Recently I watched the DreamForce 2011 keynote conversation on YouTube between Marc Bennifoff and Eric E. Schmidt, Executive Chairman of Google; it was very interesting conversation. One point made in the conversation that stood out to me is how Iterative software development and cloud computing has changed the technology industry. In the discussion about Iterative software development they spoke about the advantages of being able to quickly introduce new software features using iterative development within a cloud computing versus the waterfall approach of trying to build all the features thought to be required in an application and deploying in a client server environment.
To avoid CRM deployment failure it’s important that organizations take an iterative approach when deploying an application like SalesForce.com and stay away from the waterfall approach. The feature and functionality of SFDC has grown significantly; as a result the application can address many needs of a sales and marketing organization as its best to pick one or two requirements and get the application deployed quickly. Once the application is deployed new features can be deployed quickly based on a companies requirements.
The following outlines the phases that POIM uses to help manage the iterative CRM process; each phase described has a set of tactics that if applies allowing for a successful iterative approach to CRM development:
Phase 1 – Different CRM products evaluation, cost and budgeting [Select a market leading tool and if you don’t have core skills, find out what your competitors are using.]
Phase 2 – Transition [Introduce a CRM in your organization, implement as is process and only implement a few quick wins [to be] which can help you to demonstrate the future capabilities to business.]
Phase 3 – Process Transformation [Pick critical areas or processes affecting strategy and operations, automate, integrate and transformed in CRM, introduce better ways of service delivery.]
Phase 4 – Customer Transformation [Introduce different channels, introduce different ways of service delivery, build an integrated service delivery approach.]
I believe the last two phases 3 & 4 need to be repetitive in today’s competitive environment [subject to organization size and market] as they will help to position the organization at the strategic forefront.
2011 keynote conversation between Marc Bennifoff and Eric E. Schmidt