Transcript The Model of Communication between Facility Manager and

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
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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
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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
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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)
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 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
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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
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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
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[from Friday & Cotts, 1995, p12 & p13]
CRM
COM
SYS
Communication Model
One-way S-to-C
Interactive S-to-C
Interactive C-to-C
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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.
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CRM
COM
SYS
CRM
Customer Relationship Management
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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
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[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
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[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
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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
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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
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Respondents
1200
280
1000
30
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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
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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
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COM
-Experiment-
The Result: Correlation among questions
Perception
Overall
Satisfaction
Satisfaction
for
Solution
Quality
Comparing
Expectation
(Negative)
C-to-C
Communication
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COM
-Experiment-
The Result: Customize
Customize
= Combination of services
e.g. Wants to make conference
Document
Conference
room
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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
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CRM
COM
SYS
Communication Support
Information System
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CRM
COM
SYS
What should the system support ?
Increasing perception
process
Meeting with
requirement process
Involving user-to-user
communication process
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SYS
Increasing perception process
Define
Value Proposition
Focus on
Behavioural
Segmentation
Effortless
Navigation
Complementary to
Offline Channels
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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
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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
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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.
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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
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– 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
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Thank you very much
See you at Innsbruck
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