3rd Nordic Marketing
Conference, Workshop Report
• Workshop 10
• Development of
Customer Oriented,
Effective and
Process Oriented
New Organisation
Structures
Participants of the workshop
• Anders Rickardsson
SCB
• Martin Lagerström
SCB
• Maja Mortensen DSt
• Erik Sommer DSt
•
•
•
•
Lars Berglöf SCB
Christina Thörne SCB
Petteri Baer SF
Jaakko Ranta SF
Main Topics Discussed
• How to meet very diversified customer
demands?
• How to create a customer friendly
organisation structure?
• The need of one customer entrance
• Key account management
• Developing of segmented service concepts
reflecting the various customer needs
Other Topics Discussed
• Analyse the market (environment)
• Make a strategy (mission) for the longer term
• Make a clear Business plan (of several years and
annually) which is accepted and understood by all
levels in the organisation
• The problem is to go from words on paper to
action in practice
• Customer <…………> Seller <…> Producer
• Building customer relationships
Main Conclusions and
Recommendations (1)
• General theme: The change from product orientation
to service orientation should also include an
appropriate organisational set up
• The balance between a decentralised or centralised
approach. It could either be a model with a
centralised unit or a more project oriented
decentralised organisation, but it is necessarily to
find the balance point
• A most important thing is that you designate a
process owner in a process oriented organisation
structure
Main Conclusions and
Recommendations (2)
• Start an active dialogue in your own organisation
about attitudes to the business culture
• Remember to include the promotional costs in the
price calculation. An investment cost!
• CRM is music to our ears and such a system is a
necessary tool in an efficient organisation
• There is a need to develop a better incentive
system even though we speak about a civil
services. It helps to appreciate well done work
• Listen to your customers and be ready to act