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
Synthetic natural gas
advanced BASIC
Peace force
Diet ice cream
CRM ?
Silent scream
Virtual reality
A little pregnant
Jumbo shrimp
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
Information
Today
Issues
Issues
Data quality
Owners
Reliability
Incomplete
Owners
MT Staff
Many sources
Difficult to report
MT Staff
No sharing
Tenants
Old tools
Tenants
Supply
Demand
Information
Future
Quality
Owners
Owners
Easy to create
MT Staff
Technology
Integration
Tenants
MLC
LINZ
DIA
Supply
Easy to find
MT Staff
Easy to share
Tenants
MLC
Demand
Any tool
Tactics
Infrastructure
(Prop)
Hosting requirements
WAN services
Network architecture
Systems architecture
AD, Email and Internet
Collaboration framework
Users
(Hooker)
Help Desk
New PC
Windows 7
Office 2010
Information
Systems
(Prop)
Tui
(Core System)
Tangaroa:
(Document Mgt)
Information Strategy
GIS (support)
Scanning
Owners
Tui
MS CRM
(Property
and Owner)
MS
SharePoint
Documents
Tangaroa
MS
Navision
($)
MS
SharePoint
Tui
Aug (2010)……Jan… ………. .April……May… Aug….Sept……Dec………………. Sept 2012
Strategy Canvas
Tui Benefits
Benefit 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
Benefit 3: Reduce time spent on extracting and manipulating data to produce reports
Do new things
Do things better
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
Financial
Ability to extract ad hoc, monthly and annual
accounts reports much more quickly. Saving
of 150 hours per year $3,750
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.
Administrators are able to develop complex
parameter based reports and save them for
global use for use within the system
interface.
Measurable
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
Stop doing things
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.
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
?
Social
Cultural
Relevancy
Potency
Coherency
Relevancy
Potency
Coherency
Mass * Velocity
Relevancy
Potency
Coherency
=
Why CRM is an Oxymoron
Assumption 1
Increase Customer Information Mass and Velocity
Improved Customer Relationships
Overlook essential information attributes (Relevancy,
Potency, Coherency).
Why CRM is an Oxymoron:
Assumption 2: CRM will help us manage relationships
Difficulty:
A. Understanding knowledge form
B. Understanding knowledge flow
C. 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
2011 informal connections)
(note CRM
C: Constraints of orientation:
Customer Relationship Management
Relationship Participation
Managing
Response Processes
•
•
•
•
•
•
•
•
•
Structured
Controlled
Ordered
Predictable
Tacit
Fluid
Dynamic
Unpredictable
Adaptive
Driven by
Driven by
•
•
•
•
•
•
•
•
•
Strategy
Plan
KPI
Accuracy
Sense making
Intuition
Plausibility
Emergence
Participation
Why CRM is an Oxymoron:
Assumption 2: CRM will help us manage relationships
It is NOT possible to management relationships
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
Hmm…this is
complex
Simple
Motive Bermuda Triangle
Complex
Project Manager
Time
Cost
Scope
Client
Simple
Developer
Complicated
Complicated
Complex
Complicated equals:
not simple but ultimately
knowable.
Complex equals:
not simple but never
fully knowable.
Cynefin Framework
Dave Snowden http://en.wikipedia.org/wiki/Cynefin
Require
ments
Analysis
Design
Develop
Simple
Complex
Complicated
Test
Launch
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
• 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