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Notes on FM CRM

i2b. b2b. b2c. Notes on FM CRM. Adil Abdalla March 2011. Customer Relation Management CRM is a strategic framework used to learn more about customers' needs and behaviors in order to develop stronger & sustainable business relationships with them.

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Notes on FM CRM

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  1. i2b b2b b2c Notes on FM CRM AdilAbdalla March 2011

  2. Customer Relation Management CRM is a strategic framework used to learn more about customers' needs and behaviors in order to develop stronger & sustainable business relationships with them. FM-CRM is the interface between Investments & Service Corporate, Between Client & Service Provider; and Between End-user & Services Packages

  3. CRM Context Facilities Management Strategy Facilities Management Framework Facilities Management Procurement Facilities Management Operations FM CRM Service Optimization Benchmarking & Standardization Prequalification FM Operations Corporate Quality Manual Strategy & Branding Award & Mobilization Operations Quality Manual Tendering FM Quality Manual It is Strategic, Operational, and Timely..!!

  4. I- CRM in FM Investment (i2b)

  5. FM Corporate Future Europe $ 22 Billions by 2011 GCC $ 900 Billions by 2030 Development of Service Portfolio +15% 21st Century Operating Margin Single Bundle Service Providers I-FM Companies Immature Market Mature Market +/- 0% Time Life Cycle of 20 FM Resources Construction Value @ 1 FM value @ 5 People Soft Consumables Management Equipment Liquidity 50% 30% 20% 1:5:20 Role 5-3-2 Role

  6. UAE FM Market Norms

  7. Typical CRM Challenges Industry Experience Professional Leadership Quality Implementations Processes Alignment Management Competences Outsourcing Strategies Professionalism Contract Management Hands-on-the-Trade Technology Applications Corporate Integrity Privacy & Data Security Process Mapping Document Control

  8. New FM Business Customer Alignment Frozen Baselines Branding Focus Legal Financial Operational Develop Flexible SLA “Pay As Served” Standardization of Cost Optimization Emphasis on Operations’ CSFs Operations Excellence Strategic Orientation Sustainability Empowerment of Corporate Culture Improve KPIs’ Incorporations in SLAs Target the Diagonal Growth Service Optimization Corporate Excellence Customer Loyalty Develop Integration of Service Contracts Innovative CSR Programs Advocacy for Active Customers

  9. Initial Budget Plan

  10. II- CRM in FM Engagement (b2b)

  11. New Experimental Roles Packages Health & Safety A FMO Facilities Management Office Fire Safety Investor Field Managers Security Maintenance Systems Periodic Statuary Testing & Inspection B FMOs Facility Management Officers Operational Service Developer Operations Managers Commercial Property Management Business Continuity Planning

  12. E-Marketing Step 1: Define a Keyword Strategy Step 2: Optimize Your Website Step 3: How to Convert an e-Visitor to Lead Step 4: Blogging & Content Creation Step 5: Promoting Content in Social Media Step 6: Lead Nurturing Step 7: Analysis & Refine

  13. FM-CRM Framework Mind Mapping STRATEGY Service Packaging & Pricing Marketing Business Processing Engineering BPE QUALITy Operations & Reporting Structure Success Enterprising Resourcing Planning ERP Efficiency Building up a CRM Methodology..!!

  14. The FM Customers A B Landlord Management Manager of Association R E Investor (Single Owner) R E Developer (Multiple Owners) FM End Users End Users CM Facilities Management Service CRM: A Practical KYC..!!

  15. Deliverables CM Community Manager FM Facilities Manager Association Manager Owner Representative Service Packages Legal/Financial Property Manager Community Advocate

  16. FM Service Packages Soft Packages Engineering Packages HSSE Packages Tier One Tier Three Landscape & Gardens BMS Management Health Management Housekeeping Service Engineering Management Safety Management Façade Cleaning Plant Management Environmental Management Tier Two Reception & Front Office ICT Management Security Management Specialized Cleaning AV Systems Service Pest Control Service Look & Feel Look Feel

  17. FM Client Interfacing Landlord CR Mgt Operations Planning Clients Quality Manual Satisfaction FM Provider KPI Call Center Operations CAX

  18. III- CRM in FM Operations (b2c)

  19. Typical Account Team Account Director (Office 1,000,000 ft2+) Officer Client Relations Mgr Reception Call Center Receptionists Mgr Soft Service Mgr Engineering Team Leader Housekeeping Supervisor Engineering Operatives Housekeeping Team Leader Engineering Team Leader Others Supervisor BMS Technician Engineering Operatives CLN + LSC + FCD Team LeaderBMS Mgr HSSE Mgr Security Ops Technician BMS Mgr Fit-out Team Leader Security Ops Supervisor Car Parking Guards Security Ops Document Controller Operative Car Parking

  20. Main CRM Myths Managing Customers Only Manage Data not People..!! Technology Adaptation Not Necessary for all Staff..!! Automated Solutions Indispensible Human Touch..!! Can Be Bought Evolution of Corporate Cultural..!! Customer 360 Try the Social CRM..!! Avoiding Confused Professionals..!!

  21. CRM Venues Remote CRM Close CRM Service Surveys Front Desks E-Marketing One Stop Shop Contact Centers Field Executives Help Desks Service Team-Leaders CRM: Make-it or Break-it..!!

  22. FM-CRM Sequences Booking for the Service Contact E-Mail SLA Attend Phone Verbal Confirm Delivering the Service Deliver Post Service Care

  23. Hi-Tech Backbone Client Complaint Provide ID to Complaint To Server From Server The Server From Server To Server From Supervisor To Supervisor From Team Leader Report Action Taken Instruct Action to Take Confirm Action is Taken

  24. CRM Measures Service Delivery KPIs Operations Level CSFs Management Level Q-Audit Corporate Level FMO Strategy & Planning A Corporate Sustainability..!!

  25. Thank You..!

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