................................................................................19
9. Project Management, Change Management, and Risk Management words.............................20
9.1 Project Management................................................................................................................20
9.2 Change Management...........................................................................................................21
9.2 Risk Management................................................................................................................21
10. Conclusion...............................................................................................................................22
11. Reference.................................................................................................................................23

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1. Introduction
The foremost determination of the paper is to focus on the implementation of the
Customer Relationship Management in the business environment of Accounting and Finance
Association of Australia and New Zealand for managing their business relationships with the
potential customers and the customers (AFAANZ 2019). This business and non-profit
organization is defined as the type of accounting industry having their clients in both Australia
and New Zealand. Managing the huge client base is a real challenge for this business
organization. The incorporation of the CRM will be very much beneficial for the organization to
deal with their clients.
Customer Relationship Management is defined as the type of business strategy which are
adopted by most of the global business organizations. The profitability of the business can be
maintained effectively with the help of this business strategy (Kumar and Reinartz 2018, pp.471-
431).
Business relationships can be maintained with the help of Customer Relationship Management.
Management of the information associated with them can be purposefully done with the help of
this business strategy. There are different categories of CRM such as the operational CRM,
Collaborative CRM and Analytical CPM (González-Benito, Venturini and González-Benito
2017, pp.421-441).
The paper will be using the 7 step SDLC model to help Accounting and Finance
Association of Australia and New Zealand (AFAANZ) to incorporate a new CRM system in
their working environment. The implementation of the new system will help this organization to
meet their organizational objectives.

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2. Discussion of Organizational Context:
Considered as one of the most reputed non-profit accounting organization AFAANZ was
established in the year 2002 by the Accounting Associaation of Australia and New Zealand and
the Australian Association of University Teachers in accounting. This business organizations
provides good deal of support to the academic interests of the people. The users of this
accounting organizations enjoy different categories of benefits. The users of this business
organization can even earn scholarships (Cambra-Fierro et al. 2017, pp.316-333).
New Research teams are being produced every year from this accounting organization from both
New Zealand and from Australia. The annual conference of this business organizations occurs in
the month of July where press and media statements are released by the management team
stating about the performance of different kinds of stakeholders associated with this accounting
organization (Dalla Pozza, Goetz and Sahut 2018, pp.391-403).
Last year the annual conference was held in the city of Auckland, New Zealand.
Management of the consumers of this business organizations is very much important as it helps
in increasing the business reach of this organization. The entire profitability of the business
depends upon the customer experience. Membership discounts and free packages are given to the
new consumers so that the prime internal stakeholder of the organization can maintain long term
relation with their clients who are staying far away from their home branches (Rapp and Ogilvie
2015, pp.91-103).
Interaction with the customers is very much essential for this business organization. The
prime target of this accounting organization is customer retention and the integration of the CRM
can significantly help in the growth and progress of the organizations (Pedron et al. 2016,
pp.526-545). The details of each of the customers are managed by this business organizations
and it could be done in a better way with the help of the CRM.
3. Discussion of External and Internal Environments
Every business organizations needs to have a competitive advantage over the other
business organizations so that they can stay and grow in this competitive market (Rigo et al.
2016, pp.45-60).

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This accounting industry will be analysed with the help of specific tools such as the SWOT. The
SWOT analysis will be very much useful for the readers to understand about the threats,
opportunities, weakness and strengths of this finance and accounting organization (Al-Azzam,
and Khasawneh 2017, pp.526-545).
The strengths and weakness of the organizations can be improved with the help of this
analysis.
Strength Weakness
1 One of the main strengths of this
organization is to tackle adverse business
conditions such as inflation in a professional
manner.
2 The co-sponsors and the external
stakeholders of the organization such as the
subsidiary organizations provides huge
support to this accounting organizational
during the crisis hours.
1 The threats coming from the rival
accounting organizations in Australia are the
most significant threats faced by this business
organization.
2 The cost involved with the equipment’s
used in the working environment of this
industry is one of the prime weaknesses
associated with this organization.
Opportunities Threats
1 The wide range of service provided by the
management team of this organization to the
clients of this organization over the years
provides huge opportunity of growth for this
organization even if there are constant threats
coming from the rival organizations and
market competitors.
2 Flexible working hours for the employees
of the organization is very much important for
the organization to retain the employees of the
organization.
1 The main threat of this organization is the
changing laws and regulations of Australia.
The complexities in the income tax returns are
the other considerable threats of this
organization.
2. The other threat faced by the management
team of this organization is the management
of the needs and requirements of the
customers.
Table 1: SWOT Analysis of AFAANZ

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(Source: AFAANZ 2019)
The competitiveness of this industry can be analysed with the help of the following table
which us based on Porter’s five forces.
Forces Analysis
Threat of substitutes This business organization have a great threat
coming from the substitute products and
services.
Threat of new entrants The threat from the new entrants is huge
challenge for this industry.
Competitive rivalry This organization faces competitive rivalry
from the other rival organizations.
Bargaining power of suppliers The bargain power of the suppliers had no
effect on the progress of the organization.
Bargaining power of customers The power of the customers is important for
this business and the it needs the
incorporation of CRM to enhance the profit
percentage.
Table 2: Porter’s five forces model AFAANZ
(Source: AFAANZ 2019)
The two different categories of internal and external environmental analysis help in
understanding the exact requirement of this organization which is the installation of the CRM.
This business organization faces serious threats from the substituted products and service
provided by the other rival organizations (Srivastava, Chandra and Srivastava 2019. pp.526-545).
The organization have their clients all over Australia and New Zealand, since the needs
and requirements of the consumers are keeping on changing the incorporation of the CRM will

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IMPLEMENTATION OF CRM
surely help this organisation to have a bright future in the coming years. There are demand of
this business organization is also high as it have a high market reputation among the other
accounting organizations in the area.
4. Identification of the Problem and Opportunity for IS/IT
The business targets of the organization depend entirely on the role of the consumers of
this industry. Management of the issues which are faced by the consumers of this organization
are very much essential for the growth and productivity of the organization. This business
organization has their clients all over the world but has the citizenship of both New Zealand and
Australia (Law et al. 2018, pp.1686-1704).
There are clients from diverse cultures which are needed to be managed effectively as the
business depends entirely on its performance of the services provided by this organizations. The
incorporation of the new customer relationship management systems will be very much
beneficial fir this organization to deal will all the issues and challenges faced by the clients of the
organizations. The growth and progress of this business instructions can be significantly boosted
with the help of the new CRM.
. The installation of the new and advanced CRM will be also helping this organization to
enhance their existing business practices. The sales and marketing of this business organizations
is also an important business aspect of this organization which can be improved by the presence
of the CRM (Rahimi and Gunlu 2016, pp.89-112).Tracking of the services provided by this
organization can be done in a professional way with the help of the new CRM.
5. Planning phase
5.1 Justification of the Chosen System
The new system which will be integrated into this accounting organization will be hugely
beneficial considering its business relations with their customers. The most striking features of
the new advanced CRM are contact management, customer opportunity management,
management of the leads, management of the sales and marketing strategies adopted by this
business organization, automation of the sales force and forecasting of the sales (Lipiäinen 2015,
pp.2-19).

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These wide ranges of services provided by the new CRM will help this business organization to
manage their business relation with all its associated stakeholders such as the clients as well as
the strategy analysts (Girchenko, Ovsiannikova and Girchenko 2017, pp.251-261).
Understanding the needs and requirements of
the consumers of this industry.
Development of attractive offer for the
organization so that it can increase its
business reach in a matter of years.
Sales and Marketing strategies which will be
useful to acquire the clients of the
organization.
Retaining the existing customers of the
business as well as creating new base for the
clients.
Table 3: Aim from the CRM
(Source: Created by the author)
All these business aspects can be maintained with the help of the operational CRM which
is planning to be implemented in the working environment of AFAANZ. The potential customers
of this accounting organization can be also managed with the help of the operational CRM. The
business processes of this organization such as the service, marketing and sales can be also
managed with the help of the operational CRM (John 2017, pp.39-47).
The information of the customers can be also managed effectively with the application of the
operational CRM. Like every other business organizations this business organization also have a
great supporting team which faces numerous critical environments which can be easily managed
with the advanced specifications of the operational CRM.
The operational areas which can affected with the help of the new operational CRM are as
followings:
o Scheduling of the projects.
o Tracking the performance of the employees.
o Cross team collaboration.
o Automated communication with the clients of this organization and sorting of the leads
that are constantly being generated

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IMPLEMENTATION OF CRM
.
Figure 1: Impact of CRM in lead distribution
(Source: Bahri-Ammari and Soliman 2016)
The prioritization of the risks is also considered in the operational CRM. Thus, the
incorporation of the new operational CRM will provide this organization a competitive
advantage of the other organizations.
Alternative solutions such as the incorporation of artificial intelligence systems can be
useful for this business organization as well but there are plenty of limitations with the
installation of artificial intelligence as compared with the incorporation of the operational CRM.
However, it can be said that the alternative solution can be useful in long term planning as the AI
based systems usually lasts longer than the operational CRM (Reid and Catterall 2015, pp.526-
545).
The decision-making criteria of the operational CRM can be very much beneficial for this
organization as it helps to deal with the customer relationship management with in a estimated
cost (Almotairi 2016, p.107).
Management of the available resources can be very much useful for this organization to
deal with the adverse business conditions such as inflation.
Clients Operational
CRM
Agents of the
organization

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5.2 Project feasibility
Implementation of a new IS involves the management of both tangible and intangible
costs. These kinds costs associated with the IS can be evaluated with the help of the cost benefit
analysis (Hasan 2018, pp.84-190).
Tangible Cost Intangible Cost Tangible Benefits Intangible Benefits
System maintenance
cost and installation
costs are the tangible
costs associated with
this project.
The training sessions
which are needed to
be given to the
employees of the
organization requires
huge investments
which falls in the
category of the
intangible costs.
The process costs and
the operational of the
organization will be
significantly reduced.
The customer service
quality can be
significantly
improved with the
intangible costs.
Table 4: Cost Benefit Analysis of AFAANZ
(Source: AFAANZ 2019)
5.3 Project Plan
The implementation of the new operational CRM must involve a professional project
plan considering each parameter associated with the project such as the resources, scope and the
stakeholders associated with the project (Hefner 2017, pp.384-390).
Time frame of each development should be assigned to the project manager so that the
implementation finishes of in time.
6. System Analysis and System Design
This unit of the paper will be focusing on the analysis of the information considering the
business requirements of this organization which can be used in the designing phase of this
project. Process diagrams will be considered in this unit of the report to understand the system in
a better way.

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6.1 Business requirements
The business requirement of this organization revolves around the ever-changing needs
and requirements of the clients of this accounting organization. Understanding the structure of
the management and the business processes, being compatible with the existing systems,
understand the current and future business trends are most import business requirements of the
new operational CRM Barcelo-Valenzuela 2018, pp.526-545).
. The supplier and project risk management are the secondary business requirements from
the new system so that it can have a positive impact on the customer experience of the company
hence result in the growth and progress of the organization.

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6.2 Process Diagram
Figure 2: Role of CRM using process diagram
(Source: Created by the author)

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7. Development phase, Testing and Implementation
7.1 Developmental phase
The developmental phase of this new CRM will be very much useful for the readers of
this document as it will provide details about the data which can be managed with the help of the
new CRM.
. An IT infrastructure needs to be created for the operation of the new system. Bigger
databases are a must for the implementation of the new system along with that there are lots of
equipment’s which are needs to be incorporated along with the operational CRM.
. Effective training sessions should be based on the trial version of the operational which
are available free of cost so that the cost involved with the CRM can be minimised.
The limitations and the benefits of the developmental approaches are as follows:
Option Benefit Limitation
Trial version of CRM Useful to minimise the
amount of money required in
this project.
Full version cannot be used
by concerned stakeholders.
Internal development Organization will enjoy
competitive advantage.
Huge time required for the
development procedure.
Service Greater efficiency in
customer engagement
Less control of human
resources.
Table 5: Disadvantage and advantage of development approaches
(Source: Hardjono and San 2017, pp. 55-75)

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Figure
3:
Complexity Cost Relationship of the project
(Source: Reicher and Szeghegyi 2015, pp.183-200)
Figure 4: Time Frame Analysis of the project
(So
urc
e:
Jaber and Simkin 2017, pp.475-494)
Application of CRM Best of Operational CRM Complexities of other
equipments
0
2
4
6
8
10
12
14
C-R Relationship of the two project
Purchase Cost Implementation complexity Other limitations
Purchase cost Implementation
complexity Limitations
0
1
2
3
4
5
6
Time Frame

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7.2 Testing Phase
The implementation of the new system must be having professional testing procedures so
that the desired results are obtained from them. All the errors, bugs and risks involved in the
project should be minimised with the help of a testing plan where each unit of the operational
CRM will be examined with the help of the software testers.
All the conditions, performance and the specifications must be regularly tested
considering the user interface, backend functionalities and the surrounding environment.
Test Procedure Deliverable Result Response Solutions
UI Test
considering the
design of the
system
Logic testing 0 % error N/A N/A
Simulation test Logic testing
and
effectiveness.
1% error N/A N/A
Operational test
with
hypothetical data
Model testing 5% error Compatibility
issue
Upgrade the
surrounding
environment.
Operation test
with live data
Acceptance test 10 % error Issue in data
abstraction
Revise data
storage facilities
Desk check walk
by concerned
stakeholders of
the organization
System
Documentation
4% error N/A N/A
Table 6: Test Plan summary of the project
(Source: Kumar and Reinartz 2018, pp. 77-79)

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7.3 Implementation procedure
Detailed documentation, selection of the appropriate implementation plan, providing
training to the associated stakeholders of the organization are the most important aspect of the
implementation of this project. The implementation plan for this project considers the usage of
the new system, administration and system requirements and professional training. There are
different categories of implementation method such as the plunge method, parallel method,
phased method and pilot method. The selection of the implementation model depends upon the
existing systems used in the environment. Phased method can be used in the business
environment of this organization as the risk involved in this project implementation is minimum
as compared with the other implementations.
7.4 Stakeholder training
Experienced professional is required by this organization so that the desired results are
obtained from the proposed software. Week long training is required for the associated
stakeholders of the organization. Training plan which can be followed in the training sessions are
discussed below.
7.4.1 Training Plan
Activities Stakeholder Attendance Duration
Basic Training All concerned
stakeholders.
Every staff of the
organization
1 day
Premium training CRM vendor IT staffs 4 days
Training for admins Management team Privileged users 2 days
Table 7: Training Plan of the project
(Source: Gholami et al. 2018, p.1237)
8. Post Implementation Activities
Constant evaluation is needed after the training sessions so that a supportive environment
can be created with the implementation plan of the new operational CRM in AFAANZ. The
changes which can be useful for the effective working of the new system should be also
implemented using the same implementation procedure. The errors and the solution are
explained in the following table.

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Issues Stakeholder Solution
Maintaining customer
relationship
Human Resource Professional CRM oriented
training
Data handling System Engineer Stakeholder training
Security issues of the data IT team Risk Management
Table 8: System Maintenance
(Source: Zouaoui, Triki and Ferchichi 2016, pp.142-152)
9. Project Management, Change Management, and Risk Management words
9.1 Project Management
Different categories of project will be managed with the help of the project managers. All
the stakeholders associated with the project considering their role in the projects needs to be
managed effectively so that the project finishes in time with all the available resources. Priority
of each of the stakeholder associated with the project must be clearly defined. The priorities of
the project along with their role and the milestones of each phase of the project are described in
the below tables.
Stakeholder Priority Responsibility
Management team of
AFAANZ
High Cost controlling cost
budgeting
IT department of AFAANZ High Project scheduling
Customer Service department Medium Quality analysis
Consumers Low Providing feedback
Table 9: Stakeholder Responsibility
(Source: Ogilvie and Rapp 2015, (pp. 76-91)
Phase Time Authority
Documentation 05.02.2019 to 10.02.2019 Management of the

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AFAANZ
Design phase 15.02.2019 to 25.02.2019 Design experts and project
manager
Developmental phase 25.02.2019 to 25.03.2019 IT experts
Testing phase 26.03.2019 to 28.03.2019 Software testers
Implementation 29.03.2019 to 10.04.2019 Project manager
Training and maintenance 11.04.2019- onwards IT experts/ Project managers
Table 10: System Maintenance
(Source: Stanimirov, Zhechev and Stanimirova 2017, pp. 50-51)
9.2 Change Management
The proposed change will be hugely beneficial for this organization as it will be in
enhancing the business sales of the organization. Acceptance of the change and optimum change
strategy are the prime aspects of this project. The role of the positive leaders is inevitable in this
project. Management of the assets and the resources are very much essential for the successful
completion of the project.
The communication and motivating abilities of the project managers will be playing a vital role
in this project.
. The need for training sessions for the employees should be also managed by the project
managers.
9.2 Risk Management
There are numerous risks associated with this project along with their priority and
response rates which are described in the following table.
Risk Impact Score Response Cause
Cost Schedule delay 10 Backup plan Management
failure
Project Schedule delay 8 Select Inefficient

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scheduling compound
talents
project manager
Testing failure Delay in
delivery
6 Backup plan Management
failure
Table 10: Risk response strategy
(Source: San-Martín, Jiménez and López-Catalán 2016, pp.18-29)
10. Conclusion
The above report helps us identify the different categories of risks associated with the
installation of a new device in an accounting industry. The importance of maintaining an
efficient customer management system in a business unit is possible with the help of the
management team and project manager can be also concluded from the paper. The paper also
helps us understanding the wide range of CRM which are available in the market; along with that
the paper highlights the importance of the internal and external environment analysis to find out
the market reputation of the organization considering their internal and external stakeholders.
The business opportunities and threats are understood from the SWOT analysis. The role of the
external stakeholders along with the impact and analysis can be concluded from this paper well.
The paper focus on the software developmental life cycle considering its 7 phases, each phase
having its own significance. The positive impacts of CRM in this accounting industry are
properly calculated. The project scheduling and feasibility report is documented before the start
of the architectural phase which is again followed by the month long developmental phase. The
drawback and advantage of the CRM can be also understood from this paper. The complexities
associated with the installation of a new system on an accounting organization are described in a
detailed manner. The entire training plan, time frame, stakeholder analysis helps in concluding
the huge contribution of CRM in this accounting organization.

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IMPLEMENTATION OF CRM
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