The Model of Communication between Facility Manager Presentation For Dissertation and End Users for getting real satisfaction 6th June 2001 Hitoshi Kumagai European Master Facility Management 1 Today option Choose one from three: each focuses on A) CRM (Customer Relationship Management) B) Communication Model and Evaluation (The result of the Experiment) C) Communication Support Information System 2 CRM COM SYS Contents (CRM) Introduction – Objectives of the Research – Quality of Facility Management – Communication Model – Hypotheses CRM – Why is the Relationship important? – How are the customers satisfied? – CRM in Facility Management Communication Model and Evaluation – Types of Communication – Relation between satisfaction and communication Communication Support Information System – The policy Conclusion 3 CRM Contents (Communication Model) Introduction – – – – 4 Objectives of the Research Quality of Facility Management Communication Model Hypotheses CRM – CRM in Facility Management Communication Model and Evaluation – Experiment: The setting – Types of Communication – Experiment: Difference among the sites – Experiment: Correlation among the questions – Experiment: Customize – Relation between satisfaction and communication Communication Support Information System – The policy Conclusion COM Contents (Support System) 5 Introduction – Objectives of the Research – Quality of Facility Management – Communication Model – Hypotheses CRM – CRM in Facility Management Communication Model and Evaluation – Types of Communication – Relation between satisfaction and communication Communication Support Information System – What should the system support – Increasing perception process – Meeting with requirement process – Involving user-to-user communication process – The policy Conclusion SYS Introduction 6 CRM COM SYS Objectives of the Research What types of communication exist between Facility Manager and End users How each type of communication increases satisfaction of End Users. The policy for the Communication Support Information System 7 CRM COM SYS Quality of Facility Management Barrett, 1995, p45 “There is never any objective measurement of a professional services.” Friday & Cotts, 1995, p3 Only the customer will define whether you are performing the right services • How close to their expectations about service and their perception of the way Facility Manager perform • Satisfy customers If the perception matches the expectation 8 [from Friday & Cotts, 1995, p12 & p13] CRM COM SYS Communication Model One-way S-to-C Interactive S-to-C Interactive C-to-C 9 S: Service provider C: Customer [from Kokuryo, online Internet 29 Nov 2000] CRM COM SYS Hypotheses One-way S-to-C Increases End Users’ perception of services level Accelerates interactive communication Interactive S-to-C Increases End Users’ satisfaction. Interactive C-to-C reveals the potential expectation of end users. 10 CRM COM SYS CRM Customer Relationship Management 11 CRM COM SYS Why is the Relationship important? Profit from price premium Company profit Profit from referrals Profit from reduced operating cost Profit from increased purchases and higher balance Base Profit 0 1 2 3 4 5 6 7 Year Customer Acquisition cost 12 [from Reichheld & Sasser, 1991, p4] CRM How are the customers satisfied Hello It’s a nice day the Courteous Communication Are you aware of our Frequent Buyers’ Program? the Manipulative Communication model What would be best for you, the sugared or the sugar-free lemonade? you’re trying to lose weight? the Personalized Communication Model 13 [from HMCL1, 2000, p3] CRM CUSTOMER VALUATIONS Uniform Highly differentiated CRM in Facility Management Ⅲ Ⅳ Airlines Packaged goods mfrs. Facility Management Ⅰ Ⅱ Gas station Uniform 14 Pharmacies Computer systems Bookstores CUSTOMER NEED [adapted from Pepper & Rogers quoted by IBM NUMA-Q, 1999, p4] Highly differentiated CRM COM SYS Communication Model and Evaluation 15 CRM COM SYS -Experiment- The Setting Set A Set B Set C Interviews Team A Team B Team C An FM outsourcing firm Questionnaire End users Site 1 End users Site 3 End users Site 2 A Company Occupants 16 Respondents 1200 280 1000 30 9 35 COM Types of Communication One way S-to-C Interactive S-to-C Services catalogue Campaign Notice (routine) Notice (occasional) FAQ Arrangement Answer to question Requirement Answer to complain Interactive C-to-C Exchange Rumour 17 CRM COM SYS -Experiment- The Result: Difference among sites Site 1 Site 2 Site 3 Overall Satisfaction Higher lower Middle Perception Higher lower Higher Expectation How many have contacted Satisfaction for solution Difficult to say different More Often fewer Middle Higher lower Middle 18 COM -Experiment- The Result: Correlation among questions Perception Overall Satisfaction Satisfaction for Solution Quality Comparing Expectation (Negative) C-to-C Communication 19 COM -Experiment- The Result: Customize Customize = Combination of services e.g. Wants to make conference Document Conference room 20 Catering Equipment COM -ExperimentRelation: Satisfaction and Communication Interactive C-to-C Dissatisfactio n Rumour Satisfaction Quality Perception Of service Web-site Catalogue One-way S-to-C Satisfactio n for solution Meet to Requirement Interactive S-to-C 21 CRM COM SYS Communication Support Information System 22 CRM COM SYS What should the system support ? Increasing perception process Meeting with requirement process Involving user-to-user communication process 23 SYS Increasing perception process Define Value Proposition Focus on Behavioural Segmentation Effortless Navigation Complementary to Offline Channels 24 SYS Meeting with requirement process Service rep Customer Browser Access from the Internet Telephone Access Email Access markete r Mobile Access Browser Access from intranet Unify all ways of Communication MySAP.com Workplace CTI Server Index server IT S MySAP.co m MySAP.co Workplac m Communication Sever IPC Clarify Scenarios Web Projecto r CRM Server 25 CRM Database e Workplac server e server Interface Knowledge database Scenario provider The other Enterprise component COM SYS Involving user-to-user communication process Offer a Stage for Conversation to Customers Encourage and Empower Staff to Join Join as a person A Name, a Point of view, Humour, Passion 26 SYS The policy for the system End users should be centric to make Scenarios of their Behaviour Ways of communication should be unified into a consolidated information. includes the stage of interactive C-to-C. Clarify the scenarios of the staff: develop to information system, and human resource development. 27 CRM COM SYS Conclusion The way of Communication – One-way S-to-C: for Perception – Interactive S-to-C: for Requirement – Interactive C-to-C: for Rumour The Satisfaction and Communication – Increase perception – Solve requirement – Otherwise negative Interactive C-to-C The System – User Centric – Unified communication ways – Developed scenarios of staff Recommendation for the future study 28 – How to adopt the CRM concept into TQM process. CRM COM SYS The End of Presentation Thank you for listening It’s the time to discuss 29 30 Thank you very much See you at Innsbruck 31