CRM Functional
Requirements
CRM Functional
Requirements consist of two elements: one is the business
requirements that must be customer focused; the other is the CRM
Functional Requirements that meet specific business needs. In
detail, business requirements can be divided into two components:
departmental requirements and cross-functional requirements. For
example: Increasing the number of current campaigns by 400% is a
requirement of the marketing department, while a cross-functional
requirement might be in form of identifying which campaigns were
more effective with resellers, with the Web and e-mail marketing.
The ability to
identify explicit business requirements along with CRM Functional
Requirements are crucial since they can help determine the nature of
CRM implementation---a corporate-wide program that will touch
various business area or a department project requiring a single
function, such as email marketing, or a self-service website. As far
as most SMEs are concerned, the best practice would be incremental
CRM implementation--- adopting a CRM program at a single department,
and expanding CRM to the entire enterprise by promising value to
other departments.
To identify
business requirements that are mostly efficient addressed by CRM
tactics, one effective means proposed by Dyche is to map them to
specific applicable CRM tactics. On the other hand it also
determines how effectively CRM capabilities can address certain
business requirements.
Let’s take the
case of West Sussex Consortium: CRM Functional Requirements
definition at West
Sussex,
Chichester and Crawley - Phase 4. CRM functional requirements:
West Sussex Consortium CRM Functional Requirements and a breakdown
of features to produce a full set of functional requirements
definitions to a detailed level. This included a first draft
functional requirements definition; a review of the specification
with Districts and County; a complete final draft and a quality
assurance and sign-off by Districts and
County.
