Creating and Managing a CRM Platform for your Organisation

158 Pages·2019·2.48 MB·english

by  Richard Boulton

Creating and Managing a CRM Platform
for your Organisation
More than ever, organisations are facing a data avalanche from various sources,
be they in electronic or hard copy format. How an organisation manages this ever-
increasingly important resource – data – can benefit or hinder its ability to achieve
its objectives.
Creating and Managing a CRM Platform for your Organisation not only
covers how the principles of data management, including data quality and data
security, can be applied to an organisation’s customer relationship management
(CRM) platform, but also highlights how aspects of data management, market-
ing and technology are needed to operate, develop and manage a CRM platform
in order to carry out tasks such as reporting and analysis, developing data plans,
undertaking data audits, data migrations and campaign mailings that will result in
an organisation using data effectively in order to achieve its goals and objectives.
The issues and topics covered apply to all organisations that use a CRM platform
and the data it contains as part of their business activities, regardless of the indus-
try sector or size of the organisation.
A comprehensive overview of the practices that can be effectively implemented
when managing a CRM platform, this book is essential reading for professionals
involved in the administration of the CRM platform within their organisation and
data management.
Richard Boulton has undertaken CRM platform data projects and has admin-
istered CRM platforms in a variety of industry sectors, including not-for-profit,
financial services and government.

Creating and Managing a
CRM Platform for your
Organisation
Richard Boulton
First published 2019
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
52 Vanderbilt Avenue, New York, NY 10017
Routledge is an imprint of the Taylor & Francis Group, an informa business
 2019 Richard Boulton
The right of Richard Boulton to be identified as author of this work has been
asserted by him in accordance with sections 77 and 78 of the Copyright,
Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or
utilised in any form or by any electronic, mechanical, or other means, now
known or hereafter invented, including photocopying and recording, or in
any information storage or retrieval system, without permission in writing
from the publishers.
Trademark notice: Product or corporate names may be trademarks or
registered trademarks, and are used only for identification and explanation
without intent to infringe.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
Names: Boulton, Richard, 1973- author.
Title: Creating and managing a CRM platform for your organisation /
Richard Boulton.
Description: Abingdon, Oxon ; New York, NY : Routledge, 2019. | Includes
bibliographical references and index.
Identifiers: LCCN 2018034598| ISBN 9781138335783 (hardback) | ISBN
9781138335806 (pbk.) | ISBN 9780429443534 (ebook)
Subjects: LCSH: Customer relations—Management—Data processing. |
Management information systems.
Classification: LCC HF5415.5 .B68 2019 | DDC 658.8/12—dc23
LC record available at https://lccn.loc.gov/2018034598
ISBN: 978-1-138-33578-3 (hbk)
ISBN: 978-1-138-33580-6 (pbk)
ISBN: 978-0-429-44353-4 (ebk)
Typeset in Times New Roman
by Swales & Willis Ltd, Exeter, Devon, UK
Contents
List of figures ix
Copyright acknowledgements and author credits x
Trademark acknowledgement xii
1 Introduction 1
2 Target audience of this book 4
3 Outcomes of this book 5
PART I
Overview of data and CRM platforms 7
4 Overview of data and CRM platforms 9
Defining data 9
Definition of a CRM platform 9
The data process – ‘the data lifecycle’ 10
Other sources of data 12
Areas of data management 12
Technology 12
Data mapping and processes 14
People 15
Summary 16
PART II
Implementing a CRM platform 17
5 Implementing a CRM platform 19
CRM implementation process 19
Project methodologies 30
Case study 30
Summary 32
vi Contents
PART III
CRM data administration issues and tasks 35
6 CRM data administration issues and tasks 37
Data plans 37
The data plan process 38
Data plan overview 48
Case study 49
Summary 50
Data capture (collection) and data quality 51
Data capture (collection) 52
Data quality 52
The data quality framework 55
Case study 67
Summary 70
Management and organisation of the data team 72
Data team structure 72
Positioning of the CRM team within the organisation 74
Workflows, guidelines, procedures and processes for
the CRM team 74
Management of the CRM data team 76
Management skills and abilities of the manager 79
Responsibilities of the CRM database manager 83
Effective team performance 89
Case study 89
Summary 92
Data in relation to mailings and reports 94
Segmentation of the data 94
Data management for reports and mailings 96
Mailings 96
Mailing preference information 96
Mailing data/segments 96
Mailing process, procedures and guidelines 97
Issues in regard to mailings 99
Case study 102
Summary 104
Reporting and analysis 105
Reporting guidelines and procedures 105
Issues of reporting and analysis 106
Types of analysis 108
Contents vii
Data visualisation and infographics 109
Case study 109
Summary 110
Data migrations 110
Issues in regard to data migrations 111
The data migration project process 111
Additional related data migration tasks 117
Case study 118
Summary 119
Security 119
Defining risk 120
Risk management methodology 120
Risk assessment 121
Risk control 127
Data breach/security contingency planning 130
Other security-related topics 131
Case study 132
Summary 133
Data storage 135
Where the data is stored 135
How the data is stored 135
Factors to consider for data storage 136
Contingency planning 137
Case study 137
Summary 138
Data suppliers 138
Factors to consider when selecting third-party suppliers 138
Case study 139
Summary 140
Data legislation 140
Case study 141
Summary 141
Summary 142
Database platforms 142
Implementation and development of the CRM database 142
Data capture (collection) and data quality 142
Data team management 143
Data plans 143
Data audits 143
Data migrations 143
viii Contents
Data security 144
Data storage 144
Data suppliers 144
Data legislation 145
Mailings and reporting 145
Documentation 145
Conclusion 145
Bibliography 147
Appendices 149
Appendix 1: Data mailing form 149
Appendix 2: Electronic data mailing form 150
Appendix 3: Database structure of data mailing form 150
Index 151
Figures
1 Marketing department of Data XYZ PLC 3
2 The data lifecycle 11
3 A project management process 20
4 REFDGIARC model of data quality 56
5 Data quality metrics grid 60
6 A simple data team organisational structure 73
7 Proposed new marketing department structure of Data XYZ PLC 91
8 A proposed process for compiling campaign mailings 97
9 Probability impact matrix 127