Research Report: CRM System Implementation for Vodafone Australia

This report presents a comprehensive analysis of CRM system implementation for Vodafone Australia. It begins with an executive summary and introduction outlining the benefits of a CRM system in managing customer data, improving sales, and providing actionable insights. The report then delves into the context of Vodafone Australia, including its mission, vision, and services, followed by an examination of its internal and external environments, identifying strengths, weaknesses, opportunities, and threats. The core of the report justifies the choice of a CRM system, emphasizing its role in enhancing customer service and facilitating new customer acquisition. It includes a cost-benefit analysis and a feasibility study, covering schedule, planning, requirements, design, development, testing, implementation, and maintenance. Furthermore, the report details the design and analysis of the CRM system, the phases of development, testing, and implementation, along with post-implementation activities. Project management, risk management, and change management strategies related to the CRM system implementation are also discussed, concluding with a summary of the key findings and recommendations. The report utilizes Salesforce as the proposed software for CRM system implementation.

Running head: CRM SYSTEM IMPLEMENTATION
Covering letter to the sponsor 100
To,
The Sponsor,
Subject: Application for sponsoring for the CRM system implementation
Respected Sir/Madam,
I would urge to lend a helping hand by sponsoring for the CRM system
implementation in the organization of Vodafone Australia. The accomplishment of a CRM
system in this organization is very important as by the execution of this system would help the
company in enhancing the services which are provided to the respective customers as they form
the driving force as well as the potential for the organization. This system would also help in the
facilitation of the discovery of the fresh customers for the development of the company along
with incrementing the revenues of the entire customer base.
Thanking You,
Yours Faithfully,
Employee of Vodafone Australia.

CRM SYSTEM IMPLEMENTATION
Research proposal: CRM System Implementation
Name of the Student
Name of the University
Author Note

CRM SYSTEM IMPLEMENTATION
Table of Contents
1. Introduction..............................................................................................................................5
2. Body.............................................................................................................................................6
2.1 Context of the organization...................................................................................................6
2.2 Internal and external environments of operation...................................................................7
2.3 Opportunity/Problem for IS/IT..............................................................................................8
2.4 Justification of the choice of the proposed system................................................................9
2.4.1 Cost benefit Analysis......................................................................................................9
Figure 1: Cost benefit analysis..............................................................................................10
2.4.2 Feasibility Study...........................................................................................................10
2.4.3 Schedule Feasibility......................................................................................................11
Planning.....................................................................................................................................11
Requirements.............................................................................................................................11
Design........................................................................................................................................11
Development..............................................................................................................................11
Testing.......................................................................................................................................11
Implementation..........................................................................................................................11
Maintenance...............................................................................................................................11
2.4.4 Support of the implemented CRM system the main goals of the organization............11
2.5 Design and analysis of the CRM system.............................................................................12

CRM SYSTEM IMPLEMENTATION
2.6 Development, testing and CRM system implementation....................................................13
2.7 Activities after the CRM system implementation...............................................................15
2.8 Project management related to the CRM system implementation.......................................16
2.9 Risk management linked with the CRM system implementation.......................................16
2.10 Change management associated with the CRM system implementation..........................18
3. Conclusion.............................................................................................................................18
4. References..............................................................................................................................20

CRM SYSTEM IMPLEMENTATION
Executive Summary
A CRM system Customer Relationship Management system helps in the procedure of managing
the data of the customer. It mainly focuses on supporting the management of sales along with
delivering several insights which are naturally actionable. It involves the integration with the
social media and focuses on the facilitation of the occurrence of communication within the team.
This research proposal aims to discuss the context of the selected organization which is
Vodafone Hutchison Australia which is frequently known as Vodafone Australia. It is a company
of mobile telecommunications and they are providers of the internet services. This proposal aims
to justify the selection of the CRM system and how would it help this company in achieving all
their strategic goals. Next, this proposal aims to focus on both the design as well as the analysis
of the CRM system which is going to be implemented in this organization. It also aims to focus
on the development, testing and implementation phases of the CRM system. This proposal
purposes to focus on several kinds of activities which are associated after the CRM system has
already been implemented and has been set up for the real experiences.

CRM SYSTEM IMPLEMENTATION
1. Introduction
A CRM system Customer Relationship Management system helps in the procedure of
managing the data of the customer. It mainly focuses on supporting the management of sales
along with delivering several insights which are naturally actionable (Abu et al. 2017). It
involves the integration with the social media and focuses on the facilitation of the occurrence of
communication within the team. Those systems of CRM which are based on the clouds provides
with complete amount of mobility with the accessibility to the entire ecosystem of several kinds
of indicated applications.
These kinds of systems help various kinds of businesses in keeping the details of contact of
all the customers updated. These kinds of systems also helps in tracking the interactions of each
and every customer along with focusing on the management of the respective accounts of the
customers. The types of systems are just designed with the aim of helping all the businesses for
improving the relationships of the customers along with the maintenance of CLV or customer
lifetime value (Alamgir and Shamsuddoha 2015). This becomes an essential as these types of
data are regularly generated are regularly generated by numerous businesses in higher amounts.
This research proposal aims to discuss the context of the selected organization which is
Vodafone Hutchison Australia which is frequently known as Vodafone Australia. It is a company
of mobile telecommunications and they are providers of the internet services (Alexander
Kracklauer and Seifert 2019). This proposal aims to discuss its external and internal
environments of operation along with the opportunities or the problems which are associated
with the ongoing information system of this organization. The software which would be utilized
in this scenario is Salesforce.

CRM SYSTEM IMPLEMENTATION
This proposal aims to justify the selection of the CRM system and how would it help this
company in achieving all their strategic goals. Next, this proposal aims to focus on both the
design as well as the analysis of the CRM system which is going to be implemented in this
organization. It also aims to focus on the development, testing and implementation phases of the
CRM system. This proposal purposes to focus on several kinds of activities which are associated
after the CRM system has already been implemented and has been set up for the real
experiences. At the end, this proposal focuses on change management, risk management along
with the management of the project which is linked with the process of the CRM system
implementation.
2. Body
2.1 Context of the organization
Vodafone Australia is a company of mobile telecommunications which serves as the
providers of internet services by which the brand of Vodafone in Australia is operated. The
mission of Vodafone Australia consists of trying to make several things execute in a very
different manner for all their respective customers ranging from very simple plans to ending of
the bill stock. This organization strongly focuses on transforming the procedure by which the
entire industry of mobile operates. It mainly focuses on enriching the lives of their customers via
the unique mobile communication power.
The vision of Vodafone Australia is to be the leader of communication in a world whose
connectivity is going on incrementing with each passing day. Their vision also comprises of
being a leader inside the industry with respect to responding to the concerns of the public
connected with masts, heath and mobiles as well.

CRM SYSTEM IMPLEMENTATION
This organization focuses on connecting with people, things along with places and supports
various kinds of organizations to achieve their goals in a successful manner in a world which is
becoming digital with every single passing day (Badwan et al. 2017). On the other hand, it also
considers both safety and health as an essential part of their regular business processes and not an
extra process (Alt and Puschmann 2015). Various types of services are managed by the
organization such that people find it easy for collaborating with other in a much effective
manner.
2.2 Internal and external environments of operation
Strengths
 Strong recognition of brand along
with the awareness of the brand.
 Diversified offerings of services
(Chang, Wong and Fang 2014).
 Strong background of advertisement.
 Presence and preference of this
particular brand all over the world.
 Huge base of the subscribers are
possessed by this organization.
Weaknesses
 Lack of presence of this brand in the
numerous rural areas.
 Fall in the valuation of the brand.
 The rates of success of this brand is
very limited outside of the core
business (Dave 2017).
 Huge debt is also possessed by this
particular brand.
Opportunities
 Emergence of numerous markets
where this particular brand is preferred
more.
Threats
 The only threat which is possessed by
Vodafone is that higher levels of
competition is faced by this brand

CRM SYSTEM IMPLEMENTATION
 The levels of penetrability has become
better in the rural markets.
 Improved coverage of the network.
 Higher levels of increment of both
internet as well as the mobile users
(González-Benito, Venturini and
González-Benito 2017).
(Farhan, Ellatif and Abed 2017).
In addition to this, Vodafone Australia has been ranked to be as the second best network
of Australia. It also holds the place of second biggest network of 4G just after Telstra. Vodafone
also outplayed Optus in terms of the expansion of the network. The industry in which is
organization operates in is the industry of mobile telecommunication.
2.3 Opportunity/Problem for IS/IT
Opportunity for IS/IT: Nowadays, technology has become a driving factor for each and
every business, The interaction of every single client along with several internal processes is
heavily reliable on the information systems. Various opportunities related with information
system is that it possesses capabilities of providing of appropriate information and data to all its
users (Josiassen, Assaf and Cvelbar 2014). An important part is played by this particular data and
information which are provided by the information system in completing numerous variations of
task in an effective method and it suits the users in best ways possible.
Problems for IS/IT: The problems associated with the information system constitutes of
meeting up of all the needs of the organization. The reason behind this is an essential role is

CRM SYSTEM IMPLEMENTATION
played by the information systems along with the presence of the professionals who heavily stay
reliable on the technology for each and every operational aspects. Here what happens is reports
on the ongoing activities are pulled up by the team of management before making or fixing any
kind of decision regarding that aspect for the aim of ensuring the utilization of these facts rather
than making some educated as well as logical guesses regarding the information system.
Next problem comprises of the absence of certain solid strategies among the members of
the team would could build strategies for the information. Next problem comprises of lack of
capabilities for both retaining as well as attracting top and fresh talents for handling of the
information system (Khodakarami and Chan 2014). Integration of new and advanced
technologies as it leads to much complications along with the utilization of the updated versions
of the software is also a problem.
2.4 Justification of the choice of the proposed system
This particular system is selected for this organization as the utilization of the system of
CRM helps in enhancing the service which is provided to the customers in a much better manner.
In addition to this, several kinds of strategic advantages could be provided to this organization by
the process of implementing the system of CRM. It is responsible for the facilitation of the
discovery of the new customers (Luc 2018). It additionally helps in incrementing the revenues of
all its customer’s base. So, the implementation of this system is important for the organization
for satisfying the needs of the customers along with maintaining a strong customer base.
2.4.1 Cost benefit Analysis
Cost benefit analysis or normally indicated to be CBA is defined as one of the essential
procedure which is utilized by all kinds of businesses for the aim of analyzing several kinds of

CRM SYSTEM IMPLEMENTATION
decisions. The analyst of the business who is accountable for performing these kinds of tasks
sums all of the benefits of a given action or a situation. After this, the entire costs linked with it
taking of the action gets subtracted. It additionally helps in the process of making of decisions.
Figure 1: Cost benefit analysis
(Created by Author)
2.4.2 Feasibility Study
In simple words, feasibility study is referred to as a typical kind of assessment for
measuring of the levels of the practicality of the proposed procedure or plan.

CRM SYSTEM IMPLEMENTATION
2.4.3 Schedule Feasibility
Schedule Feasibility is termed as the method required for evaluating that by how much
time does all the essential tasks get completed within the deadline while covering of all
constraints which occurred for impacting the change.
Phases Jan-Feb Feb-
March
March-
April
April-May May-June June-July
Planning

Requirements 
Design 
Development  
Testing  
Implementation 
Maintenance 
2.4.4 Support of the implemented CRM system the main goals of the organization
The CRM system implementation helps in supporting the strategic goals of the selected
organization as it helps the organization in making the relationships with the client better than
earlier (Meyliana, Hidayanto and Budiardjo 2016). This is very essential as clients are the

CRM SYSTEM IMPLEMENTATION
driving factors and the pillars of success for this organization. It focuses on the improvement of
the capabilities of cross-selling. This helps the organization in understanding the demands as
well as the needs of the clients in a better manner such that they could further proceed
accordingly for earning the trust of their clients. It increments the collaboration of the team.
2.5 Design and analysis of the CRM system
The design of a CRM system consists of human resource management which focuses on
the correct along with effective utilization of the skills and human resources at certain situation
and moment. It is important for to remain assured regarding the matching of levels of several
professionals with respect to those tasks which are undertaken by them (Moffatt-Bruce 2017).
Next is the lead management which focuses on tracking the leads of the sales along with their
respective distribution. Next is the customer service which associates with itself the collection of
important data and purchase patterns and information of the customers.
Next is marketing which involves several types of activities of promotions which are
itself adopted by the organization such that the customers could come to know about the
existence of their products. Then comes the automation of the workflow where various kinds of
procedures are simultaneously run in the context of management. This involves cutting of costs
in an efficient method. The streamlining of most of the processes also gets involved in an
efficient procedure as well. Then comes reporting of the business where CRM appears along
with the sales management, certain reports of the customer care along with marketing.
Assistance is received by several executives of this organization in gaining insights into the
management of work by reports of the customer care reports (Moffatt-Bruce et al. 2017). Lastly,
it is the turn for analytics which in turn indicated as the procedure of both representing as well as
studying the data accordingly for the aim of observing the trends within the market place. A

CRM SYSTEM IMPLEMENTATION
detailed understanding could be achieved by the creation of certain graphical data representations
as bar graphs, charts or histograms etc.
The analysis of the CRM system mainly focuses on the relationship, customer along with
the management of those particular relationships. This system helps in the process of
simplification of the processes of both sales and marketing as well. This system mainly focuses
on the providing the customer with better quality of services (Navimipour and Soltani 2016). In
addition to this, the efficiency of the system also gets maximized. The customer too gets satisfied
to have received expected levels of services.
2.6 Development, testing and CRM system implementation
The development of CRM system involves the assimilation of several kinds of activities
which could be utilized for developing this particular system. The CRM system involves the
planning of several kinds of activities before it gets implemented along with the reviewing of the
need of such kind of system for the organization. The phase of development of the CRM system
also involves certain d types designing of the system by the process of acquiring of hardware
along with the software whenever it becomes very important to utilize (Nikou, HarihodinChe and
MohdMalekalketabKhiabani 2016). Once the phase of development of the CRM system gets
completed then it gets further forwarded towards the phase of testing.
In the phase of testing, the CRM system is set up in a systematic manner and is made live
such that the system could be utilized and monitored by every single user. The phase of testing
focuses on checking up of each and every functionality of the CRM system that whether every
single functionality of the system is getting executed in a systematic or proper method or not.
This particular system of CRM is tested on the basis how it is performing all of its expected

CRM SYSTEM IMPLEMENTATION
functions. It is important to test the CRM system before it gets implemented in a high level
organization like that of Vodafone Australia. For the testing of the CRM system to be correct, it
must possess several capabilities which is supposed to be performed by the CRM system in a
very successful manner (Pedron et al. 2016). The CRM system is tested against all the
requirements and odd conditions.
This is done for ensuring that the system really possesses several kinds of capabilities of
addressing certain kinds of problems and is able to solve all sorts of problems for which it has
solely been developed. Several important features of CRM is tested for remaining assured that it
is finally successful in gathering of the entire detailed information regarding the profiles of the
customers (Passaro 2014). Various other capabilities like that of leveraging of the data of the
respective customers from the numerous processes of the service has also been tested.
The implementation of the CRM system involves the successful testing of the system
first. This indicates towards the installation of the new and advanced system which was
previously tested before the commencement of the phase of implementation (Tileaga, Nitu and
Nitu 2014). Implementation of the CRM system a bunch of steps which are oriented with actions
which are previously planned for making the process of implementation much clearer and
smoother. It involves the organization of the information system in a systematic manner along
with the procurement of the software for the information system.
After the system gets implemented in a successful manner, good amount and quality of
training needs to be provided by to the users such that they find it easy in handling the new and
advanced system. For the implementation of this particular CRM system, the creation of the
physical infrastructure becomes an essential factor.

CRM SYSTEM IMPLEMENTATION
2.7 Activities after the CRM system implementation
Various kinds of activities which needs to be performed just after the implementation of
the CRM system has finished comprises of monitoring of the reviews regarding the smooth
functioning of the CRM system where it has just been implemented (Pohludka and Štverková
2019). The initial activity which is mainly necessary just after the completion of CRM system
implementation is the monitoring of the ongoing function of the system of CRM. All the
members of the team along with each and every stakeholder associated behind the
implementation of the CRM system should come together under one roof for reviewing of the
functioning of the CRM system which has already been implemented in Vodafone Australia for
providing of best of services to the customers along with incrementing the revenues of the
customers etc.
Next comes the building of various types of capabilities by the core members of the team
for the aim of handling of numerous types of questions that would be asked with respect to the
several processes along with various technical capacities of the software which has been utilized
(Šebjan, Bobek and Tominc 2014). The occurrence of the transitions of the consultants where the
duties of each and every members of the core teams is transitioned by the consultants.
On the other hand, good amount of training should be provided to those people who are
particularly accountable for handling of the CRM system along with execution of the several
kinds of tasks. As lack of providing of good amount of training to those people would in turn
hamper the system which has already been implemented in such a renowned organization like
Vodafone Australia (Reicher and Szeghegyi 2015). In addition to this, the maintenance of the
software is required and that particular software needs to be updated on a regular basis. The
software which is utilized here is Salesforce.

CRM SYSTEM IMPLEMENTATION
2.8 Project management related to the CRM system implementation
Several kinds of tools for the management of the project which is associated with the
CRM system implementation comprises of Schedule feasibility and cost benefit analysis.
Schedule feasibility is utilized to showcase the timespan within which a particular phase needs to
get complete before the deadline of that particular phase approaches (Rahimi 2017). This typical
tool of management of projects helps in getting an idea regarding the amount of time which
would be required for the completion of the development of the CRM system. In addition to this,
cost benefit analysis is also utilized for showcasing the budget which would be required for the
implementation of the CRM system in Vodafone Australia.
2.9 Risk management linked with the CRM system implementation
Several kinds of risks are associated with the CRM system implementation which are
mentioned in the risk register.
Risk Description Cause Probabilit
y
Impact Score Contingency
Plan
Lack of
expertise
of the
vendor
of CRM
Absence of
the skills of
handling of
the CRM
system by
the vendor
(Santouridis
2017).
Lack of
training
provided to
the vendor
of the CRM
system
2 2 4 Huge amount of
training needs to
be provided to
vendor such that
the vendor
possesses several
kinds of skills
for handling the

CRM SYSTEM IMPLEMENTATION
CRM system.
Absence
of the
insights
of the
business
The insights
of the
particular
business Is
not clear
where the
CRM system
has already
been
implemented.
Lack of
research
with respect
to the
several
aspects of
business in
which the
CRM system
needs to be
implemented
(Sarkindaji
et al. 2014).
2 3 6 Deeper levels of
research needs to
be held as to
why the CRM
system needs to
be implemented
in that particular
business.
Lack of
the
adoption
by the
users
The users
rarely adopts
to this typical
kinds of
systems.
The users
are not really
made aware
regarding the
adoption of
this type of
system.
3 2 6 Awareness
should br=e
incremented in
the forms of
promotion
wherein the
people would get
to know the
advantages of

CRM SYSTEM IMPLEMENTATION
adopting of the
CRM system
(Skoumpopoulou
et al. 2019).
In the above table, 0 denotes low probability and impact whereas 5 high probability or impact.
2.10 Change management associated with the CRM system implementation
An essential role is also played by the change management in the context of CRM system
implementation. With the CRM system implementation, several changes have taken place in the
organization as the organization is now capable of building of better relationships with their
respective clients (Tinnsten 2014). The abilities of the organization have improved a lot as it
could cross-sell now. The levels of collaboration among the teams of this organization have
increased a lot and the clients are served in an efficient manner as well.
3. Conclusion
An important role is played by CRM system implementation in making the relationships with
the customers of this organization much better. CRM system basically focuses on the collection
of the important and sensitive data and information of all the customers along with the collection
of the patterns as well as the information of the purchase of the respective customers. The CRM
system implementation focuses on the improvement of the abilities of cross-selling. Hence, with
the implementation of the CRM system in Vodafone Australia, this organization associates with
the capabilities of cross selling. It additionally helps in incrementing the collaboration of the
teams within the organization. The CRM system implementation also focuses on the

CRM SYSTEM IMPLEMENTATION
improvement of the efficiencies of this organization in serving their clients in an appropriate
manner. It also helps in incrementing the revenues of the customers as well as it also focuses on
meeting the demands of the customer and satisfying them according to their expectations.

CRM SYSTEM IMPLEMENTATION
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