Phase 1 - Survey

This is the most important phase: get this right, and the project will have a far higher probability of success. Its purpose is to establish the business requirements of the firm, its objectives and anticipated benefits with respect to CRM, the business culture and how best to ensure the system's success.  Tasks include:

• Create a steering committee that represents business users, Business Development and IT, and agree terms of reference;
• Brainstorm CRM requirements with the Marketing and Business Development teams;
• Conduct workshops with business users (including partners, fee earners and secretaries) to understand how they manage client and contact relationships;
• Interview selected 'rain makers' to determine 'best practice' methods of developing and exploiting client relationships;
• Meet with senior management and ensure there is full commitment to the expenditure and commitment of resources that will be required;
• Evaluate current marketing systems and determine key features to replicate in a new CRM system;
• Estimate the quality and completeness of any centrally-held marketing databases;
• Create a summary report summarising the findings of this phase and setting out the CRM business requirements of the firm;
• Obtain signoff from the steering committee and approval to continue.

 Hint.  Make sure that senior management of the firm appreciate the cost and amount of effort that will be involved in the implementation of CRM.  If they are half-hearted about the project then save yourself a lot of trouble and heartache by stopping the project now.