The users know what they want

The users can tell us what they

want.

The RFP has all the

requirements for the new

system.

Is CRM an oxymoron?Oxymoron: A figure of speech in which apparently contradictory terms appear in conjunction

advanced BASIC

Diet ice cream

Virtual reality

Silent scream

Synthetic natural gas

Jumbo shrimp

A little pregnantCRM ?

Peace force

Agenda

CRM @ Māori Trustee

Why CRM is an Oxymoron

•CRM Assumption 1

•CRM Assumption 2

•CRM Assumption 3

Connect to our People Grow Assets Capitalise Assets

IT Strategy Canvas

OwnersMT Staff

Tenants

Owners

MT StaffTenants

Supply Demand

Data quality

Reliability

Incomplete

Many sources

Issues

Difficult to report

No sharing

Old tools

Issues

InformationToday

OwnersMT Staff

Owners

MT Staff

Tenants

Supply Demand

Quality

Technology

Integration

Easy to find

Any tool

InformationFuture

MLCLINZDIA MLC

Easy to share

Easy to create

Tactics

Infrastructure(Prop)

Users(Hooker)

Information Systems

(Prop)

Hosting requirementsWAN services

Network architectureSystems architecture

AD, Email and InternetCollaboration framework

Help DeskNew PC

Windows 7Office 2010

Tui(Core System)

Tangaroa: (Document Mgt)

Information StrategyGIS (support)

Scanning

MS CRM(Property

and Owner)

MS Navision

($)MS

SharePoint

MS SharePointDocuments

OwnersTui

Tangaroa

Tui

Aug (2010)……Jan… ………. .April……May… Aug….Sept……Dec………………. Sept 2012

Phase 3: SMT in

formatio

n paper

Phase 2: Market s

can – RFI (Karearea)

Phase 1: Require

ments, gap analysis (A

lbatross)

Phase 4: Selectio

n of partn

er – RFP (Pukeko)

Phase 5: PoC (Kea)

Phase 6: Development (T

ui)

Strategy Canvas

Tui BenefitsBenefit 1: Increase accessibility of information about properties and owners for internal and external users

Benefit 2: …….

Benefit 3: Reduce time spent on extracting and manipulating data to produce reports

….to benefit 10

Do new things Do things better Stop doing things

Financial Saving of 50 hours per month (across all sites) as staff are able to easily access and report on data they need and then reuse the same reports/searches. $15,000

Ability to extract ad hoc, monthly and annual accounts reports much more quickly. Saving of 150 hours per year $3,750

Generating KPI’s manually reduce time by 25 hours per month saving $7,500 / year

Less reliance on technical/contractors to develop reports saving $10,000 / year.

Quantifiable 100% of important KPI’s are provided through a dashboard on the Maori Trustee intranet or similar eliminating monthly KPI reporting. KPI reporting in real time where possible.

Measurable Administrators are able to develop complex parameter based reports and save them for global use for use within the system interface.

Observable Users can create basic reports.Users can create and save searches (survey to determine time).Improved accuracy of information through business intelligence reports that lead to improved business insights and decision making

Benefit 3: Reduce time spent on extracting and manipulating data to produce reports

CRM is critical in helping Maori Trustee deliver to is strategic themes.

Connect to our People Grow Assets Capitalise Assets

Why CRM is an Oxymoron?

Assumption 1: In CRM, if we store more about our customers and we deliver it quickly we will improve

customer relationships

Implies: Mass * Velocity = Improved Customer Relationships

Gro

w A

ssets

Right Relationships

+Right skills

+

Right Information

& Knowledge

=

Right action

But wait – not just any old information will doWhat are

desirable

qualities of

information?

Relevancy

Potency

Coherency

LandSocial

Cultural

Finance?

Relevancy

PotencyCoherenc

y

=

Mass * Velocity

Relevancy

PotencyCoherenc

y

Why CRM is an Oxymoron

Assumption 1

Increase Customer Information Mass and Velocity

Improved Customer Relationships

Overlook essential information attributes (Relevancy, Potency, Coherency).

Conclusion

Why CRM is an Oxymoron:

Assumption 2: CRM will help us manage relationships

Difficulty:

A. Understanding knowledge formB.Understanding knowledge flowC.Of design

Leads to:

D. Constraints of orientation

A: Difficulty understanding knowledge form

B: Difficulty understanding information flows

Ross, Parker (2004) The hidden power of social networks

D: Difficulty of design: Relational nature of CRM (note CRM 2011 informal connections)

C: Constraints of orientation:

Managing

•Structured•Controlled•Ordered•Predictable

Response Processes

•Tacit•Fluid•Dynamic•Unpredictable•Adaptive

Driven by

•Strategy•Plan•KPI•Accuracy

Driven by

•Sense making•Intuition•Plausibility•Emergence•Participation

Customer Relationship Management Relationship Participation

Why CRM is an Oxymoron:

Assumption 2: CRM will help us manage relationships

It is NOT possible to management relationships

Conclusion

It is possible (essential) to participate in them

Why CRM is an Oxymoron:

Assumption 3: The CRM platform simplifies system design and development

The customers know what they

want.

The customers can tell us what

they know.

The customers know why they know

what they know.

Hmm…this is complicated

Developer

Hmm…this is complex

Project Manager

Simple

Manager/Client

Project Manager

ClientDeveloper

BenefitsTechnical

TimeCost

Scope

Motive Bermuda Triangle

Simple Complicated

Complex

Complicated Complex

Complicated equals:

not simple but ultimately knowable.

Complicated equals:

not simple but ultimately knowable.

Complex equals:

not simple but never fully knowable.

Complex equals:

not simple but never fully knowable.

Cynefin Framework

Dave Snowden http://en.wikipedia.org/wiki/Cynefin

SimpleComplex

Complicated

Why CRM is an Oxymoron:

Assumption 3: The CRM platform simplifies system design and development

Because we confuse complexity and complicated incorrect methods are used

Conclusion

• Einstein: “Everything should be made as simple as possible, but not simpler”

Is CRM an Oxymoron?

•Don’t create information noise, create value (relevance, potency, coherency)

•You cannot manage relationship you can only participate in them

•Knowledge of system state (simple, complex, complicated) helps clarify methodology

Final Conclusion