3rd Nordic Marketing Conference, Workshop Report Workshop 10 Development of Customer Oriented, Effective and Process Oriented New Organisation Structures

Participants of the workshop Anders Rickardsson SCB Martin Lagerström SCB Maja Mortensen DSt Erik Sommer DSt Lars Berglöf SCB Christina Thörne SCB Petteri Baer SF Jaakko Ranta SF

Main Topics Discussed How to meet very diversified customer demands? How to create a customer friendly organisation structure? The need of one customer entrance Key account management Developing of segmented service concepts reflecting the various customer needs

Other Topics Discussed Analyse the market (environment) Make a strategy (mission) for the longer term Make a clear Business plan (of several years and annually) which is accepted and understood by all levels in the organisation The problem is to go from words on paper to action in practice Customer Seller Producer Building customer relationships

Main Conclusions and Recommendations (1) General theme: The change from product orientation to service orientation should also include an appropriate organisational set up The balance between a decentralised or centralised approach. It could either be a model with a centralised unit or a more project oriented decentralised organisation, but it is necessarily to find the balance point A most important thing is that you designate a process owner in a process oriented organisation structure

Main Conclusions and Recommendations (2) Start an active dialogue in your own organisation about attitudes to the business culture Remember to include the promotional costs in the price calculation. An investment cost! CRM is music to our ears and such a system is a necessary tool in an efficient organisation There is a need to develop a better incentive system even though we speak about a civil services. It helps to appreciate well done work Listen to your customers and be ready to act