2. Identifying Stakeholders for a CRM System Implementation

Introduction

When implementing a Customer Relationship Management (CRM) system for a medium-sized retail company, identifying key stakeholders affected by the change is crucial. These stakeholders play vital roles in project success—from defining requirements to ensuring system adoption.

Key Stakeholders and Their Roles

According to Phase 1: Discovery (Identifying Key Stakeholders) in the PDF, the following roles are essential:

1. Business Users (Sales & Customer Support Teams)
   • Primary users who interact with the CRM daily
   • Provide feedback on customer needs and required functionalities
2. Project Sponsor (Senior Management/Executives)
   • Approves budget and ensures alignment with business goals
   • Measures project success based on KPIs
3. Project Manager
   • Ensures timelines, resources, and implementation goals are met
4. Business Intelligence Analyst
   • Uses CRM data to generate customer insights and reports
5. Database Administrator (DBA)
   • Ensures CRM data security and performance optimization
6. Data Engineer
   • Handles integration with existing systems (e.g., sales, marketing automation)
7. IT & Compliance Teams
   • Ensures the system meets data privacy regulations (GDPR, CCPA)

Stakeholder Engagement Process

(Referring to Phase 1.2: Interviewing the Analytics Sponsor & Defining Success Metrics)

1. Conduct Stakeholder Interviews
   • Identify their needs, expectations, and concerns
2. Define CRM Objectives
   • Examples: Improve customer support, increase sales conversion rates
3. Develop a Communication Plan
   • Regular meetings, reports, and dashboards