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RELATIONSHIP MANAGEMENT PLAN TEMPLATE

This Relationship Management Plan Template is free for you to copy and use on your project
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RELATIONSHIP MANAGEMENT PLAN

<PROJECT NAME>

COMPANY NAME
STREET ADDRESS
CITY, STATE ZIP CODE

DATE

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TABLE OF CONTENTS
INTRODUCTION.....................................................................................................................................3
CUSTOMER BACKGROUND AND DESCRIPTION............................................................................................3
SPECIFIC CUSTOMER NEEDS...................................................................................................................4
ADDITIONAL CUSTOMER OPPORTUNITIES..................................................................................................4
RELATIONSHIP STRATEGY.......................................................................................................................5
COMMUNICATION PLAN........................................................................................................................6
VALUE PROPOSITION.............................................................................................................................8
APPROVALS.........................................................................................................................................9

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INTRODUCTION
Customer Relationship Management (CRM) is an imperative business function which forms and
develops a mutually beneficial relationship between a provider and a client. The significance of
CRM has grown from simple customer service to an integrated solution which establishes a
level of trust in forming long term relationships and identifying additional business
opportunities. While CRM or a CRM Plan is not a formal tenet of project management, it is an
area which can be used by an organization to compliment the products or services it provides
through various projects.

Doe Consulting Group prides itself on building and maintaining strong relationships with its
customers. We have learned that it is far more cost effective to manage existing relationships
and capitalize on additional opportunities than it is to seek and win new customers. Doe
Consulting Group has developed this Customer Relationship Management (CRM) Plan to
provide background and an understanding of the customer, ABC Corp. The purpose of this plan
is to identify the needs, communication requirements, opportunities, and value associated with
ABC Corp. By understanding these variables we can develop a mutually beneficial strategy for
managing a long-term value-added relationship with this customer.

CUSTOMER BACKGROUND AND DESCRIPTION

This section describes the customer organization and may include details regarding the
customer’s history, leadership, organizational structure/environment, industry, and
performance. The more detail that is provided, the better the plan will illustrate ways in which
the relationship can be effectively managed.

ABC Corp. is a leader in the ball bearing manufacturing industry. In the last 10 years ABC Corp.
has grown from 1% to 22% in ball bearing manufacturer market share. Founded in 1995, ABC
Corp. is based out of Richmond, VA with several plants located in the Midwest region where all
manufacturing takes place.

ABC Corp. is organized into four divisions. These include: HQ consisting of approximately 300
personnel and all executive leadership—this also includes all human resources (HR), marketing,
sales, and finance employees; Research and Development (R&D) consisting of approximately
300 personnel; Operations/Manufacturing consisting of approximately 2,200 personnel; and
Logistics/Warehousing consisting of approximately 120 personnel.

ABC Corp.’s Chief Executive Officer (CEO), John Smith, was appointed in 2007 and has pursued a
strategy of aggressive R&D to develop new products as well as process improvement and cost
reduction measures. ABC Corp. has aggressively marketed the superior performance and cost
of their products which has allowed them to gain market share at such an impressive rate.

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ABC Corp. has primarily sought Doe Consulting Group services in the form of process
improvement and records and information optimization (RIO). To date ABC Corp. employees
have been extremely receptive and cooperative in working with Doe Consulting Group
representatives on various consulting initiatives.

SPECIFIC CUSTOMER NEEDS

This section describes the specific needs that the customer has. These may be needs that are
currently being addressed in the business relationship or needs that have been identified that
can be developed into new opportunities. Many times a client will plainly state what their
needs are to see if their vendor is able to help them. This section should not be confused with
the identification of other potential opportunities.

Doe Consulting Group was contracted by ABC Corp. to help develop a standard and formal
process by which ABC Corp. could identify weak or inefficient processes, develop improvement
courses of action, and implement the approved process improvement measures. While a
majority of this effort has been completed, Doe Consulting Group consultants continue to work
closely with ABC Corp. to address issues on a case-by-case or as-needed basis.

Doe Consulting Group was also contracted by ABC Corp. to develop and implement a RIO
solution which provides capture, storage, and organization for all ABC Corp. operational data as
well as administrative records. This work is ongoing and ABC Corp. has been pleased with the
progress made to date. Doe Consulting Group has developed data bases for the capture and
organization of operational data (including manufacturing specifications, testing data, and plant
performance measures). Doe Consulting Group is now working closely with ABC Corp. HQ to
develop and implement an integrated records management solution. This solution will provide
an integrated platform for ABC Corp. to manage HR records, appraisals/evaluations, benefit
records, leave requests, insurance requirements, payroll activities, and training.

ABC Corp. has informed Doe Consulting Group that it requires assistance in developing an
effective organizational structure within its R&D group to more efficiently manage projects.
While no contract activity has taken place thus far, Doe Consulting Group has developed a plan
to establish a project management office (PMO) within ABC Corp.’s R&D group and is scheduled
to present this plan to the ABC Corp. CEO, President of Operations, and President of R&D.

ADDITIONAL CUSTOMER OPPORTUNITIES

Many times, through the course of normal work between organizations, other potential
opportunities may be identified which have not specifically been brought up by the customer.
This section provides a description of these opportunities, any discussions that have taken place

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regarding these opportunities, and how the organization may be able to help the customer.
This section may also provide a list or description of next steps in pursuing these potential
opportunities. There may also be occasions where the potential opportunity comes with
significant risk or is not pursued for another reason.

During the course of currently contracted work, Doe Consulting Group employees have
identified another potential opportunity within the Logistics/Warehousing Group of ABC Corp.
Doe employees observed that ABC Corp.’s logistics and warehousing operations are very
inefficient and that there are frequent issues with shipments being made late, inaccurate
shipping manifests, and incorrect products being placed into customer orders. No direct
discussions have taken place with ABC Corp. leadership in reference to these challenges but
Doe Consulting Group is confident it can provide value to ABC Corp. in the form of an integrated
logistics solution (ILS) approach. Doe has had great success with other customers developing
and implementing a tailored ILS approach. In order to determine if this opportunity is viable,
Doe Consulting Group must initiate a conversation with ABC Corp. to determine whether this is
an area in which ABC Corp. understands it may have a problem and is an area they would like to
improve.

In preparation for the pursuit of this opportunity Doe Consulting Group will compile feedback
and testimonials from customers who we have supported with various logistics solutions. Doe
Consulting Group representatives will initiate a discussion on these issues as a follow-on to the
scheduled PMO presentation with ABC Corp.’s CEO and President of Operations. Based on
these discussions, further guidance will be given regarding the development of cost estimates,
resource planning, and scheduling.

RELATIONSHIP STRATEGY
This section describes the strategy for how the organization will strengthen and maintain the
business relationship with its customer. This may include descriptions of the health of the
current relationship, courses of action to grow the relationship, any opportunities for
partnering, descriptions of any conflict in the relationship, and any individuals or groups which
must be part of this effort.

The relationships developed over the last few years between Doe Consulting Group and ABC
Corp. is considered strong with a significant level of trust. ABC Corp.’s senior leadership feels
comfortable approaching Doe Consulting Group in order to discuss problems and issues and
identify ways in which we can help. ABC Corp. has acknowledged that Doe Consulting Group
has met all of its deliverables for every contract on time, budget, and in a manner consistent
with our standards of integrity. Additionally, ABC Corp. has acknowledged that the completion
of every effort has resulted in significant value for their organization in the form of efficiency,
cost reduction, and output.
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To date ABC Corp. has been very open to ideas and opportunities identified by Doe Consulting
Group and most of these opportunities have been converted into contract awards. This
illustrates a significant and healthy level of trust in this business relationship. Because of the
nature of ABC Corp.’s business, there are not currently any plans or opportunities to partner,
however, Doe Consulting Group can continue to grow this relationship in two ways. First, we
must continue to look for opportunities to improve ABC Corp.’s business and help them
streamline their processes and operations. Specifically, we must target opportunities that will
result in significant benefits to ABC Corp.’s business and are of high value-added impact.
Secondly, we must perform our contracted work in an exceptional manner and provide
consistent value to our customer. By showing our customer our willingness to help them
improve their business and proving the value we bring, Doe Consulting Group can continue
growing this long-term relationship in a mutually beneficial manner.

Senior leadership of Doe Consulting Group and ABC Corp. maintain an open door and cordial
relationship. This is the level at which most discussions take place regarding new opportunities
and ongoing initiatives. There is also frequent interaction between Doe Consulting Group’s
sales force and ABC Corp.’s contracting group as contracts, statements of work, and task orders
are coordinated. These groups and individuals must be informed of all communications
between our two companies.

COMMUNICATION PLAN
This section should describe how the company will maintain communications with the
customer. This may include methods of communication, frequency, who will communicate,
what information will be communicated, and the purpose of the communications. Effective
communication is an important part of building and maintaining healthy business relationships
with customers. They must understand that their needs are important to us as well as
understand the ways we can help them which they may not already be aware of.

Doe Consulting Group maintains a communication plan with all existing customers in addition
to ongoing marketing initiatives. Communication plans are tailored for each customer based on
the relationship already in place and the needs of the customer. Doe Consulting Group sends
personalized emails to customer senior leadership informing them of new services that we offer
and how it may benefit their organization. These new services are also updated on our website
as they are created.

Doe Consulting Group’s President and Executive Vice President maintain frequent dialogue with
ABC Corp.’s CEO, President of Operations, and President of R&D. This dialogue includes
discussion of status of ongoing initiatives, other areas of support, and general industry
information. Much of the contracted work Doe Consulting Group has received from ABC Corp.
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was a result of these conversations. The purpose of these discussions, other than informal
conversation, is to inform each other of the capabilities, strengths, and limitations of their
organizations and identify pain points where support may be needed. These communications
take place on approximately a monthly basis and are usually via telephone call. Occasionally, a
business lunch is planned for face to face conversations.

Doe Consulting Group’s marketing and capture team communicates on a weekly basis with ABC
Corp. These discussions are detail focused and are usually the result of discussions between
each organization’s senior leadership on support efforts. The purpose of these discussions is to
explore efforts being discussed between senior leaders and identify the best approach for
developing and authorizing contract support, establishing points of contact, and looking at
resources required. These communications are usually conducted in a meeting and are face to
face in a work group type of environment.

Doe Consulting Group’s marketing group is also responsible for corporate events and
sponsorship. In the past Doe Consulting Group has been a gold sponsor of ABC Corp.’s annual
golf tournament. This event has helped our company make inroads with ABC Corp. as we have
shown our support through sponsorship and prize donations. This is a practice we will continue
with ABC Corp. and other valued customers.

Doe Consulting Group Communication Points of Contact:

Name Title Email Phone Number

J. Doe President and COO [email protected] (999) 555-1110
D. White Executive VP [email protected] (999) 555-1111
M. Black Marketing Manager [email protected] (999) 555-1113
S. Green Marketing Capture [email protected] (999) 555-1122
Manager
A. Thomas Sales Manager [email protected] (999) 555-1133

ABC Corp. Communication Points of Contact:

Name Title Email Phone Number

R. Jones CEO [email protected] (999) 123-1212
D. Johnson President of [email protected] (999) 123-2121
Operations
B. Franklin President of R&D [email protected] (999) 123-5151
E. Smith Contracts Manager [email protected] (999) 123-3131
L. Davis Procurement [email protected] (999) 123-4141

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Manager

VALUE PROPOSITION
This section should describe the how your company adds value to the customer. It should
address what your company offers that others do not or why your performance is more
valuable than a competitor’s. Customer satisfaction, unique products or services, or tailored
solutions are common ways a company can establish value. Value propositions are used to set
your company apart from its competition. The tenets of the company’s value proposition
should be the basis of communication between your organization and existing or potential
customers.

Doe Consulting Group provides service based solutions in the areas of project management,
process improvement, integrated logistics, management consulting, and records and
information optimization. However, we are not the only company that provides these services.
The strengths of Doe Consulting Group are its people, practices, and unwavering customer
service. Over the years, these strengths have resulted in a high level of customer satisfaction
and loyalty.

People – Doe Consulting Group draws professionals from the best schools and companies and
provides them with the tools and practices to allow them to reach their full potential through
extensive development opportunities. Doe employees are high achievers with unquestionable
integrity. The value added by our employees is immediately evident when they’re interacting
with their clients and manifests itself through the feedback we receive from our customers.

Practices – Doe Consulting Group leverages best practices but takes it one step further. We
ensure that these practices are tailored to each individual customer based on their
requirements and organizational structure and processes. We fit our solutions to the client, not
the other way around.

Customer Service – Doe Consulting Group is with our customers every step of the way. Each
customer has its own outreach professional within Doe who they can contact for information or
with questions. Our on-site teams remain engaged throughout the contract lifecycle always
seeking ways to improve their services. Our hands on approach ensures that an engagement
will not end until our customer is completely satisfied with the deliverables.

Based on these strengths Doe Consulting Group maintains an extremely high customer
retention rate which illustrates the value we add to our clients.

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APPROVALS
The Relationship Management Plan may or may not require executive approval depending on
the organization. Although it is an extremely valuable tool, it is not a formal part of project
management methodology or framework.

The signatures of those below indicate an understanding in the purpose and content of this
document by those signing it. By signing this document you indicate that you approve of the
proposed Relationship Management Plan.

Approver Name Title Signature Date

Doe, J. President and COO

White, D. Executive VP

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