CRM Systems by Derek Hendrikz

Copyright © 2011: Derek Hendrikz Consulting
derek
hendrikz
www.derekhendrikz.com

 Step 1: Determine what adds value to what
 Step 2: Translate dependencies into interactive
processes
 Step 3: Now map dependent processes in the form
of a value chain

Sample of a CRM Value Chain:
Customer
Portfolio
Analysis
Customer
Intimacy
Network
Development
Values
Proposition
Development
Manage the
Relationship
Customer
ProfitabilityPrimary
Stages
Support
Activities
And costs
Product R&D, Technology, systems Development
Human Resources Management
General Administration

 Systems & Processes provide the mechanisms for
communication, decision-making and control that
allow the organisation to operate and develop.
 These systems are the primary means through
which organisations solve the basic problems of
achieving both coordination and cooperation.

 Operational Systems
 designed for efficient use and deployment of
resources and capabilities
 Control Systems
 mechanisms that monitor the achievement of
strategic goals

 a collection of tasks and activities that together
transform inputs into outputs
 Inputs and outputs include materials, information and
people
 One of the greatest difficulties in the development of
operational systems is to effectively internaliseTacit
knowledge into the permanent processes of the
organisation

 FinancialControl Systems;
 DynamicControl Systems; and
 Control Systems as Simple Rules.

Belief Systems Boundary Systems
Interactive Control
Systems
Diagnostic Control
Systems
Business Strategy
Core Values Risks to Avoid
Strategic Uncertainties Critical Performance Variables

Type: Purpose: Example:
Strategic Systems Staying relevant
Organizational Performance
Strategy Translation & Performance Scorecards;
Environmental Analysis; Project Management; Risk
Management; Policy Management Systems…
Communication Systems To inform
To interact and grow
Visual Communication; E-mail; Social Networks;
Decision Trees; Meeting Management; Decision-
Making…
Knowledge Management Systems To manage tacit knowledge
To manage implicit knowledge
Mentorship & Coaching Systems; Database
Management; E-libraries; Procedural Development…
Employee Management
Systems
Appoint employees
Manage and retain employees
Recruitment & Selection; General HR; Payroll;
Discipline…
Operational Systems Empower operations
Facilitate production or service delivery
ERP; Budgeting; SCM; Finance…
Organizational Dynamics
Systems
Understand and manage organizational
culture
Understand and manage employee attitude
Culture & Climate Audits; Team Dynamics Audits;
Paradigm Analysis…
Customer Management Systems Manage customer retention
Manage customer acquisition
CRM; General Marketing & Advertising Systems,
External Communication…

Operational CRM: 75% Customer Intelligence: 25%
Front Office Operations;
Back Office Operations;
Business Relationships.
25%
25%
25%
Analysis 25%

• Database;
• Target behavior;
• Success of CRM
Strategies; and
• Data Mining.
• Interaction with
companies and
partners.
• Marketing;
• Crisis Management;
• Advertising.
• This is all direct
interaction with
customers and
includes Call Centre
Management; Web /
Online Services; and
Customer / Client
interaction.

Customer
Stimulus
(Need or
Problem)
Responce
Solution 1
Satisfied
Not
Satisfied
Responce
Solution 2
Satisfied
Not
Satisfied
Etc...

Advertise
Crisis
Solutions
Marketing
Ambassedors
& Advocates
Customer
Attraction

(1) Prospect
•What will we both
get?
•How much
investment?
•What adaptations?
•What learning?
•Trust?
(2) Exploratory
•Investment for time for
learning & distance
reduction
•No routines or
commitment.
(3) Development
•Intensive mutual learning.
•Building trust through
investment & informal
adaptation.
(4) Commitment
•Routine &
Institutionalisation.
(5) Ultimate
Patnership
•Advocates for our cause.
•Minimum maintenance.

Derek Hendrikz

CRM Systems by Derek Hendrikz

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