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 Synthetic natural gas advanced BASIC Peace force Diet ice cream A little pregnant CRM ? Silent scream Jumbo shrimp Virtual reality
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
Information Today Issues Issues Data quality Difficult to report Owners Reliability Owners MT Staff No sharing Incomplete MT Staff Tenants Old tools Many sources Tenants Supply Demand Information Future Owners Owners Easy to find Quality MT Staff Easy to create Technology Tenants MT Staff Easy to share MLC LINZ DIA Tenants Integration Any tool MLC Supply Demand
Tactics Users (Hooker) Information Systems (Prop) Infrastructure (Prop) Hosting requirements WAN services Network architecture Systems architecture AD, Email and Internet Collaboration framework Tui (Core System) Tangaroa: (Document Mgt) Information Strategy GIS (support) Scanning Help Desk New PC Windows 7 Office 2010
MS Navision ($) Owners Tui MS CRM (Property and Owner) MS SharePoint MS SharePoint Documents Tangaroa
Aug (2010)……Jan… ………. .April……May… Aug….Sept……Dec………………. Sept 2012 Tui Phase 3: SMT information paper Phase 2: Market scan – RFI (Karearea) Phase 1: Requirements, gap analysis (Albatross) Phase 4: Selection of partner – RFP (Pukeko) Phase 5: PoC(Kea) Phase 6: Development (Tui)
Tui Benefits Benefit 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
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. Capitalise Assets Connect to our People Grow 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
Right Relationships + Right skills + Right Information & Knowledge = Right action ? Finance Land Social But wait – not just any old information will do Cultural Relevancy Potency Coherency Grow Assets What are desirable qualities of information?
Relevancy Potency Coherency Mass * Velocity Relevancy Potency Coherency =
Why CRM is an Oxymoron Assumption 1 Increase Customer Information Mass and Velocity Improved Customer Relationships Conclusion Overlook essential information attributes (Relevancy, Potency, Coherency).
Why CRM is an Oxymoron: Assumption 2: CRM will help us manage relationships
Difficulty: • A. Understanding knowledge form • Understanding knowledge flow • Of design • Leads to: • D. Constraints of orientation
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: Customer Relationship Management Relationship Participation • 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
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.
Project Manager Hmm…this is complicated Hmm…this is complex Developer Simple Manager/Client
Motive Bermuda Triangle Complex Project Manager Time Cost Scope Benefits Technical Developer Client Simple Complicated
Complicated Complex Complicated equals: not simple but ultimately knowable. Complex equals: not simple but never fully knowable.
Cynefin Framework Dave Snowden http://en.wikipedia.org/wiki/Cynefin
Simple Complex 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