CRM Fundamentals

The Design Stage

In the previous chapter, we reviewed the various design approaches and methodologies that could be used during your implementation. While all can be successful, we recommend an iterative approach to the design phase.

“As Is” Process Definition

One commonly overlooked step in the design phase of most implementations is the documentation and analysis of an organization’s current, or “as is,” processes. Documenting and ensuring consensus on process items will allow you to receive two benefits:

• Application alignment: An item that we will discuss later in the chapter is the alignment of your application with your organization’s business processes. One of the largest CRM implementation gotchas is allowing the technology to drive usage ...