To build this new process map, it is necessary to (1) analyse
the current situation—the AS-IS—using questionnaires
and interviews with company staff, and (2) design
what the companys CRM processes should be like in the
future—the TO-BE.
Although there are authors who suggest that a re-engineering
project must forget the AS-IS and focus itself on
the ideal operational model when it comes to designing
the TO-BE, the experience obtained by the IRIS group in
carrying out re-engineering projects at various companies
demonstrates that the existing means (human and technological
resources, and so forth), as well as the companys
culture and psychology, are a great restriction, so when it
comes to defining the CRM processes for the TO-BE it is
necessary to understand the AS-IS and choose the best
realistic solution rather than suggesting ideal ones. The
level of detail and depth of these models is high because
all the activities in the process must be identified together
with the inputs and outputs (information and materials),
resources and controls.