ARCHIVED CASE STUDY 3
Building a Compelling Business Case and Managing CRM Vendor Selection

The Situation
Three smaller organizations had recently merged into a large institutional division within a financial services firm. Leadership of the new division wanted to explore opportunities to cross-sell to clients being serviced by the other organizations within the firm. To identify and improve service to high-value customers, they also sought to understand their “total” relationship with customers.

The Challenge
Each organization had a separate client database, a separate customer service group, and a different product offering. Aggregate information was not available and understanding the full nature of customer relationships was difficult. Each organization had incentives aligned to its own products and profitability and had little interest in looking at the complete customer relationship across the enterprise.

The Objective
Business Intelligence Solutions (BIS) was tasked with creating a "business case" for a CRM project to create a common customer database along with a method to identify customer relationships and behavior, improve service, and increase sales to customers.

Resolution
BIS analyzed the firm’s current data and technology resources and defined future technology needs. We then formed a cross-functional team and developed criteria for CRM vendors. BIS researched CRM vendors and conducted vendor analysis. Primed with this information, BIS successfully created a business case and presented findings and recommendations to the firm’s executive team for approval and funding.

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