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Why scoping of CRM must consider both users and business intelligence needs


CRM can be likened to a sausage machine - a piece of machinery that takes what is entered at one end and transforms it to produce something different at the other.  Even if the machinery is the best in the world, it can only produce high quality results when high quality ingredients are put in.

In the world of CRM, this means that your solution must be designed and scoped from the perspective of both end users and the reporting or business intelligence needs.  The design of the solution must then take both of these requirements, and link them to the underlying data model of the CRM technology selected.

Every element of data captured must either

  • add value to users who are looking after your customers, or,
  • be necessary for a report that adds value to the business.  

If it does not meet at least one of these criteria, the data should not be collected.

So often, CRM projects fail, because users do not adopt the solution.  This usually happens because the users cannot see the benefit in changing from their previous way of working - the new solution does not offer them any improvement, and may seem harder to use or less useful for no return to them, just a return to 'management'.


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Opsis is an expert Microsoft Dynamics 365 consulting company. Our focus is your Microsoft Dynamics 365 success - not licence sales or billable hours. As Principal Consultant, Gill oversees all business operations and strategic planning and execution, yet she still believes in offering personal attention to each and every client, so as to understand their needs and offer tailored solutions.  We are based in Sydney, with clients in Sydney, Canberra, Melbourne, Brisbane and across Australia.  We offer Microsoft Dynamics 365 strategy, Microsoft Dynamics 365 scoping, Microsoft Dynamics 365 implementation, Microsoft Dynamics 365 technical support, Microsoft Dynamics 365 advice and guidance, Microsoft Dynamics 365 training and mentoring.