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When Good Projects Go Bad . . .

When Good Projects Go Bad . . . . Lessons from the Field CRMC 2002 - Chicago. Dee Ann Dunkers Charming Shoppes Largest Plus-Size Specialty Apparel Retailer in America, with 2,400 Stores Nationwide Lane Bryant, Fashion Bug, and Catherine’s. Ro King Quaero Specialists in CRM

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When Good Projects Go Bad . . .

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  1. When Good Projects Go Bad . . . Lessons from the Field CRMC 2002 - Chicago

  2. Dee Ann Dunkers Charming Shoppes Largest Plus-Size Specialty Apparel Retailer in America, with 2,400 Stores Nationwide Lane Bryant, Fashion Bug, and Catherine’s Ro King Quaero Specialists in CRM With Marketing Consulting and Systems Integration Practices Clients in Retail, . Telecom, Hospitality, . Financial Services, and Pharmaceuticals Where did we learn our lessons?

  3. Stories from the Field and Lessons Learned • What are the pitfalls of selecting technical CRM solutions? • What obstacles are encountered in implementing CRM solutions? • What challenges are particular to Retail in on-going maintenance?

  4. Understanding and managing all three is necessary to achieve a positive ROI from your CRM investment Technology Processes People Lessons across Three Dimensions

  5. Define the Need Set Priorities Prepare Requirements Identify Vendors Screen Vendors Check References Test Software Request Pricing The “Good” Selection Process

  6. Stories from the Selection Process • Once upon a business requirement . . . • The technical story: When is a solution really a sale? • The process story: How do you know when a selection has gone awry? • The people story: The tale of the missing user

  7. Lessons from “Bad” Selections • Summarize needs and requirements prior to seeking a vendor • Follow a simple process – don’t purchase prior to hands-on testing • Involve the users in every aspect of the selection process

  8. The “Good” Implementation Infrastructure Assessment Installation Incorporation Initiation • Review technical environment • Review business processes • Review skill sets • Software installation & documentation • Initial technical alterations • Initial process re-design • Product and process training • Sharing business processes and best practices • Instituting new skills Implementation Terminology Courtesy of Unica Corp.

  9. Stories from Implementations • There once was a project . . . • The technical story: The myth of plug and play • The process story: The invasion of scope creep • The people story: The return of the missing user

  10. Lessons from “Bad” Implementations • Learn what’s important to the user • Don’t expect to implement and walk away • Small steps can move you forward faster that one giant step

  11. Managing all three components is necessary to maintain progress for your CRM initiatives Technology Processes People The “Good” On-going Process

  12. Stories from the Field • And they all lived happily ever after . . . • The technical story: The forgotten cost – on-going maintenance • The process story: Communication . . . Communication . . . Communication • The people story: The autobiography of the user group

  13. Lessons from the Field • Technology requires additional costs for education and people development • Communication involves continually marketing your product using every means available • Users need opportunities to learn and share information

  14. Questions???

  15. Dee Ann Dunkers Charming Shoppes 450 Winks Lane Bensalem, PA 19020 215.633.4650 Dee.Ann.Dunkers@ charming.com Ro King Quaero 252 7th Avenue, 16th Fl. New York, NY 10001 917.543.6234 kingr@quaero.com For more information . . .

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