TAFE NSW the value of Industry engagement

Dennis Owen

Manager, Client Relations

TAFE National Business

Customer Relationship Management

Presentation outline

• Role TAFE NSW National Business• Customer Relationship Management.

National Business Role

• Provides a ‘one stop shop’ for large clients’

• Focuses only on ‘large clients’

• Develops and manages relationships/partnerships with ‘large clients’

on behalf of and in conjunction with the TAFE NSW Institutes

Customer Relationship Management (CRM)

CRM is “the development and maintenance of mutually beneficial long-term relationships with strategically significant customers”

CRM is a business philosophy based on upon individual customers and customised products and services supported by open lines of communication and feedback.

• Customer Relationship Management is based on trust and value The organisation must:

• Understand customer needs and problems;

• Meet their commitments;

• Provide superior customer relationship management to;

• Have a passionate interest in establishing and retaining a long-term relationship (e.g., have long-term perspective).

Customer Relationship Management

The Pre-relationship StageThe event that triggers a buyer to seek a new business partner.

The Early StageExperience is accumulated between the buyer and seller although a great degree of uncertainty and distance exists.

The Development StageIncreased levels of transactions lead to a higher degree of commitment and the distance is reduced to a social exchange.

Stages in the development ofCustomer Relationship Management

The Long-term Stage

Characterised by the organisations’ mutual importance to each other.

The Final Stage

The interaction between the organisations becomes institutionalized.

Stages in the development ofCustomer Relationship Management

Stages in the development of key relationship management

Degree ofinvolvement

High

Low

Nature of customer relationship

Transactional Collaborative

Pre- Key Relationship Management (KRM)

Early-KRM

Mid-KRM

Partnership KRM

Synergistic KRM

(Millman and Wilson, 1995)

Stakeholder Engagement

Customer Relationship Management activities

Country Energy

Country Energy is Australia’s largest energy supply network, providing services across 95 per cent of New South Wales.

The company has around 4,00 employees based in regional and remote areas around the state.

The company’s focus for the future is to become Australia’s ‘Best Essential Services Provider’. Part of that strategy is a commitment to provide opportunities for its employees for Award progression and career options that meet both the individual employees’ needs and the evolving needs of the business.

Country Energystatistics

– Network area serves 95% of NSW

– 200,000 kilometres of powerlines, 1.4 million power poles, 113,000 distribution substations and 120,000 street lights

– 870,000 retail electricity customers – also retail natural and bottled gas, internet support and energy management services

– 27,000 gas network customers in southern NSW

– 10,000 water and sewerage customers in Far West

– $1.6 billion in annual revenue

Country Energy Challenges

Develop new skills and abilities in our existing workforce

Ensure training, assessment and skills recognition is targeted to meet clearly identified current and future needs

Skill and empower of Team Leaders as mentors to drive the change at the workplace level

Achieve maximum leverage from our training budget

Signing of extension of the Country Energy- TAFE NSW Agreement

Carl Thompson, Country Energy. Elizabeth Mc Gregor Institute Director North Coast Institute and Susan Hartigan Institute Director Western Sydney Institute

Organisation Challenges TAFE NSW

Contextualising training services to reflect Country Energy’s systems and processes

Expand “Best Practice” flexible delivery across TAFE NSW (non traditional time, location and delivery methods)

Move from a didactic approach to a more blended delivery method – Customised skills gap training programs with flexible delivery

options

Adding the new Electrical Supply Industry Transmission Distribution & Rail (TDR) on TAFE NSW scope

– Development of associated learning and assessment resources– Capability to deliver – teachers with appropriate

experience and qualifications across CE’s footprint

Country EnergyOther ways of measuring our success

• Targeted Awards– NSW Training Awards – Finalist 2007– Premiers Public Sector Award– Project Mgmt Achievement Awards – Organisation/Change Mgmt – TAFE NSW Quality Awards

• Targeted Funding – $500k (Organisation and individual)

• SSP – TAA, OHS & Frontline Management Diploma SCU’s• COAG • WELL Funding – Literacy, Numeracy and Computer Literacy• New Entrant and Existing Worker Traineeships –

– Information Services– Telecommunications– Customer Contact– Financial Services

• Identifying potential customers and their needs

• Negotiating and advancing dialogue and mutual trust

• Coordinating the cooperation between the customers and the organisation

• Encouraging the inter-organisational learning process • Contributing to constructive resolution of existing conflicts

• Leading the customer relationship development process and act as both relationship builders and as relationship promoters for your section.

Your role as customer relationship builders and promoters

Workshop local examples using templates

Questions