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Implementing CRM: What Works, What Doesn't and How to Make Your Project a Success!
The document discusses implementing a customer relationship management (CRM) system. It provides an agenda covering what CRM is, defining implementation success, the implementation process, staffing the project, managing change, supporting user adoption, and how the CRM relates to other systems. The presentation includes a case study of a multi-year enterprise CRM project for a large nonprofit with multiple systems. It outlines objectives, methodology, phases, schedule constraints, and a collaborative design approach.
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Implementing CRM: What Works, What Doesn't and How to Make Your Project a Success!
- 1. Implementing CRM: WhatWorks, What Doesn't and How To Make Your Project a Success! #12NTCImpCRM Keith Heller @TeamHeller
- 2. Evaluate This Session! Eachentry is a chance to win an NTEN engraved iPad! Or online using #12NTCImpCRM at www.nten.org/ntc/eval
- 3. z Implementing CRM: Slide 2 What Works, What Doesn't and How To Make Your Project a Success!
- 4. Agenda •Introductions •What is CRM? •DefiningImplementation Success •In-Depth -The Implementation Process -Staffing the Project -Managing Change -Supporting User Adoption -How your CRM relates to other systems •Q&A Implementing CRM: Slide 3 What Works, What Doesn't and How To Make Your Project a Success!
- 5. About Heller Consulting Experience 16 Years – 1,000 Clients – 2,000 Projects Places San Francisco, Chicago, New York People 30+ People – Smart, Skilled, Committed Focus 100% Nonprofit Implementing CRM: Slide 4 What Works, What Doesn't and How To Make Your Project a Success!
- 6. About Heller Consulting Select Needs Analysis & Software Evaluation Implement Conversion & Implementation Optimize Cleaner Data, Better Business Practices Grow Extend Your Fundraising Manage Your Mission Implementing CRM: Slide 5 What Works, What Doesn't and How To Make Your Project a Success!
- 7. Data Silos Implementing CRM: Slide 6 What Works, What Doesn't and How To Make Your Project a Success!
- 8. CRM Slices –A 360 Degree View Each Slice represents a: Mission Direct Mail • Constituency Beneficiary • Department / Biz Need • Group of Users Program Major Gifts Observations: Participant • Constituents cross slices • Users access different Online slices Our Team • Department needs similar Giving • Business functions similar Team Raiser / Advocacy Implementing CRM: Slide 7 What Works, What Doesn't and How To Make Your Project a Success!
- 9. A Successful CRMSupports… Big picture: Mission, Goals & Measurement Tactics: Who are Improving: you working with? Analysis, Learning, What are you Re-tooling doing? Reporting: Doing Your Work: What Worked, Intuitive, What Didn’t Supportive Recording Results: Efficient, Accurate Implementing CRM: Slide 8 What Works, What Doesn't and How To Make Your Project a Success!
- 10. Discovery Phase Cataloging Existing Systems Process Discovery Documents Results Interviews with Staff • Defines scope Sample Reports Investigate • Identifies gaps/risks & Lists Data Set • Project milestones Draft • Refined estimates Timeline • Timeline Implementing CRM: Slide 9 What Works, What Doesn't and How To Make Your Project a Success!
- 11. Case Study: Multi-YearEnterprise Project Organization Characteristics -Hundreds of employees: national office + dozens of chapters -Multiple, non-integrated, mission-critical systems -Fundraising and programmatic needs were being met by multiple point-solutions Goals -Consolidate around single-platform -Establish integration across fundraising and programmatic units -Establish 360 degree view of constituents -Consolidate business processes / increase productivity Implementing CRM: Slide 10 What Works, What Doesn't and How To Make Your Project a Success!
- 12. CRM Case Study:Environment at Start Implementing CRM: Slide 11 What Works, What Doesn't and How To Make Your Project a Success!
- 13. Project Objectives • Consolidateto as few systems as functionally possible. • All data will be reflected in a single system within a reasonable period of time. • An agreed upon set of rules will be in place, governing the now-unified system. Implementing CRM: Slide 12 What Works, What Doesn't and How To Make Your Project a Success!
- 14. Methodology • A ‘phased’approach • Front-loading work effort to establish a solid foundation with the CRM – Core First. • Collaborative design approach Implementing CRM: Slide 13 What Works, What Doesn't and How To Make Your Project a Success!
- 15. Project Phases • Eachphase works towards specific milestones, including the ‘phase-out’ of applications or datasets. • Phases will overlap. As one is ‘closing,’ another may be underway to ensure timely project completion. Implementing CRM: Slide 14 What Works, What Doesn't and How To Make Your Project a Success!
- 16. Project Schedule Constraints •Finite Staff Resources • Active Fundraising Seasons & Program Activities • Minimal system downtime • Demonstrating incremental success Implementing CRM: Slide 15 What Works, What Doesn't and How To Make Your Project a Success!
- 17. Example Implementation: Phase1 Complete Implementing CRM: Slide 16 What Works, What Doesn't and How To Make Your Project a Success!
- 18. Example Implementation: Phase2 Complete Implementing CRM: Slide 17 What Works, What Doesn't and How To Make Your Project a Success!
- 19. Design Approach • Close collaboration among Business Units / future users • Data migration, CRM design, and online design will need to account for today’s needs, as well as future integration. Implementing CRM: Slide 18 What Works, What Doesn't and How To Make Your Project a Success!
- 20. Implementation: How? CRM & Online Deployment / Timeline Phase I Phase II Phase III Phase IV Finish Line Discovery & Design Configuration and Testing Go-Live Planning Data Conversion Final Data Review & Test Data Review & User Modifications Conversion Field Mapping Conversion Acceptance Testing & Final Approval Kick off Core Business Processes Team Go- BP Review/ Workflow & Constituent Financial Program Training Live! Assessment Responsibilities Management Management Support Website Deployment Site Site Planning & Data Migration Launch Site Design & Implementation Configuration & Integration Implementing CRM: Slide 19 What Works, What Doesn't and How To Make Your Project a Success!
- 21. How – In10 Steps - I Aspect A: Staff Processes Aspect B: Data Objectives Achieved 1 Envision goals and workflow: Identify project manager and team. Bring diverse players Assess projected use of together to identify problems, the fundraising software must-haves and wish list What would you want in a items (IT, programs, year? (Reports, fundraising, finance). Define processes, training) what a successful conversion would look like from various perspectives. Outline preliminary timeline. 2 Participate in formal software Assess current databases: Further staff, network and training. Establish network & data readiness. infrastructure. Where are we now? (Reports, fields, processes) Perform obvious pre- conversion cleanup 3 Conduct test conversion Test the conversion process, data readiness, and initial assumptions. Implementing CRM: Slide 20 What Works, What Doesn't and How To Make Your Project a Success!
- 22. How – In10 Steps - II Aspect A: Staff Processes Aspect B: Data Objectives Achieved 4 Analyze results of test Ensure the accuracy of the conversion. What do you data conversion. need to clean up: Before the live conversion? During the conversion process? After the conversion? 5 Establish key components in Test the mission-critical test system: business functions. Constituent Management Determine best practices. Financial Management Develop workflow diagrams Lists & Communications and process documentation. Reporting & Dashboards Gain hands-on experience Administration with the software. 6 Test new processes and Test newly-identified business components functions. Expand hands-on experience with the software. Implementing CRM: Slide 21 What Works, What Doesn't and How To Make Your Project a Success!
- 23. How – In10 Steps - III Aspect A: Staff Processes Aspect B: Data Objectives Achieved 7 Conduct process training Consolidate and enhance formal and hands-on training with small-group training sessions tailored for specific teams of users (e.g., directors, managers, data processors, admins). 8 Live conversion Convert data! 9 Confirm data and streamline Ensure the accuracy of the database data conversion. Establish user-security. Input new codes. Conduct priority, post- conversion cleanup projects in system. 10 Implement new workflow plan Go live on a fully-functional and processes system! Implementing CRM: Slide 22 What Works, What Doesn't and How To Make Your Project a Success!
- 24. Project Management • ProjectPlanning & Change Management - Time spent up-front to plan carefully and gain the investment of stakeholders is critical to an efficient project and maximizing adoption. • Technology Alignment and Risk Mitigation - Fully recognizing dependencies amongst applications and business units is critical. - Having processes for making choices is essential. They require effective team efforts. • Vendor Management - Use the right people for the right activities. Implementing CRM: Slide 23 What Works, What Doesn't and How To Make Your Project a Success!
- 25. Plan Thoroughly &Communicate Change • Create an Implementation Approach to sequence the project end-to-end • Consider what anxieties might need mitigation • Determine what progress will be most meaningful and invoke excitement • Communicate information that will help staff plan their work The way the project is carried out has as much impact on adoption as the technological advances. Implementing CRM: Slide 24 What Works, What Doesn't and How To Make Your Project a Success!
- 26. Align Technology &Mitigate Risk • Technology can change quickly and should be aligned and re-aligned with your needs and resources throughout the project. • A enterprise-wide effort will present hundreds of choices. Having processes for making choices is essential. • Planning around an organization’s finite resources is critical. Consideration of staff time and skill level is a crucial piece. Implementing CRM: Slide 25 What Works, What Doesn't and How To Make Your Project a Success!
- 27. Role: Executive Team TheExecutive Team fulfills the following roles: • Provide strategic vision for project • Determine broader objectives of project • Approve budget requests Implementing CRM: Slide 26 What Works, What Doesn't and How To Make Your Project a Success!
- 28. Roles: Project Manager TheProject Manager fulfills the following roles: • Monitor project performance in terms of schedule, budget, and scope • Serve as “single-point-of-contact” for all staff & vendors • Facilitate Project Team • Identify, request, and manage all staff resources • Attend all Planning Meetings • Monitor projects peripheral to CRM project for potential impact on schedule, budget or scope • Confirm each milestone or deliverable on project Implementing CRM: Slide 27 What Works, What Doesn't and How To Make Your Project a Success!
- 29. Roles: Project Team TheProject Team fulfills the following roles: • Attend Status Meetings • Present relevant project updates to staff on CRM progress • Represent their area of responsibility with authority to make decisions with other members of the Project Team • Be available a few hours weekly (sometimes more!) to give feedback and comments • Gather required information to provide insight on organization-wide issues Implementing CRM: Slide 28 What Works, What Doesn't and How To Make Your Project a Success!
- 30. Example Implementation: Phase2 Complete Implementing CRM: Slide 29 What Works, What Doesn't and How To Make Your Project a Success!
- 31. Questions? Implementing CRM: Slide 30 What Works, What Doesn't and How To Make Your Project a Success!
- 32. phone: 510-841-4222 website: www.teamheller.com Implementing CRM: Slide 31 What Works, What Doesn't and How To Make Your Project a Success!
- 33. Evaluate This Session! Eachentry is a chance to win an NTEN engraved iPad! Or online using #12NTCImpCRM at www.nten.org/ntc/eval