1 The Model of Communication between Facility Manager and End Users for getting real satisfaction 6 th June 2001 Hitoshi Kumagai European Master Facility Management Presentation For Dissertation

2 Today option  Choose one from three: each focuses on A)CRM (Customer Relationship Management)CRM (Customer Relationship Management) B)Communication Model and Evaluation (The result of the Experiment)Communication Model and Evaluation (The result of the Experiment) C)Communication Support Information SystemCommunication Support Information System CRMCOMSYS

3 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 CRM

4 Contents (Communication Model)  Introduction –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

5 Contents (Support System)  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

6 Introduction CRMCOMSYS

7 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 CRMCOMSYS

8 Quality of Facility Management “There is never any objective measurement of a professional services.” Only the customer will define whether you are performing the right services Barrett, 1995, p45 [from Friday & Cotts, 1995, p12 & p13] How close to their expectations about service and their perception of the way Facility Manager perform Satisfy customers If the perception matches the expectation CRMCOMSYS Friday & Cotts, 1995, p3

9 Communication Model One-way S-to-CInteractive S-to-C Interactive C-to-C S: Service provider C: Customer CRMCOMSYS [from Kokuryo, online Internet 29 Nov 2000]

10 Hypotheses Interactive S-to-C One-way S-to-C Interactive C-to-C Increases End Users’ perception of services level Accelerates interactive communication Increases End Users’ satisfaction. reveals the potential expectation of end users. CRMCOMSYS

11 CRM Customer Relationship Management CRMCOMSYS

12 Why is the Relationship important? Base Profit Profit from increased purchases and higher balance Profit from price premium Profit from referrals Profit from reduced operating cost Year Customer Acquisition cost Company profit CRM [from Reichheld & Sasser, 1991, p4]

13 How are the customers satisfied Hello It’s a nice day Are you aware of our Frequent Buyers’ Program? What would be best for you, the sugared or the sugar-free lemonade? you’re trying to lose weight? the Personalized Communication Model the Manipulative Communication model the Courteous Communication CRM [from HMCL1, 2000, p3]

14 CRM in Facility Management CUSTOMER VALUATIONS Highly differentiated Uniform CUSTOMER NEED UniformHighly differentiated Ⅰ Gas station Ⅳ Pharmacies Computer systems Ⅲ Airlines Packaged goods mfrs. Ⅱ Bookstores Facility Management CRMCOMSYS [adapted from Pepper & Rogers quoted by IBM NUMA-Q, 1999, p4]

15 Communication Model and Evaluation CRMCOMSYS

16 -Experiment- The Setting A Company An FM outsourcing firm Questionnaire Interviews Occupants Respondents COM Set B Team B Site 2 End users Set A Team A Site 1 End users Set C Team C Site 3 End users

17 Types of Communication Services catalogue Campaign Notice (routine) Notice (occasional) FAQ Exchange Rumour Arrangement Answer to question Requirement Answer to complain One way S-to-CInteractive S-to-C Interactive C-to-C CRMCOMSYS

18 -Experiment- The Result: Difference among sites Site 1Site 2 Overall Satisfaction PerceptionExpectation How many have contacted Satisfaction for solution Site 3 More Often lower Middle Higher lower Difficult to say different Higher Middle fewer lower Middle Higher COM

19 -Experiment- The Result: Correlation among questions Overall Satisfaction Perception Satisfaction for Solution (Negative) C-to-C Communication COM Quality Comparing Expectation

20 -Experiment- The Result: Customize Customize= Combination of services e.g. Wants to make conference Document Catering Equipment Conference room COM

21 -Experiment- Relation: Satisfaction and Communication Dissatisfactio n Satisfaction Perception Of service Satisfactio n for solution Quality Meet to Requirement Web-site Catalogue Rumour One-way S-to-C Interactive S-to-C CRMCOMSYS Interactive C-to-C

22 Communication Support Information System CRMCOMSYS

23 What should the system support ? Increasing perception process Meeting with requirement process Involving user-to-user communication process SYS

24 Increasing perception process Define Value Proposition Focus on Behavioural Segmentation Effortless Navigation Complementary to Offline Channels SYS

25 Meeting with requirement process markete r Service rep Customer Telephone Access Mobile Access Browser Access from the Internet Browser Access from intranet IT S IPC CRM Database Index server Web Projecto r CRM Server Knowledge database MySAP.co m Workplac e server MySAP.com Workplace Access Communication Sever CTI Server Interface Scenario provider The other Enterprise component Clarify Scenarios SYS Unify all ways of Communication IT S MySAP.co m Workplac e server COM

26 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 SYS

27 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. CRMCOMSYS

28 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 –How to adopt the CRM concept into TQM process. CRMCOMSYS

29 The End of Presentation Thank you for listening It’s the time to discuss

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31 See you at Innsbruck Thank you very much