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CRM Systems by Derek Hendrikz investigates customer relationship management systems in terms of defining effective delivery processes, customer service value chains, operational and control systems, dynamic customer care levers, front & back office as well as business relationships... www.derekhendrikz.com
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Copyright © 2011: Derek Hendrikz Consulting
CRM Systems
derek
hendrikzwww.derekhendrikz.com
Designing Effective Service Delivery Systems
& Processes
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Designing Systems & Processes:
Step 1: Determine what adds value to
what
Step 2: Translate dependencies into
interactive
processes
Step 3: Now map dependent processes
in the form
of a value chain
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Sample of a CRM Value Chain:
Customer Portfolio Analysis
Customer Intimacy
Network Development
Values Proposition Development
Manage the
Relationship
Customer Profitability
PrimaryStages
SupportActivitiesAnd costs
Product R&D, Technology, systems Development
Human Resources Management
General Administration
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About Systems & Processes:
Systems & Processes provide the
mechanisms for communication, decision-
making and control that allow the
organisation to operate and develop.
These systems are the primary means
through which organisations solve the
basic problems of achieving both
coordination and cooperation. www.derekhendrikz.com
Two Types of Systems:
Operational Systems designed for efficient use and
deployment of resources and capabilities
Control Systems mechanisms that monitor the
achievement of strategic goals
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Operational Systems:
a collection of tasks and activities that together
transform inputs into outputs
Inputs and outputs include materials,
information and people
One of the greatest difficulties in the
development of operational systems is to
effectively internalise Tacit knowledge into the
permanent processes of the organisationwww.derekhendrikz.com
Three Types of Control Systems:
Financial Control Systems;
Dynamic Control Systems; and
Control Systems as Simple Rules.
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Dynamic Control Levers:
Belief Systems Boundary Systems
Interactive Control Systems
Diagnostic Control Systems
Business Strategy
Core Values Risks to Avoid
Strategic Uncertainties Critical Performance Variables
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Seven Systems CategoriesType: Purpose: Example:
Strategic Systems Staying relevant
Organizational Performance
Strategy Translation & Performance Scorecards;
Environmental Analysis; Project Management; Risk
Management; Policy Management Systems…
Communication Systems To inform
To interact and grow
Visual Communication; E-mail; Social Networks;
Decision Trees; Meeting Management; Decision-
Making…
Knowledge Management Systems To manage tacit knowledge
To manage implicit knowledge
Mentorship & Coaching Systems; Database
Management; E-libraries; Procedural
Development…
Employee Management
Systems
Appoint employees
Manage and retain employees
Recruitment & Selection; General HR; Payroll;
Discipline…
Operational Systems Empower operations
Facilitate production or service delivery
ERP; Budgeting; SCM; Finance…
Organizational Dynamics
Systems
Understand and manage organizational
culture
Understand and manage employee attitude
Culture & Climate Audits; Team Dynamics Audits;
Paradigm Analysis…
Customer Management Systems Manage customer retention
Manage customer acquisition
CRM; General Marketing & Advertising Systems,
External Communication…
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Two CRM Dimensions
Operational CRM(Process Automation)
Customer Intelligence(Analytical CRM)
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Operational CRM
This entails the atomisation of processes in order to increase the efficiency and professionalism of marketing and frontline services
staff.
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Energy Spent on CRM
Operational CRM: 75% Customer Intelligence: 25%
Front Office Operations; Back Office Operations; Business Relationships.
25%25%25%
Analysis 25%
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CRM Divisions
• Database;• Target behavior;• Success of CRM
Strategies; and• Data Mining.
• Interaction with companies and partners.
• Marketing;• Crisis Management;• Advertising.
• This is all direct interaction with customers and includes Call Centre Management; Web / Online Services; and Customer / Client interaction.
Front Office Operations
Back Office Operations
AnalysisBusiness Relationships
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Front Office Operations
Customer Stimulus (Need or Problem)
Responce Solution 1
Satisfied
Not Satisfied
Responce Solution 2
Satisfied
Not Satisfied Etc...
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Back Office OperationsAdvertise
Crisis Solutions
Marketing
Ambassedors & Advocates
Customer Attraction
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Business Relationship Development
(1) Prospect•What will we both
get?•How much
investment?•What adaptations?•What learning?•Trust?
(2) Exploratory• Investment for time for
learning & distance reduction
•No routines or commitment.
(3) Development• Intensive mutual learning.•Building trust through
investment & informal adaptation.
(4) Commitment•Routine &
Institutionalisation.
(5) Ultimate Patnership•Advocates for our cause.•Minimum maintenance.
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Outbound Sales Process Flow
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Inbound Sales Process Flow
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