Additional Guidance for Part 2 of CRM Master Plan Group Project

Additional Guidance for Part 2 of CRM Master Plan Group Project This document is to give you additional guidance for each prompt in the project outline. General Guidance: • Revise Part 1 based on feedback I provided on CANVAS and complete all points (11 in total; 5 from part 1 and 6 from part 2) from the project outline ( 6 pages max , single- spaced ) and one person per team submit on CANVAS. • Be sure to include an executive summary on the first page. o One paragraph (300 words max) that explains your CRM problem and solution. • Executive summary, figures, and tables will NOT count toward the page limit – so I encourage you to add the visuals to support your proposal. • Make sure to clearly label each prompt of the project outline (e.g., CRM benchmarking, Customer Values, etc.). • Cite your sources. Part 2 Guidance 1. Relevant CRM benchmarking - Find a local or global CRM case that seems relevant to your case - Consider online search, textbook examples, cases, “Theory in Action” - Describe the case in a few sentences, why it is relevant to your case and what your specific takeaways are. - For example, if your case is about an online retail brand, finding a competitor who has successfully resolved a similar problem would be ideal but not required. The benchmarking case doesn’t have to be from a direct competitor, nor does it have to be from a similar industry, as long as it gives you specific insights related to your CRM problem . 2. Define and identify the target CRM customer group(s) - This part is different from your response to Part 1 #2 such that the target CRM customer group is those who are most likely to encounter the identified CRM problem(s), hence those who will most likely benefit from your solution . It is unrealistic to say that you will benefit all of the target customers. Come up with specific features (e.g., age, occupation, geography, socioeconomic, psychographic, lifestyle) that help define your TARGET CRM customer group. - Most likely, you will narrow down to one or two of the personas you identified in Part 1 #2 and give more detail. For example, if you identified a segment of young professionals in urban areas as the target CRM customer group, you can give more details by using the

HubSpot Persona template. Additionally, you can slice the target segment further and give more specific segments within the identified persona group. 3. Suggest customer acquisition/retention/expansion/win-back strategies - Extending from your CRM problem from Part 1 #4, identify which customer relationship stage(s) can benefit most from solving the problem and describe what strategies can be derived for that stage (e.g., customer profiling, monitoring customer service effectiveness, salesforce automation, campaign management, modeling, forecasting, etc.). - Rather than trying to squeeze in every single stage, it is better to logically link to one or two stages that will truly benefit from solving the CRM problem. - For example, if your problem is about long wait times in the ordering line at Chick-fil-A, then solving the problem may positively impact customer retention and expansion stages. Elaborate on each impact. 4 . Design the target firm’s CRM technology architectures - Refer to the CRM Basic Architecture figure from the textbook that includes front office, business intelligence, workflow , etc. ) and adapt accordingly per your CRM problem. - Concerning your CRM problem , select the relevant components from the Basic Architecture, describe what they are in your target firm’s context, and how they interact with each other. - This is to showcase that you understand the data flow —i.e., what data is needed, how to collect, from which channel, and how the data will be managed and integrated to become accessible. You will dive deeper into the metrics in Part 2 #6 so focus on what happens before the data becomes the metrics. - For example, to capture and improve on inefficient customer service, the front office would be gathering data (customer service, sales), the back-end would ensure data is prepared, then comes mining and analyzing that are tracked and applied via measures. - If proposing a new CRM software/vendor, explain how you will select and why. 5. Recommend, as necessary, operational (e.g., marketing/sales/service), analytic (e.g., data collection and analytics), and/or social (e.g., relationships and engagement) CRM initiatives. - This will be your main CRM solution section so be thorough as to what you are proposing, making sure it is feasible. Is it adding a new feature to the website? If so, how will that impact which customer stages? - Essentially, why should your client accept your solution over other alternatives? Connecting your CRM problem to your solution and the impacted customer stage will