Como gerenciar el proceso de transformación (Inglés)

How manage the Transformation Process

QUESTIONS ?                 STRATEGY
Where you want to go       Vision
Where you are now    Assesment
How you are going to get there     Concept
Building the means to get there    Development
Travelling to there       Implementation

Leading Change
Leaders of change initiatives must:

Sell the compelling need for change
Show personal commitment to initiate and sustain change
Provide a psychological focal point for the energy of the change effort
Demonstrate an expected standard of behavior
Build competent teams
Establish measures for assesing progress
Administer rewards
Deal with unwanted behaviors

TIPS

How do we package our service ?

Put your self in the shoes of customer and identify the possible needs which can be matched with your services
Package your products / services in such away to satisfy the identified needs in a way that is the most optimal and cost effective
Create the service modules ensuring added value in the customers eyes
Validate every action you take with the different customer segments

How do we go about satisfying the customer?

Pay attention to the voice of the customer
Identify their needs, wants and desires
Obtain market information on customer perception for existing services
Translate the needs, wants and desires into product and service requirements
Evaluate the effectiveness of the mechanism in place to satisfy customer requirements
Focus on service, product and process characteristics
Specify requirements by operational needs
Analyze customer requirements and market information and synthesize data for relevance
Develop inter-relationships between services and customer needs
Make the logical grouping to make clear who needs what
Develop product packages and service characteristics that meet customer and supplier requirements
Review the final specification with the development team
Implement the recommended service specification

The customers are:

Multiple and Diverse
They are well informed
They are allways right
Demand service level agreements
Are willing to pay for a superior service

Our customers are:

Is the most important person in this office... in person or by mail
Is not dependent of us... We are dependent on them
Is not an interruption to our work ... they are the purpose of it
Is not someone to argue, is someone to match
He is doing us a favor by giving us the opportunity to do so

A customer oriented culture

Understand who the customer are
Understand his business
Turn customers into members create loyalty
Make the customer real to all employees
Listen to your customer
Tailor services to meet customer needs
Be proactive not reactive
Place yourself in the customer situation
Keep promises
Keep the customer up to date
CRM Engineer will be where ever they need
Develop customer user groups where you can get feedback on your service

Customer service and expectations

Guarantee a superior service
Service is the key that unlocks the door of prosperity
Success is measured by ability to meet customer demands
Team leaders will be distinguished from others by the service they deliver

Develop a prioritized list for important areas for your customer management program

What
Why
How
Short - Long Term
Cost investments, resources
Priority High, Medium, Low

Customer Management
In order to improve the Customer Satisfaction and Loyalty you have to:

Know the customer
Hear the customer
Grow the customer

These are Critical Success Factors in a CRM project

The marketing should be One to One
Launching the Program Phases
- Brain Storm
- Analysis
- Development and commitment
- Roll out plan
- Implementation Strategies
Work Process Analysis
- Drew a rough map of the process
- Make interviews
- List all activities
- Do a network map
- Focus on most urgent part