Using marketing principles for internal customer service improvement of support teams such as operational communications, human resources and information technology.

1. Adapted from The Center for Quality of Management, Inc.
5P Framework for Selecting Business Opportunities
DEFINING INTERNAL
CUSTOMER VALUE
Operational Communications Team

2. Adapted from The Center for Quality of Management, Inc.
5P Framework for Selecting Business Opportunities
5P Concept Frame – Delivering Value
to Internal Customers
Product/Service Placement/Audience
Performance Metrics Promotion Vehicle
Value Proposition

3. Adapted from The Center for Quality of Management, Inc.
5P Framework for Selecting Business Opportunities
5P Concept Frame – Delivering Value
to Internal Customers
Product/Service Placement/Audience
Performance Metrics Promotion Vehicle
Value Proposition
Describe your
Product/Service
concept and how it
solves the customer’s
problem
Define performance
metrics and targets –
how will you know if
you have provided the
value?
Describe your plan for
communicating the
value proposition for
this idea to internal
customers
Describe the target
audience (and segments)
and estimate the
frequency of service
Describe your
perceived
advantage over
doing “it”
themselves

4. Adapted from The Center for Quality of Management, Inc.
5P Framework for Selecting Business Opportunities
5P Concept Frame –
Product Code Spreadsheet
Product/Service Placement/Audience
Performance Metrics Promotion
Value Proposition
1. Product Code Spreadsheet 1. Credit Decisioning
2. Document Management
3. Quality Management
4. Planning and Analysis
• Mass e-mail to user group
• Posting on S drive
• Posting in eventual document library
• Rewards for finding validated errors
• % of historical loan programs covered
• % of active loan programs covered
• Turnaround time – delivery timing as a function of
need (2 days after implementation)
• Turnaround time – error correction
• # of error indications received (and timing of
error’s entry)
• # of users accessing / # of programs accessed
To provide a
single source
for accurate
loan program
information.

5. Adapted from The Center for Quality of Management, Inc.
5P Framework for Selecting Business Opportunities
5P Concept Frame –
Online Reference Manual
Products Placement/Audience
Performance Metrics Promotional Vehicles
To create a consistent
and standardized source
of on-the-job information
for Client Services.
1. Online Manual
• Reference Materials
• Portal to other Applications
• Archives
• Online version of TIPS
1. Customer Service
2. Borrower Services
3. Lender Services
4. Vendor Services
• Online
• Easy accessibility
• Updated daily; no two
week delay
• Periodic handouts when new
features are delivered
• # of hits per pages
• Decrease in call time
• Decrease in number of key
strokes and clicks
• Accuracy

6. Adapted from The Center for Quality of Management, Inc.
5P Framework for Selecting Business Opportunities
5P Concept Frame –
Online Reference Manual
Products Placement/Audience
Performance Metrics Promotional Vehicles
To create a consistent
and standardized source
of on-the-job information
for Client Services.
1. Online Manual
• Reference Materials
• Portal to other Applications
• Archives
• Online version of TIPS
1. Customer Service
2. Borrower Services
3. Lender Services
4. Vendor Services
• Online
• Easy accessibility
• Updated daily; no two
week delay
• Periodic handouts when new
features are delivered
• # of hits per pages
• Decrease in call time
• Decrease in number of key
strokes and clicks
• Accuracy