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Content archived on 2024-05-27

SME oriented Method for succesful CRM implementation with Low Effort


In the global market customer satisfaction is one of the key elements. CRM postulates, that an important measure for improving customer satisfaction is the efficient organisation of customer communication across departments and communication channels. State of the art CRM systems provide groupware functionality, communication facilities, integration with office applications and E-commerce functionality. However adoption thereof in goods producing industries and especially in SMEs has been very low. Facing the challenges of tomorrow's market the consortium addresses within SMILE development of a method for the efficient introduction of CRM systems, which is especially tailored to the requirements of SMEs. The method shall be supported by a software tool, which should assist CRM consultants in applying the method.

Smile contributes to 2 main aspects within KA II:- Smile promotes novel aspects of customisability requirements for organisational standard applications.- Smile propogates the adoption of user centred implementation principles, by advocating an incremental approach. Smile targets at supporting the most important goal of action line II.1.1 in multiple ways:- Smile aims at development of an implementation approach targeted to SME's, to accelerate the modernisation of European SME's and to support their transformation to a competitive organisation in a networked economy.- Smile develops a detailed and differentiated view on these implementation obstacles will be developed.- Smile helps in identifying opportunities for novel services for the implementation of CRM applications and for novel technical architectures required for products.- Smile allows SME's to gain faster entrance into the networked economy, with less implementation effort and with a higher succes rate.

The workplan is based on good development practices, enabling customization and refinements during the project. The work is distributed in 4 workpackages. A separate workpackage for dissemination / exploitation and project management is foreseen. At project start a requirements analysis aims at a differentiated view on current implementation obstacles. It achieves this by analysing customers of the consortiums partner, providing CRM services. This results in a set of critical success factors, which will be mirrored at networked business potential of SMILE partners. The consortium thereafter defines a set of quantifiable and qualifiable goals for successful CRM implementations. The WP focusing on methodology development result in a preliminary evaluate methodology kit for an iterative CRM system implementation. In parallel, the tool development workpackage delivers a preliminary evaluated toolbox, ensuring efficient appliance of SMILE methodologies. In the evaluation workpackage, the SMILE methodology will be evaluated and measured on their novel potential, resulting in innovative knowledge about the success of a CRM implementation approach. The SMILE partners evaluate opportunities for novel services for the implementation of CRM applications and noel aspects of customisability requirements to standard applications. Furthermore the partners expect to validate an implementation approach targeted on SMEs. Efficient project management, underlying the complete project ensures the use of state of the project management techniques and supports treatment of the project in accordance with the contract.

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Participants (5)