Implementing CRM Process in Telstra

The report deals with implementing the CRM process in Telstra. Telstra is a telecommunication business that deals with providing business with B2B model and B2C model. The report states the different systems that are carried out in Telstra and explains the process of improvement that would help to improve the business process of the company.

Running head: MANAGING INFORMATION SYSTEM
SOUTHERN CROSS UNIVERSITY
ASSIGNMENT COVER SHEET
For use with online submission of assignments
Please complete all of the following details and then make this sheet the first
page of each file of your assignment – do not send it as a separate document.
Your assignments must be submitted as either Word documents, text documents with
.rtf extension or as .pdf documents. If you wish to submit in any other file format please
discuss this with your lecturer well before the assignment submission date.
Student
Name: Mohammed
Student ID
No.: 22457413
Unit Name: Managing Information Systems
Unit Code:
Tutor’s
name: Hammond
Assignment
No.:
Assignment
Title:
Due date:
Date
submitted:
Declaration:

1MANAGING INFORMATION SYSTEM
I have read and understand the Rules Relating to Awards (Rule 3
Section 18 – Academic Misconduct Including Plagiarism) as contained in
the SCU Policy Library. I understand the penalties that apply for plagiarism
and agree to be bound by these rules. The work I am submitting
electronically is entirely my own work.
Signed
:
(please
type your name)
Mohammed Keita
Date:

2MANAGING INFORMATION SYSTEM
Executive Summary
The report deals with implementing the CRM process in Telstra. Telstra is a telecommunication
business that deals with providing business with B2B model and B2C model. The report states
the different systems that are carried out in Telstra and explains the process of improvement that
would help to improve the business process of the company. This report states all the functional
specification that CRM might include with the implementation in the business process. There are
post implementation activities that are to be carried out after implementing the CRM process in
the company. The project management methodology that is carried out for completing the CRM
process is the agile scrum methodology and the risk management as well as the change
management is explained in the report in the process of implementation.

3MANAGING INFORMATION SYSTEM
Table of Contents
1. Introduction..................................................................................................................................3
2. Present system analysis and functional specifications for the CRM system...............................3
2.1 Present System analysis.........................................................................................................3
2.2 Functional Specifications for CRM system...........................................................................4
3. Post-Implementation Activities...................................................................................................5
4. Project management, Risk management and Change management for implementing CRM......7
4.1 Project management...............................................................................................................7
4.2 Risk Management..................................................................................................................8
4.3 Change Management.............................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................12

4MANAGING INFORMATION SYSTEM
1. Introduction
As Telstra deals with B2B business models, there are clients which are associated with
the organization to take their telecommunications service. Telstra helps to build technologies as
well as provides solution of network that other companies needs to carry out their business
process. The organization now wants to make its business model to B2C and so want to
implement the CRM information system to its business process (Amuna et al. 2017). The
company wants to make its business process model as business to customer and wants to
implement the CRM information system in the working process of the company.
This report states the implementation as well as the designing process of the CRM
business model that is to be implemented in Telstra. This report explains the present system that
Telstra incorporates in its business process to maintain its relation with its clients. Presently, the
company works on B2B model and wants to implement to CRM information system in the
business to improve its B2C business model that is to be implemented in the system. This report
also explains the functional specifications that are to be included for incorporating the CRM
system in Telstra (Badwan et al. 2017). This report also explains the post implementation
activities that are to be considered for implementing the CRM system in the system. The process
of project management by which the CRM process will be implemented is also explained in this
report along with the risks and the changes that might come while incorporating the CRM
system.
2. Present system analysis and functional specifications for the CRM system
2.1 Present System analysis: The present system that Telstra incorporates in the system
includes robust system that would be able to manage the risk in the business. The company after

5MANAGING INFORMATION SYSTEM
shifting its working process to digital platforms, the legacy system of the company were closed
from the business. Although the company have implemented a good number of systems so that
they can send messages to their customers but with no proper system of managing the customer
interaction, the customers with the company would not get their customer service properly.
Although there is HSWE (Health, Safety, Wellbeing and Environmental) risk in the organization
to manage all the employees, customers and environmental associated risks, the organization
fails to manage those risks efficiently. The present working system in the organization includes
IT system as well as vendor system and provides system that supports the range of
telecommunication service in the company.
With the present working system in the organization, the company is facing challenges in
maintaining the strategy of the customer contact. They are not able to retail their customer and is
neither able to maintain a good relationship with their customers. Telstra offers cloud based
services to their customer and stores all the data of their customer in the cloud database of the
system (Homburg, Jozić, and Kuehnl 2017). The cloud based features that are included in Telstra
includes inbound communications, agent desktop, historical reporting, call recording as well as
includes high availability with network connectivity. But the company has to implement the
CRM system in the organization so that they would be able to manage the customer data and
maintain a good relationship with the customers.
2.2 Functional Specifications for CRM system: After implementing the CRM system in
the company, there are certain functions that the business process of Telstra would have. The
CRM information system in the company would be able to deal all the interactions between the
company and the customer, manage the sales data, the customer data, and manage the marketing
team of the company (Harrigan et al. 2015). CRM system includes data management system that

6MANAGING INFORMATION SYSTEM
supports all the interactions within the company. The following explains the specific functional
that the CRM would include in the organization after its incorporation.
Captures Data: The software used in CRM process helps to capture all the information
related to the customers. The data in the system might be included by the sales representatives
directly and also the customer visiting the customer service site can input their data in the
system.
Tracking: The CRM software helps to track the customers who are associated with the
system. The software is capable of tracking the interest of the customers by keeping a look on the
clicks of the customer and send those particular customers ads through phone calls or emails.
The CRM would be able to capture the information automatically.
Purchasing History Tracking: The customer purchasing history can be tracked by the
CRM software in the organization (Soltani and Navimipour 2016). The products the customers
have bought, the dates on which they have made purchases, the representative of sales who was
involved in the purchasing process, the price of the service, customer feedback and all other
information related with the service.
Marketing Report and Service Tracking: The CRM software in the company would also
be able to generate the reports about which ads published by them have the highest number of
viewers, which sites have attracted more number of clicks, the demographics of the customers
and the sales of a particular product in the market (Kasemsap 2015). The service tracking of a
service or product that is provided by the company can also be tracked with the CRM software.
3. Post-Implementation Activities

7MANAGING INFORMATION SYSTEM
After implementing the CRM in the working process of the business, Telstra needs to
make post implementation plan so that the maintaining service of the information system goes
well. Post implementation plan is to be set up by the company and there are certain elements that
are to be involved in the planning of post implementation (Nikpay et al. 2016). The six elements
that are needed are explained below:
Testing for usability: After implementing the new system, the users if the CRM
information system are to be asked about the usability of the system. The challenges or the
difficulties that the users face after implementing the service is to be known and provide them
with training if needed.
Know to stack up the org: The organization should know the resources that are available
online to compare the salesforce success (Naef et al. 2019). They needs to see other companies
using the CRM process and study their cases and implement a similar upgraded system in own
business process.
Developing feedback system for all users: The users can communicate with the people
who are involved in the post implementation process. The feedback of the users would help to
improve the business program in the company. It would be beneficial for Telstra to learn things
from the users who uses new processes as well as technologies on their daily basis.
Developing an internal user group: The customer who provides feedback and have
queries with the services and products of the company, they would have to contact the company.
So, the organization needs to set up a user group who would be able to answer all the queries and
doubts of the customer who are in need of help.

8MANAGING INFORMATION SYSTEM
Make strategic plan on long term basis: Planning for the future includes to learn the
output that each of the department of the sales team would provide. This would help them to
make their future better. Proper strategic planning allows to create the budget of the
implementation so that they would be able to meet the needs of the company (Chang, Wang, and
Li 2016). Strategic planning would improve the inefficiencies that are included in the business
process of the company.
Building resource library: Instead of providing training session or providing instruction
materials, the company would provide the employees with the online resources that are available
so that they would be able to learn from them.
4. Project management, Risk management and Change management for
implementing CRM
4.1 Project management: The project management methodology that is used in system
developing life cycle is the scrum agile methodology (López-Martínez et al. 2016). For
implementing the CRM information system in the working process of Telstra, agile scrum would
be the best used methodology that would help to incorporate the system successfully in the
system. As agile scrum methodology promotes iteration for developing as well as testing the
system in the life cycle of the development. In this methodology, the testing system and the
development system runs in parallel when compared to other technologies (Rehman et al. 2018).
There are main core values that the agile methodology provides. There should be individual as
well as team interactions that are over the processes as well as tools. The working software can
be done over the comprehensive documentation.

9MANAGING INFORMATION SYSTEM
The agile scrum methodology includes customer collaboration that comes over contract
negotiation. The agile methodology also provides respond to change the plan if needed for the
company (Osnes et al. 2018). Some of the benefits that agile scrum provides in incorporating the
CRM information system in business process of Telstra are explained below:
Flexibility: The agile methodology provides a flexibility to make a team and works on the
business need of the team (Hernández, Kreye, and Eppinger 2019). The team has the access to
build up their own team and set time as per the schedule they would finish the work.
Helps to build confidence: In the high competitive market, the agile scrum methodology
helps to create innovation and would help to develop new creativity in developing the CRM in
the system of Telstra. This would help to maximize the value of business to provide a solution in
the system.
Helps to lower the cost: Using the agile methodology in implementing the CRM system
in Telstra would also help the organization to lower the cost of the implementation (Bott, and
Mesmer 2019). This includes high productivity in the team.
Customer satisfaction: The agile methodology helps in higher customer satisfaction
because this methodology includes effective solutions for the customer who are associated with
the organization.
4.2 Risk Management: For implementing the CRM information system in the company
the company has to face many risks and also needs to modify those risks. There are many risks in
implementation process of the CRM system (Cook 2015). There are development risks and
deployment risks that leads to project failure. The risks that Telstra might faces while
implementing the new system are explained below:

10MANAGING INFORMATION SYSTEM
Integration Risks: There might be integration risks in between the new system software
and the legacy system.
Data Security: The data that are collected containing the customer satisfaction includes
large amount of data and those data are to be secured in the system. There might be a risk in
providing data security to the customers.
Benefits realization: The Company should be able to implement the changes that are
needed by the customers and customer satisfaction is to be improved (Krause, and Tse 2016). So,
by implementing a new system, the team might face risk about not accepting the change by the
customer that is being implemented in the system.
Training process: After implementation of a new process, the organization face risk to
train the employees of the organization so that they would be able to use the new information
system. The training process in the company should be done properly so that the employee with
the new system know about the way to handle the new system that is being implemented.
Restoring the system: While operating the new system, the system might back out or
might have some problems with the system (Brustbauer 2016). There should be learned
employees and professionals in the organization who would be able to solve the problem when
the system backs out. If the system does not work for long time, then the company would face
difficulty in running its business processes.
4.3 Change Management: Change management is very much essential that helps to
implement the software process in the organization (Hayes 2018). The change management
mainly helps to prepare all the users for the introduction to new system, helps to reduce the
resistance in the system and also helps to influence the attitude of the users in the system. The

11MANAGING INFORMATION SYSTEM
company should implement change management for future days and should implement few steps
that can avoid the unsuccessful implementations and project failure. The steps that are to be
taken are discussed below:
Support from the top management: The company should have the support of the top
management for implementing a change in the working process of the company. Without the top
management change, the change in the system is not possible.
Proper project team work: For implementing proper change management, the teamwork
is very much necessary for implement the change in the company (AlManei, Salonitis, and
Tsinopoulos 2018). The teams included in the system should support the processes of change
management. The teams handling the project should help to ensure proper change in the working
process
Proper communication: In the process of software implementation, there is a need to
communicate effectively in all the development and implementation process of the system
(Bjola, and Holmes 2015). The communication helps in strong network, includes end user
involvement as well as include effective planning in the system. Implementation of the new
system includes establishing proper communication with the system so that the change can be
implemented properly in the system.
Feedback: This is one of the important step that at is to be taken for identifying the
changes that the user need and the changes are accepted by the users or not. The project should
be improved with the feedback that the customer provided in the system.
Conclusion

12MANAGING INFORMATION SYSTEM
The customer relationship management includes managing the data of the customer
efficiently and also supports the sales management, facilitates the communication in the team,
helps in integrating with the social media and also helps to deliver insights that are actionable.
The CRM system that the Telstra wants to implement is a cloud based system that helps in
increasing the mobility as well as helps to implement a better ecosystem in the business.
By implementing the CRM information system in Telstra, the company would be able to
keep the details of the customer who are associated with the company and would be able to track
all the conversation details and can manage the accounts of the customer. By incorporating this
information system, the company would be able to maintain a better relationship with the
customer and would result in efficient business performance.
The project management process that would be used for implementing the CRM business
in the organization is scrum agile methodology of SDLC process. As stated in the report above,
the agile methodology will help to design the application, build the application as well as
implement them in the business. The present process of the system is also explained in the report
comparing them with the new CRM system that is to be implemented in the business. As the
project is a large project, with agile methodology of SDLC the team will be able to the break
down the activities of the project in to several parts known as sprints and will complete each
sprints within the time allocated for them. The post implementation process after implementing
the CRM is also explained in detailed in the report above.

13MANAGING INFORMATION SYSTEM
References
Abu Amuna, Y.M., Al Shobaki, M.J., Abu-Naser, S.S. and Badwan, J.J., 2017. Understanding
Critical Variables for Customer Relationship Management in Higher Education Institution from
Employees Perspective.
AlManei, M., Salonitis, K. and Tsinopoulos, C., 2018. A conceptual lean implementation
framework based on change management theory. Procedia CIRP, 72, pp.1160-1165.
Badwan, J.J., Al Shobaki, M.J., Naser, S.S.A. and Amuna, Y.M.A., 2017. Adopting technology
for customer relationship management in higher educational institutions. International Journal
of Engineering and Information Systems (IJEAIS), 1(1), pp.20-28.
Bjola, C. and Holmes, M., 2015. Digital diplomacy: Theory and practice. Routledge.
Bott, M. and Mesmer, B., 2019. An Analysis of Theories Supporting Agile Scrum and the Use of
Scrum in Systems Engineering. Engineering Management Journal, pp.1-10.
Brustbauer, J., 2016. Enterprise risk management in SMEs: Towards a structural
model. International Small Business Journal, 34(1), pp.70-85.
Chang, S.I., Wang, T. and Li, H.J., 2016, June. A Study of ITG Mechanism in Post-
Implementation phase of an ERP System. In PACIS (p. 7).
Cook, N.D., 2015. Crisis management strategy: Competition and change in modern enterprises.
Routledge.
Harrigan, P., Soutar, G., Choudhury, M.M. and Lowe, M., 2015. Modelling CRM in a social
media age. Australasian Marketing Journal (AMJ), 23(1), pp.27-37.

14MANAGING INFORMATION SYSTEM
Hayes, J., 2018. The theory and practice of change management. Palgrave.
Hernández, T.R., Kreye, M. and Eppinger, S., 2019. Applicability of Agile and Scrum to
Product-Service Systems. In EurOMA Conference.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), pp.377-401.
Kasemsap, K., 2015. The role of customer relationship management in the global business
environments. In Trends and innovations in marketing information systems (pp. 130-156). IGI
Global.
Krause, T.A. and Tse, Y., 2016. Risk management and firm value: recent theory and
evidence. International Journal of Accounting and Information Management, 24(1), pp.56-81.
López-Martínez, J., Juárez-Ramírez, R., Huertas, C., Jiménez, S. and Guerra-García, C., 2016,
April. Problems in the adoption of agile-scrum methodologies: A systematic literature review.
In 2016 4th International Conference in Software Engineering Research and Innovation
(CONISOFT) (pp. 141-148). IEEE.
Naef, R., Kläusler-Troxler, M., Ernst, J., Huber, S., Dinten-Schmid, B., Karen, T. and Petry, H.,
2019. Translating family systems care into neonatology practice: A mixed method study of
practitioners’ attitudes, practice skills and implementation experience. International Journal of
Nursing Studies, p.103448.

15MANAGING INFORMATION SYSTEM
Nikpay, F., Ahmad, R., Rouhani, B.D. and Shamshirband, S., 2016. A systematic review on
post-implementation evaluation models of enterprise architecture artefacts. Information Systems
Frontiers, pp.1-20.
Osnes, K.B., Olsen, J.R., Vassilakopoulou, P. and Hustad, E., 2018. ERP Systems in
Multinational Enterprises: A literature Review of Post-implementation Challenges. Procedia
computer science, 138, pp.541-548.
Soltani, Z. and Navimipour, N.J., 2016. Customer relationship management mechanisms: A
systematic review of the state of the art literature and recommendations for future
research. Computers in Human Behavior, 61, pp.667-688.
ur Rehman, F., Maqbool, B., Riaz, M.Q., Qamar, U. and Abbas, M., 2018, April. Scrum
Software Maintenance Model: Efficient Software Maintenance in Agile Methodology. In 2018
21st Saudi Computer Society National Computer Conference (NCC) (pp. 1-5). IEEE.