Terms of Reference for CRM Implementation

The more detailed the document will be, the less likely it is to get any defects. It will be easier for the integrator to qualify the company as a client and offer the optimal program for it. It seems that drawing up technical specifications only slows down the process and delays the moment of starting work. In fact, having a specification saves money:

In addition, having a written specification will allow the company to be sure that the contractor will understand exactly what is required of him. As with other professionals, verbal agreements and discussions are not specific guidelines for action. In addition, oral formulations can be interpreted differently by the parties. When performing voluminous and long work, it can be difficult to remember what was meant when discussing the details several months ago.\nOften, the integrator gives the representative of the company a typical template, which is filled out and converted into a TOR. But if there is no such template, you have to write the technical task yourself. Then the following points should be included in it:

The first block must be registered in order to use the capabilities of the CRM system to the maximum. If it is not there, the company does not use 20% of all the possibilities of the service. This is just a small part of what a CRM system can provide: \n-strengthening analytics;\n-increasing transparency in the work of all departments;\n-increasing profits;\n-reducing marketing costs;\n-increasing customer loyalty.

In addition to priority tasks, it is necessary to highlight the final result. This is necessary so that the integrator can more accurately predict the term of its achievement. In general, you can get the desired effect from CRM in 4-8 months.

In the second block of the technical task, it is necessary to write down all processes of interaction with the client, starting from the first touch, when a person first saw a mention of the company. It is important to divide all processes into two groups. The marketing department is responsible for lead generation (i.e., interaction with a potential customer before they contact the sales department). To make it easier to prescribe the stages, tasks, and result of lead generation, it is recommended to rely on the breakthrough of lead generation. Accordingly, all tasks, responsible persons, deliverables and deadlines for their achievement will be compiled for each stage.\n\nThe entire journey of the customer from the first touch to the purchase should be reflected in the CRM. Therefore, information about the portrait of the lead and methods of its qualification is necessary. Based on this data, the integrator will create fields for the client's card, which will be filled in by sales managers.

In this block, it is necessary to specify information about two types of customers:\n\nthose with whom interaction is already taking place;\nnew industries in which the company will be introduced in the future. It is necessary to think in advance how the database will look in the CRM system. Perhaps it will be convenient to divide all customers in the database into agreements and contacts, that is, those who have already signed the contract and those who are only at the discussion stage. It should also be decided whether there is a need to keep a history of interaction with a single customer. For example, if the product is repeatable, the interaction history can be very useful for sales managers.

In this block, it is necessary to describe everything related to the product: its type is a product or service; the product is produced independently or purchased; assortments are product categories; the method of accounting for goods in the warehouse; documents are used when working with products; the pricing system is the possibility of giving a discount to buyers, its dimensions, the principle of price formation during the calculation of a commercial offer.

The document should contain a complete list of reports that are necessary to evaluate the work of the sales department and other divisions. For convenience, all reporting in the TOR can be divided into processes: attracting leads, direct sales and service after the conclusion of the contract.\n\nThe specific list of reporting depends on the specifics of business processes in a particular company. But there are universal tips that can be tracked using a CRM system:

In work, all departments use some additional programs. For example, e-mail for corporate correspondence, IP telephony, 1C. It is important that after the implementation of CRM, employees can use the usual applications, but at the same time the data of correspondence and calls are stored in CRM.\nMost popular CRMs provide the opportunity to synchronize work with telephony, mail, messengers. But integration can be simple or more complex and time-consuming. For example, combining CRM with 1C is difficult and time-consuming.\nIn the technical task, it is necessary to write down which telephony was used before, the mail service (mail.ru, gmail.com or your own system) and the number of required addresses.\nThe CRM system can also be integrated with your own site. Then all orders placed by customers through the site are automatically stored in customer cards. And here it is prescribed in the TK:

If the company cooperates with the delivery service and payment systems, they can also be specified in the technical task. Then it will be possible to make an online payment through the client's account, receive statements and monitor the delivery status.

For example:

In the technical task, it is necessary to write down your expectations of how the work of employees will change with the advent of CRM.

There are still several blocks of the technical task that need to be written. First, it is desirable to decide in advance whether there is a need for a mobile version of the CRM system. For example, a sales manager regularly goes to meetings with clients and takes a corporate smartphone or tablet with him. If the mobile version of the system is installed on it, the employee will be able to timely enter the results of the meeting into the CRM system and receive the following tasks. Thus, if there is a need for a mobile version, it is important to immediately decide which functions will be available from the phone.\nDepending on where and under what circumstances managers work, the contractor combines several devices into one network. For example, in connection with the pandemic, many companies transferred managers to remote work. Accordingly, you need to add a CRM system to home computers and laptops.\nSecondly, not all employees will have the same access rights. A limited list of people will be able to change settings, remove and add things manually. When writing technical specifications, it is necessary to make such a list. It usually includes the owner of the company, the general director, heads of departments and his deputies.