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

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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IMPLEMENTATION OF CRM
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).