crm systems by derek hendrikz

Copyright © 2011: Derek Hendrikz Consulting

CRM Systems

derek

hendrikzwww.derekhendrikz.com

http://www.derekhendrikz.com/


Designing Effective Service Delivery Systems

& Processes

www.derekhendrikz.com


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



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



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



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.



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



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…



Two CRM Dimensions

Operational CRM(Process Automation)

Customer Intelligence(Analytical CRM)



Operational CRM

This entails the atomisation of processes in order to increase the efficiency and professionalism of marketing and frontline services

staff.



Energy Spent on CRM

Operational CRM: 75% Customer Intelligence: 25%

Front Office Operations; Back Office Operations; Business Relationships.

25%25%25%

Analysis 25%



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



Front Office Operations

Customer Stimulus (Need or Problem)

Responce Solution 1

Satisfied

Not Satisfied

Responce Solution 2

Satisfied

Not Satisfied Etc...



Back Office OperationsAdvertise

Crisis Solutions

Marketing

Ambassedors & Advocates

Customer Attraction



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.



CRM Process Flow




Outbound Sales Process Flow




Inbound Sales Process Flow




Derek Hendrikz

