Reference no: EM133959090

Report

In a group of 3-4 students, develop a communication plan for an organisation of your choice for the roll out of a new Customer Relationship Management (CRM) system. You have been given an initial time limit of two months and a budget limit of $1,000. Your communication plan should include an overview of the organisation, its goals, communication targets, potential constraints, and key messaging. Please use the provided template (S5) as an outline for the development of the plan. Get AI-free online assignment help from experienced academic experts.

In addition to the plan, you will need to prepare a presentation to the Senior Executive Team implementation of your organisational communication plan. The presentation is to be done in class in Session 8 and has a time limit of 15 minutes.

Report structure

Cover sheet Executive Summary
Introduction
Objectives
Stakeholders S4
Channels
Communication Plan

Communication Plan Budget
Feedback
Risks
Conclusion References

Executive Summary
Briefly summarize the main points of the communication plan.
Include the organization's name, goals for the CRM rollout, key stakeholders, main strategies, and expected outcomes.

A brief SUMMARY of everything, NOT an Introduduction

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Introduction

Organization Overview: Provide background on the organization you've chosen, including its mission, vision, and core activities (ref if possible).
CRM System Overview:
Introduce the new CRM system, its features, and why it's being implemented (ref).
Goals, Timeframes, and Scope of the Project:
Goals: Clearly outline the primary goals for implementing the CRM system and the communication plan (e.g., improve customer engagement, streamline internal processes).
Timeframes: State the initial two-month timeline for the rollout and key milestones along the way.
Scope: Define the boundaries of the project, including what will be included in the communication plan and what will be excluded.
Brief introduction of the remaining parts of the report: Summarize the sections that follow

Introduction Organization Overview:

The chosen organization for this communication plan is "Café Melbourne," a vibrant restaurant located in the heart of Melbourne. Established in 2010, Café Melbourne specializes in a diverse menu featuring locally sourced ingredients, offering a unique blend of Australian and international cuisines. The restaurant aims to provide an exceptional dining experience and build a loyal customer base in a competitive market.

CRM System Overview:
Café Melbourne is set to implement a new Customer Relationship Management (CRM) system to enhance customer engagement and streamline operations. This system will enable the restaurant to collect and analyze customer data, personalize communications, and improve service delivery, leading to increased satisfaction and repeat visits.

Goals, Timeframes, and Scope of the Project:
Goals: The primary objectives are to improve customer interactions, increase repeat visits, and enhance overall dining experiences. The communication plan will also aim to inform staff and customers about the CRM system and its benefits.
Timeframes: The rollout of the CRM system and the communication plan will occur over two months, from planning to implementation and feedback collection.
Scope: This plan focuses on internal communication for staff and external messaging for customers and stakeholders, excluding the technical details of CRM implementation.

Brief Introduction of Remaining Parts of the Report:
The following sections will outline the specific objectives of the communication plan, identify key stakeholders, and describe the channels for information dissemination. A detailed communication strategy will be provided, alongside a budget for the communication activities. Feedback mechanisms will be included to ensure stakeholder input is gathered, potential risks will be assessed, and the report will conclude with a summary of key findings and recommended next steps.

Introduction

Organization Overview: Provide background on the organization you've chosen, including its mission, vision, and core activities (ref if possible).
CRM System Overview:
Introduce the new CRM system, its features, and why it's being implemented (ref).
Goals, Timeframes, and Scope of the Project:
Goals: Clearly outline the primary goals for implementing the CRM system and the communication plan (e.g., improve customer engagement, streamline internal processes).
Timeframes: State the initial two-month timeline for the rollout and key milestones along the way.
Scope: Define the boundaries of the project, including what will be included in the communication plan and what will be excluded.
Brief introduction of the remaining parts of the report: Summarize the sections that follow

Objectives

List here, the top that are to be achieved by the
execution of this Communication Plan.
Try and make your objectives: Specific, Measurable, Actionable, Relevant and Timely (S.M.A.R.T) where possible.
For instance, your objectives may be related to:

Increasing stakeholder awareness
Improving team efficiency and productivity
Gaining management sponsorship and buy-in
Changing the perception of your team
Improving team culture and behaviour.
Are these objectives
SMART?
If not, HOW to CONVERT these into SMART objectives?

Step 1 - DO IT NOW
10 mins
In your group, discuss and develop into 03 SMART objectives for your COMMUNICATION plan

Increasing stakeholder awareness
Improving team efficiency and productivity
Gaining management sponsorship and buy-in
Changing the perception of your team
Improving team culture and behaviour.

Increasing stakeholder awareness: By the end of the two-month rollout period, increase stakeholder awareness of the new CRM system to at least 85% among staff and customers, as measured by a follow-up survey conducted one week after the campaign's completion."

Objectives

The primary objectives of the communication plan for the rollout of the new CRM system at Café Melbourne are as follows:
Increase Awareness: Ensure all staff members understand the features and benefits of the new CRM system, promoting a smooth transition and effective utilization. Aim for 100% staff participation in training sessions.

Stakeholders
3.1 Target Audience (stakeholders)
3.2 Stakeholder requirements: Name, role, information, timeframe
3.3 Key messages

Target Audience (Stakeholders)
List and describe each of the audience groups (i.e. stakeholders) that your team will communicate with.
Remember that this is a formal Communication Plan. Therefore, you with only wish to list audience groups whom your team will want to communicate formally with.
Consider both Internal and External Stakeholders
Describe Their Roles: Briefly explain the role each stakeholder group plays in the organization and their relevance to the CRM system.

Target Audience (Stakeholders)
The key stakeholders for the CRM rollout at Café Melbourne include:
Staff Members: Front-of-house and back-of-house employees who will interact with the CRM system.
Management Team: Restaurant managers and supervisors who will oversee the implementation and use of the CRM system.
Customers: Regular patrons and new visitors who will benefit from personalized services.
Suppliers: Vendors who may need to integrate their systems with the new CRM for inventory and order management.

STEP 2 - DO IT NOW
Target Audience (Stakeholders)
List and describe each of the audience groups (i.e. stakeholders) that your team will communicate with.
Remember that this is a formal Communication Plan. Therefore, you with only wish to list audience groups whom your team will want to communicate formally with.
Consider both Internal and External Stakeholders
Describe Their Roles: Briefly explain the role each stakeholder group plays in the organization and their relevance to the CRM system.

Stakeholder Requirements
You now know exactly who it is that you are going to formally communicate with. The next step is to identify the information that they need to receive. List each stakeholder in the table below then describe the information that they need to receive and the timeframe in which they need to receive it.

Stakeholder Requirements
You now know exactly who it is that you are going to formally communicate with. The next step is to identify the information that they need to receive. List each stakeholder in the table below then describe the information that they need to receive and the timeframe in which they need to receive it.

Name Role Information Needed Timeframe

Key messages
When developing key messages for stakeholders, it's essential to focus on a few critical communications that will be regularly shared across the organization.
These messages should be clear, concise, and relevant to the majority of stakeholders involved in the CRM rollout.
Please note the connection between 3.2 and 3.3

3.3 Key Messages
To ensure effective communication with stakeholders during the CRM rollout at Café Melbourne, the

following key messages will be regularly communicated:
Project Status:
SAMPLE - DO NOT COPY

This message informs stakeholders about the current state of the CRM implementation, including whether it is on schedule, within budget, and meeting quality standards. It reassures them that the project is progressing as planned.
Project Issues:
This message outlines any challenges or obstacles currently affecting the CRM rollout. It explains the nature

of these issues, their potential impact on the project, and the actions being taken to address them.
Project Risks:
This message highlights significant risks that could impact the success of the CRM implementation. It
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provides an overview of these risks and describes the strategies being implemented to mitigate or reduce them.
Project Deliverables:
This message summarizes the milestones and deliverables that have been completed to date, as well as those scheduled for the upcoming period. It keeps stakeholders informed about what has been achieved and what to expect next.
Project Resources:
This message provides an overview of resource allocation related to the CRM implementation. It outlines the level of staffing and other resources in relation to the Resource Plan and notes any constraints that may affect the project.
These key messages will be communicated regularly to ensure all stakeholders are informed and engaged throughout the CRM rollout at Café Melbourne.

Channels

4.1 Communication Channels
List specific channels for each stakeholder group (e.g., meetings, emails, newsletters, social media).
Match channels to the key messages that need to be communicated.
At least 03 channels for each stakeholders, ranked.
Channels include: (1) Oral, in-person (non-digital); (2) Oral, digital; (3) Written, printed; (4) Written, digital; (5) Visual, printed and (6) Visual, digital
4.2 Justify Channel Suitability
Provide a rationale for why each channel is appropriate for the target audience.
Consider factors as discussed in class such as
privacy

Channel Suitability
1.Front-of-House Staff:
Weekly Team Meetings (Oral, In-person):
Richness: High; allows for nuanced discussion and immediate feedback.
Formality: Informal, fostering open dialogue.
Urgency: Suitable for immediate updates and issue resolution.
Group Video Calls (Oral, Digital):
Limitations: Requires reliable internet; suitable for remote team members.
Cost: Minimal; mostly utilizes existing technology.
Team Chat Updates (Written, Digital):
Audience Preferences: Ouick access to information; allows for asynchronous communication.

COMPULSORY
Email the draft version of the below to me before Session 5
Introduction
Objectives
Stakeholders
Channels

Communication Plan
5.1 Communication Events
5.2 Communication Schedule
5.3 RACI matrix

Communication Events
List the main communication events (e.g., initial project announcement, training sessions, feedback meetings).

Communication Schedule
Create a timeline for these communication events. Ensure alignment with the 2-month timeframe in a Gantt chart

Schedule each of the communication events that you intend to hold, to disseminate your communication messages to your stakeholders.

RACI Matrix
Develop an ARM matrix to define responsibilities for each communication activity.

Communication Plan Budget
Budget Overview: Provide a detailed breakdown of the $1,000 budget.
Allocation: Explain how funds will be allocated across various communication activities (e.g., materials, events, digital tools).
Cost Justification: Justify each budget item based on its relevance to achieving communication goals.

Describe each feedback measure you will implement to gather insights about your communication events. Consider multiple feedback methods to ensure you get a comprehensive understanding of the communication's effectiveness.
Describe here each of the measures you will put in place to gather feedback on communications events you have scheduled. Some examples include:
Ouestionnaires
Feedback forms
Complaints forms
Telephone surveys
Independent audits