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2011-11-02
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Weaving a successful CRM solution using
Design Research
Damien Fahy | Nelson Marlborough Institute of Technology, Nelson, New Zealand
This was identified by the request of Blueberry IT to evaluating between three
Customer Relationship Management (CRM) platforms based upon an analysis
of the functioning and the user requirements. Upon further investigation it was
found that there is a pattern of failure rates regarding CRM integration in
businesses. The was a need for a system that increases CRM success.
Figure: Adapted Design Science Research Methodology (Peffers, Tuunanen et al., 2008)
Supervisor
Mark Caukill
This involved questioning what a better CRM would accomplish by accessing
the business and user requirements via context interviews. Using fictional
personas a visual representation of the business environment, the
relationships between people and the current system was designed to get an
insight and understanding into the inner workings of the business while focusing
on the needs of its users.
This involved learning how to build upon the SharePoint platform and work with
it to mould and formulate an initial semi-functional prototype to offer the user to
interact and test in order to get feedback and start implementing new changes.
The system was developed using an agile method called Rapid Application
Development (RAD) prototyping methodology, by utilising a feedback form built
into the system the user could test new features, changes and updates to the
system as they were implemented. Weekly face to face meeting were set up
and functionality and usability discussed in order to get a system that met the
requirements and user needs.
Using this iterative and incremental approach for the development of the
prototype was useful as I was gradually able to learn and implement
functionality into the CRM and the user was able to gradually utilise it and
instantly place feedback via the new system itself.
At the demonstration stage we were able to gauge to what capacity the
artefact (the CRM system) was a success in addressing the problem in context
and determine if it was ready for wider adoption in the environment. The
CRM was deemed in a ready state for additional users after assessing the
core functionality and resolving all the hot priority requests by the users.
In the Evaluation stage the prototype more users were added to the system
and got to test and utilise it, these users were allowed to offer feedback
through the governance of the CRM administrator. New requests of features
from the users were categorised by them in levels of priority namely low,
normal and high. Then these user requests were then set to a status based
upon the state of condition they were in namely new, active and resolved.
Any unresolved requests that needed clarification or adjustment were brought
up at the weekly meeting.
A requirements template was
designed using information gathered
in the literature review stage
regarding successful
implementations of CRM systems
and also the data gathered from the
results of the context interview in
order to compare the three CRM
platforms and choose the one that
best aligns with the needs of the
business and its users.
0 2 4 6
Functionality
Usability
Business
Cold Priority
Medium Priority
Hot Priority
An implementation of the CRM using
the SharePoint 2010 platform was
found to be the most suited solution
to the problem by aligning it with the
requirements template, getting an
overall better ranking than the other
two candidates namely Microsoft
Dynamics 2011 and SalesForce.
Cooperation
from
BlueBerry IT
By focusing on the user’s needs and the context of CRM use in the
environmental aspect of the business we are able to develop a system
that has an increased likelihood of success.
.
Nominal
Process
Sequence
1. Problem
Identification
& Motivation
Create a user
focused CRM
for increased
likelihood of
success
2.Objectives
of solution
Understand
and meet
user and
business
requirements
3. Design &
Development
Create
CRM
Functional
Prototype
4. Demonstration
Prototype
Deemed
ready
for users
5. Evaluation
User
Feedback
and requests
6. Communication
Publish
outcome
of success
or failure!
Business owner
Before the task of developing the
prototype it is necessary for a
concise yet thorough definition of a
CRM to its core being in order to
understand its application, it was
discovered that although CRM
systems utilise technology the
deeper functioning are rooted in
the concepts of value that can by
derived in the wider context of the
business environment.
Design and Development entry point
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