The Model of Communication between Facility Manager and End Users for getting real satisfaction

1. The Model of Communicationbetween Facility Manager and End Users for getting real satisfaction Presentation For Dissertation 6th June 2001 Hitoshi Kumagai European Master Facility Management

2. Today option • Choose one from three: each focuses on • CRM (Customer Relationship Management) • Communication Model and Evaluation(The result of the Experiment) • Communication Support Information System CRM COM SYS

3. 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 CRM

4. Contents (Communication Model) • Introduction • 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

5. Contents (Support System) • 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

6. Introduction CRM COM SYS

7. 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 CRM COM SYS

8. 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 customersIf the perception matches the expectation [from Friday & Cotts, 1995, p12 & p13] CRM COM SYS

9. Communication Model One-way S-to-C Interactive S-to-C Interactive C-to-C S: Service provider C: Customer [from Kokuryo, online Internet 29 Nov 2000] CRM COM SYS

10. Hypotheses Increases End Users’ perception of services level Accelerates interactive communication One-way S-to-C Interactive S-to-C Increases End Users’ satisfaction. Interactive C-to-C reveals the potential expectation of end users. CRM COM SYS

11. CRMCustomer Relationship Management CRM COM SYS

12. Profit from price premium Profit from referrals Profit from reduced operating cost Profit from increased purchases and higher balance Base Profit Why is the Relationship important? Company profit 0 1 2 3 4 5 6 7 Year Customer Acquisitioncost [from Reichheld & Sasser, 1991, p4] CRM

13. 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 [from HMCL1, 2000, p3] CRM

14. Highly differentiated Ⅲ Ⅳ Airlines Packaged goods mfrs. Pharmacies Computer systems Ⅰ Ⅱ Gas station Bookstores Uniform Uniform Highly differentiated CRM in Facility Management Facility Management CUSTOMER VALUATIONS CUSTOMER NEED [adapted from Pepper & Rogers quoted by IBM NUMA-Q, 1999, p4] CRM COM SYS

15. Communication Model and Evaluation CRM COM SYS

16. Set A Set B Set C Team A Team B Team C An FM outsourcing firm A Company End users End users End users Site 1 Site 2 Site 3 -Experiment-The Setting Interviews Questionnaire COM

17. 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 CRM COM SYS

18. Overall Satisfaction Perception Expectation How many have contacted Satisfaction for solution -Experiment-The Result: Difference among sites Site 1 Site 2 Site 3 Higher Middle lower Higher Higher lower Difficult to say different More Often Middle fewer Higher Middle lower COM

19. -Experiment-The Result: Correlation among questions Perception SatisfactionforSolution QualityComparing Expectation Overall Satisfaction (Negative) C-to-CCommunication COM

20. Document Conference room Catering Equipment -Experiment-The Result: Customize Customize = Combination of services e.g. Wants to make conference COM

21. Web-site Catalogue -Experiment-Relation: Satisfaction and Communication Dissatisfaction Interactive C-to-C Rumour Satisfaction Quality Perception Of service Satisfaction for solution Meet to Requirement One-way S-to-C Interactive S-to-C CRM COM SYS

22. Communication Support Information System CRM COM SYS

23. What should the system support ? Increasing perception process Meeting with requirement process Involving user-to-user communication process SYS

24. Increasing perception process DefineValue Proposition Focus on Behavioural Segmentation EffortlessNavigation Complementary to Offline Channels SYS

25. Customer Service rep marketer Browser Access from the Internet Telephone Access Email Access Mobile Access Browser Access from intranet MySAP.com Workplace CTI Server MySAP.com Workplace server Communication Sever Index server ITS IPC Interface Knowledge database Web Projector Scenario provider CRM Database The other Enterprise component CRM Server Meeting with requirement process Unify all ways of Communication MySAP.com Workplace server ITS Clarify Scenarios COM SYS

26. Involving user-to-user communication process Offer a Stage for Conversationto Customers Encourage and Empower Staff to Join Join as a person A Name, a Point of view, Humour, Passion SYS

27. 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. CRM COM SYS

28. 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 • How to adopt the CRM concept into TQM process. CRM COM SYS

29. The End of PresentationThank you for listening It’s the time to discuss

31. See you at Innsbruck Thank you very much