CRM Systems by Derek Hendrikz

Copyright © 2011: Derek Hendrikz Consulting
derek
hendrikz
www.derekhendrikz.com

 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

Sample of a CRM Value Chain:
Customer
Portfolio
Analysis
Customer
Intimacy
Network
Development
Values
Proposition
Development
Manage the
Relationship
Customer
ProfitabilityPrimary
Stages
Support
Activities
And costs
Product R&D, Technology, systems Development
Human Resources Management
General Administration

 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.

 Operational Systems
 designed for efficient use and deployment of
resources and capabilities
 Control Systems
 mechanisms that monitor the achievement of
strategic goals

 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 internaliseTacit
knowledge into the permanent processes of the
organisation

 FinancialControl Systems;
 DynamicControl Systems; and
 Control Systems as Simple Rules.

Belief Systems Boundary Systems
Interactive Control
Systems
Diagnostic Control
Systems
Business Strategy
Core Values Risks to Avoid
Strategic Uncertainties Critical Performance Variables

Type: 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…

Operational CRM: 75% Customer Intelligence: 25%
Front Office Operations;
Back Office Operations;
Business Relationships.
25%
25%
25%
Analysis 25%

• 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.

Customer
Stimulus
(Need or
Problem)
Responce
Solution 1
Satisfied
Not
Satisfied
Responce
Solution 2
Satisfied
Not
Satisfied
Etc...

Advertise
Crisis
Solutions
Marketing
Ambassedors
& Advocates
Customer
Attraction

(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.

Derek Hendrikz

CRM Systems by Derek Hendrikz

Recomendados

Recomendados

Mais conteúdo relacionado

Mais de Derek Hendrikz

Mais de Derek Hendrikz (13)

Último

Último (20)

CRM Systems by Derek Hendrikz