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
advanced BASIC
Diet ice cream
Virtual reality
Silent scream
Synthetic natural gas
Jumbo shrimp
A little pregnantCRM ?
Peace force
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
OwnersMT Staff
Tenants
Owners
MT StaffTenants
Supply Demand
Data quality
Reliability
Incomplete
Many sources
Issues
Difficult to report
No sharing
Old tools
Issues
InformationToday
OwnersMT Staff
Owners
MT Staff
Tenants
Supply Demand
Quality
Technology
Integration
Easy to find
Any tool
InformationFuture
MLCLINZDIA MLC
Easy to share
Easy to create
Tactics
Infrastructure(Prop)
Users(Hooker)
Information Systems
(Prop)
Hosting requirementsWAN services
Network architectureSystems architecture
AD, Email and InternetCollaboration framework
Help DeskNew PC
Windows 7Office 2010
Tui(Core System)
Tangaroa: (Document Mgt)
Information StrategyGIS (support)
Scanning
MS CRM(Property
and Owner)
MS Navision
($)MS
SharePoint
MS SharePointDocuments
OwnersTui
Tangaroa
Tui
Aug (2010)……Jan… ………. .April……May… Aug….Sept……Dec………………. Sept 2012
Phase 3: SMT in
formatio
n paper
Phase 2: Market s
can – RFI (Karearea)
Phase 1: Require
ments, gap analysis (A
lbatross)
Phase 4: Selectio
n of partn
er – RFP (Pukeko)
Phase 5: PoC (Kea)
Phase 6: Development (T
ui)
Strategy Canvas
Tui BenefitsBenefit 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
Do new things Do things better Stop doing things
Financial 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
Ability to extract ad hoc, monthly and annual accounts reports much more quickly. Saving of 150 hours per year $3,750
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.
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.
Measurable Administrators are able to develop complex parameter based reports and save them for global use for use within the system interface.
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
Benefit 3: Reduce time spent on extracting and manipulating data to produce reports
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
Gro
w A
ssets
Right Relationships
+Right skills
+
Right Information
& Knowledge
=
Right action
But wait – not just any old information will doWhat are
desirable
qualities of
information?
Relevancy
Potency
Coherency
LandSocial
Cultural
Finance?
Relevancy
PotencyCoherenc
y
=
Mass * Velocity
Relevancy
PotencyCoherenc
y
Why CRM is an Oxymoron
Assumption 1
Increase Customer Information Mass and Velocity
Improved Customer Relationships
Overlook essential information attributes (Relevancy, Potency, Coherency).
Conclusion
Why CRM is an Oxymoron:
Assumption 2: CRM will help us manage relationships
Difficulty:
A. Understanding knowledge formB.Understanding knowledge flowC.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 (note CRM 2011 informal connections)
C: Constraints of orientation:
Managing
•Structured•Controlled•Ordered•Predictable
Response Processes
•Tacit•Fluid•Dynamic•Unpredictable•Adaptive
Driven by
•Strategy•Plan•KPI•Accuracy
Driven by
•Sense making•Intuition•Plausibility•Emergence•Participation
Customer Relationship Management Relationship Participation
Why CRM is an Oxymoron:
Assumption 2: CRM will help us manage relationships
It is NOT possible to management relationships
Conclusion
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
Developer
Hmm…this is complex
Project Manager
Simple
Manager/Client
Project Manager
ClientDeveloper
BenefitsTechnical
TimeCost
Scope
Motive Bermuda Triangle
Simple Complicated
Complex
Complicated Complex
Complicated equals:
not simple but ultimately knowable.
Complicated equals:
not simple but ultimately knowable.
Complex equals:
not simple but never fully knowable.
Complex equals:
not simple but never fully knowable.
Cynefin Framework
Dave Snowden http://en.wikipedia.org/wiki/Cynefin
SimpleComplex
Complicated
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
Conclusion
• 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
Final Conclusion