CRM in the 21st Century Essay

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Cloud CRM Development - IT Project Proposal

Implementing a Cloud-Based CRM Application

Creating and strengthening relationships with customers is critical for the growth of any business. The most challenging aspect of making customers the center of a business is the lack of clarity regarding customer-centric processes and programs (Cunningham, 2010). Increasingly businesses are turning to Customer Relationship Management (CRM) applications to orchestrate internal processes that align them to customer-specific needs and preferences, along with providing analytical insight regarding customer lifetime value (Harding, Cheifetz, DeAngelo, Ziegler, 2004). CRM systems are designed to manage and optimize the many processes and tasks of attract, see and serve customers on an ongoing basis (Banerjea, 2011). The ability to manage customer relationships to a level of accuracy and clarity that is not possible with manually-based systems is making cloud-based CRM systems a viable alternative to all businesses today (Tian, 2011). Add in the fact that many companies rely on outbound sales forces, the need for an automated, real-time and cloud-based CRM system becomes even more pronounced (Cunningham, 2010).

This project focuses on the implementation of a new cloud-based CRM application across our organization. As our organization is a leader in the development and sales of build-to-order computer systems and tablets, the CRM system will be especially needed for tracking quote requests for customized products.

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Several of our customers are Fortune 1,000 companies who have very large sales teams who also use CRM to manage their many customer prospect calls, sales leads and ongoing activities with their customer base. As these customers rely on CRM to manage their business, it is possible to learn from their successes and incorporate their practices into this organizations' CRM implementation as well. Instead of choosing to use a manually-based CRM system, the decision has been made on this project to rely on a cloud-based CRM system that can quickly be implemented and introduced quickly across the entire company. Sales managers today have no visibility across the entire sales funnel and there is no accountability for upsell and cross-sell of existing products across the customer base. Having a single, unified CRM system that can scale across the entire company and provide a depth of analytics not available before will make the organization I work for more effective in selling and more profitable over the….....

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