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The Model of CommunicationbetweenFacility Managerand End Users

for getting real satisfaction

6th June 2001

Hitoshi Kumagai

European Master Facility Management

Presentation For Dissertation

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Today option

Choose one from three: each focuses on A) CRM (Customer Relationship Management)

B) Communication Model and Evaluation(The result of the Experiment)

C) Communication Support Information System

CRM COM SYS

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Contents (CRM) Introduction

– Objectives of the Research– Quality of Facility Management– Communication Model– Hypotheses

CRM– Why is the Relationship important?– How are the customers satisfied?– CRM in Facility Management

Communication Model and Evaluation– Types of Communication– Relation between satisfaction and communication

Communication Support Information System– The policy

Conclusion

CRM

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Contents (Communication Model) Introduction

– Objectives of the Research– Quality of Facility Management– Communication Model– Hypotheses

CRM– CRM in Facility Management

Communication Model and Evaluation– Experiment: The setting– Types of Communication– Experiment: Difference among the sites– Experiment: Correlation among the questions– Experiment: Customize– Relation between satisfaction and communication

Communication Support Information System– The policy

Conclusion

COM

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Contents (Support System) Introduction

– Objectives of the Research– Quality of Facility Management– Communication Model– Hypotheses

CRM– CRM in Facility Management

Communication Model and Evaluation– Types of Communication– Relation between satisfaction and communication

Communication Support Information System– What should the system support– Increasing perception process– Meeting with requirement process– Involving user-to-user communication process– The policy

ConclusionSYS

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Introduction

CRM COM SYS

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Objectives of the Research

What types of communication exist between Facility Manager and End users

How each type of communication increases satisfaction of End Users.

The policy for the Communication Support

Information System

CRM COM SYS

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Quality of Facility Management

“There is never any objective

measurement of a professional services.”

Only the customer will define

whether you are performing the right services

Barrett, 1995, p45

[from Friday & Cotts, 1995, p12 & p13]

• How close to their expectations about service and their perception of the way Facility Manager perform

• Satisfy customers If the perception matches the expectation

CRM COM SYS

Friday & Cotts, 1995, p3

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Communication Model

One-way S-to-C Interactive S-to-C

Interactive C-to-C

S: Service providerC: Customer

CRM COM SYS[from Kokuryo, online Internet 29 Nov 2000]

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Hypotheses

Interactive S-to-C

One-way S-to-C

Interactive C-to-C

Increases End Users’ perception of services level

Accelerates interactive communication

Increases End Users’ satisfaction.

reveals the potential expectation of end users.

CRM COM SYS

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CRMCustomer Relationship Management

CRM COM SYS

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Why is the Relationship important?

Base Profit

Profit from increased purchases and higher balance

Profit from price premium

Profit from referrals

Profit from reduced operating cost

0

1 2 3 4 5 6 7Year

CustomerAcquisition

cost

Company profit

CRM[from Reichheld & Sasser, 1991, p4]

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How are the customers satisfied

HelloIt’s a nice day

Are you aware of our Frequent Buyers’ Program?

What would be best for you, the sugared or the sugar-free lemonade?

you’re trying to lose weight? the Personalized Communication Model

the Manipulative Communication model

the Courteous Communication

CRM[from HMCL1, 2000, p3]

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CRM in Facility Management

CUSTOMER VALUATIONS

Highlydifferentiated

Uniform

CUSTOMER NEEDUniform Highly

differentiated

Ⅰ

Gas station

Ⅳ

PharmaciesComputer systems

Ⅲ

AirlinesPackaged goods mfrs.

Ⅱ

Bookstores

Facility Management

CRM COM SYS[adapted from Pepper & Rogers quoted by IBM NUMA-Q, 1999, p4]

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Communication Model and Evaluation

CRM COM SYS

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-Experiment-The Setting

A Company

An FM outsourcing firm

Questionnaire

Interviews

Occupants 1200 280 1000

Respondents 30 9 35COM

Set B

Team B

Site 2End users

Set A

Team A

Site 1End users

Set C

Team C

Site 3End users

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Types of Communication

Services catalogueCampaign

Notice (routine)Notice (occasional)

FAQ

ExchangeRumour

ArrangementAnswer to question

Requirement Answer to complain

One way S-to-C Interactive S-to-C

Interactive C-to-C

CRM COM SYS

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-Experiment-The Result: Difference among sites

Site 1 Site 2

Overall Satisfaction

Perception

Expectation

How many have

contactedSatisfaction

for solution

Site 3

More Often

lower Middle

Higher Higherlower

Difficult to say different

Higher

Middlefewer

lower MiddleHigher

COM

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-Experiment-The Result: Correlation among questions

OverallSatisfaction

Perception

Satisfactionfor

Solution

(Negative)C-to-C

Communication

COM

QualityComparing

Expectation

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-Experiment-The Result: Customize

Customize = Combination of services

e.g. Wants to make conference

Document

Catering

Equipment

Conference room

COM

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-Experiment-Relation: Satisfaction and Communication

Dissatisfaction

Satisfaction

PerceptionOf service Satisfactio

nfor

solution

Quality

Meet to Requirement

Web-siteCatalogue

Rumour

One-way S-to-CInteractive S-to-C

CRM COM SYS

Interactive C-to-C

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Communication Support Information System

CRM COM SYS

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What should the system support ?

Increasing perception process

Meeting with requirement process

Involving user-to-user communication process

SYS

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Increasing perception process

DefineValue Proposition

Focus on Behavioural

Segmentation

EffortlessNavigation

Complementary to Offline Channels

SYS

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Meeting with requirement processmarkete

rService

repCustomer

TelephoneAccess

MobileAccess

BrowserAccess

from the Internet

BrowserAccess

from intranet

ITSIPC

CRMDatabase

Index server

WebProjector

CRMServer

Knowledgedatabase

MySAP.com

Workplace

server

MySAP.com Workplace

EmailAccess

Communication Sever

CTIServer

Interface

Scenarioprovider

The otherEnterprisecomponent

Clarify Scenarios

SYS

Unify all ways of Communication

ITS

MySAP.com

Workplace

server

COM

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Involving user-to-user communication process

Offer a Stage for Conversationto Customers

Encourage and EmpowerStaff to Join

Join as a personA Name, a Point of view, Humour, Passion

SYS

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The policy for the system

End users should be centric to make Scenarios of their

Behaviour

Ways of communication should be unified into a consolidated

information. includes the stage of interactive C-to-C.

Clarify the scenarios of the staff: develop to information system, and

human resource development.

CRM COM SYS

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Conclusion The way of Communication

– One-way S-to-C: for Perception– Interactive S-to-C: for Requirement– Interactive C-to-C: for Rumour

The Satisfaction and Communication– Increase perception– Solve requirement– Otherwise negative Interactive C-to-C

The System– User Centric– Unified communication ways– Developed scenarios of staff

Recommendation for the future study– How to adopt the CRM concept into TQM process.

CRM COM SYS

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The End of PresentationThank you for listening

It’s the time to discuss

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See you at Innsbruck

Thank you very much