4D CRM Plan
Human Centric CRM
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Successful CRM is Human Centred - 4D.CRM
Get the return on investment you expect through early and pain free adoption delivering the valuable stakeholder relationships you need
Discover - Engage Early
Before designing and implementing a CRM, knowing who will use it and their skills and experiences is crucial.
After implementation, you will depend on these people adopting it, which means it must work in their everyday work world. Leveraging their experience and skills from the start makes this a certainty.
But it goes beyond that. You also need to energize and motivate your people, which means touching their emotions.
We do all this through a workshop involving all your stakeholders. In a smaller setting, this may take two days.
Dream - Live the Change
Delivering a future that will return your investment in CRM means knowing what it looks like.
Achieving it depends on your stakeholders coming on that journey with you, so they must also see themselves in that future.
In this process, we engage your people in creating a vision of that future and encourage them to consider what the journey will look like for them.
We do this in a workshop, during which we develop the nonfunctional requirements for your CRM System and document a Change Management approach.
Design - The Journey
We use Agile DSDM principles to design a plan based on your stakeholders’ vision of the future, including processes, how the technology needs to work, and the journey.
We develop this sequence of steps (Sprints for Agile initiates) to deliver tangible results for your business fast and often.
This approach creates and maintains a momentum of success that builds trust in your people and energizes them.
However, we also build flexibility into this plan by leaving the development of functional requirements as long as possible for each step.
That means you see a return on your investment in weeks.
Destiny - not Destination
While we begin returning your investment in weeks, break-even may take longer. Often, it is achieved after the software and initial training has been delivered.
We recognize that this longer-term aim of achieving a return on your investment requires a further human process: managing the Transition from the old world to the new.
We also establish a longer-term plan for Town Hall meetings. These capture insights from across the business about how the CRM needs to evolve and survive in an environment of constant change.
In this way, your CRM returns your investment far into the future by remaining relevant long term.
Appreciative Inquiry for CRM Deployment
Our Appreciative Inquiry methodology is radically positive and focused on the people you will rely on to make your CRM Project a success. I have also used elements of the well-tried DSDM approach to project management, which is a formal style of Agile
4Dimensional CRM
4D.CRM™ at work
The Situation: This business sold furniture to the NHS on frameworks that set prices they and their suppliers had to follow. They decided to upgrade their CRM systems from SAP to gain better traction and increase sales value.
Define: We worked with the sales, marketing, and production teams to define their business. Through workshops, we discovered that their company was not about selling furniture but about building healing environments for patients and their families.
Dream: In the workshop, the attendees talked about each other’s experiences and the skills they had learned. That was a firm foundation for thinking about what their jobs would look like if they delivered their purpose every time.
Design: Using the ideas generated in the workshop, we worked with each team to define a single process for delivering healing environments to patients and their families. That included who they marketed to (now predominantly Clinical Directors promoting their design skills) and the sales process.
Deliver: Armed with the processes that the users had played a big part in developing, we created the CRM System for them that supported a new approach. Within three months, they were included in projects worth more than £2m.
Tell me more about Human Centred CRM
