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1.1 Portfolio
30 Customer Relationship Management
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1.1.30 Customer Relationship Management (CRM):
CRM may stand for Customer Relationship Management, but the term customer must be extended to mean every business associate involved with the business.   Every person as staff, contractor, vendor, customer, client, supplier, cleaner, advisor, consultant are a business associates in the context of CRM.

CRM:
The ASP provide and use advanced customer and supplier relationship management services, methods and techniques.
Every customer shall be treated as if they were the only customer and every supplier shall be treated as if they were the only supplier.
Whereever a supplier can also be a customer and a customer can be a supplier, then that can only help to build a stronger and more meaningful relationship.
CRM begins by documenting every customer and supplier contact with a formal report that can be shared with other relevant people in an open and transparent way.
A business rule is that is a contact with a business associate is not formally documented, then the contact did not take place.   To demonstrate openness and transparency, every contract report will be shared with the business associate so they know what action your company is taking as a direct result of the contact.   Every business associate contact for the last seven years is instantly available to be viewed by all interested parties - nothing is hidden and fraud can be eliminated when things cannot be hidden.

Business Document:
Every business document, report and management information is a simple view of a set of CRM data model field values.   No other data exists and no data is automatically created other than the calculation of quotation amounts based on scheme rates.

Terminology:
80% of development is to comprehend industry specific terminology - what things are called is important to people who have learned such terminology.
1. Customer may be called client, supplier, business associate, student, delegate, member, guest, participant, etc..
2. Address may be any logical grouping of people such as a department, territory, area, branch, house, team, project, etc..
3. Person is the sole reason that the application exists, people do business with people and business can only be conducted with people.
4. Asset may be a product or a service that is the subject of the business, such as a vehicle, vessel, aircraft, bike, loan, equipment, event, vacation, accommodation, scheme, travel, meal, massage, show, etc..
5. Order may be called a policy, booking, reservation, sales order (from customer point of view) or purchase order (from supplier point of view), dispatch note, invoice, etc..
6. Payment works in many ways, from a customer and to one or more suppliers based on the order details.
Claims is an independent application like customer complaints - it may have read-only reference to CRM data.

CRM Relationships:
1 Client may have zero, one or many (office) Addresses.
2 Client may have many Client-Notes.
3 Address may have zero, one or many contact Persons.
4 Address may have many Client Address-Notes.
5 Person may have many Client Person-Notes.
6 Client will have one or many Assets.
        (such as vehicle, vessel or/and business).
7 Asset may have many Client Asset-Notes.
8 Asset may have zero, one or many Details.
        (such as additional equipment or many shareholders).
9 Asset will have one or many Policys (begining as a proposal).
10 Policy may have many Policy-Notes.
11 Policy may have zero, one or many Payments.
12 Policy may have zero, one or many Claims.
13 Claim may have many Claimants.
14 Claim may have many Claim-Notes.
15 Claim may have many Surveyors.
16 Claim may have many Laywers.
17 Claim may have many Loss Adjusters.
18 Claimant may have zero, one or many Insurers.
19 Claimant may have zero, one or many Lawyers.
20 Claimant may have zero, one or many Government Authoritys.

CRM State Transition:
Policy is subject to a complex state transition controled by workflow across a value-chain of different users in cooperating companies.

Scheme:
The CRM data model interacts with the scheme data model for the asset and policy.   The type of asset will automatically select the applicable scheme.
A unique scheme (insurance product) exists for each asset such as: vehicle, vessel, aircraft, building, business, property, etc..

Users:
80% of development is to provide reusable facilities to users where users are grouped into sites.
1. Site is a set of users that may be called a team, branch, department, office, group, company, etc..
2. User is a person who is generally called a user, but may also be a customer, supplier, insurer, broker, etc..
3. Sign-In is authentication details for a specific user to access a specific application or set of application services.
4. Messages may be communicated between users - like email with uploaded attachments.
5. Requests for support, help, advice and guidance may be communicated between users or users and the support team - like email with uploaded attachments.
6. Email to users to provide timely advice regarding sign-in details, critical events and alerts.
7. Task management is shared diaries for all users with alerts and reminders - this can drive what each person does each day.
8. Tuition by the way of on-line ebooks and web-seminars for every application service.
9. Complaints as support requests, but for operational users with support for structured action plans and uploaded evidence reports.

5% League:
The ASP exists in a 5% league where marketing is done in quite a unique and effective way that may not be understood by the other 95% of businesses.
The ASP can measure that only 5% of companies are growing and are successful in the eyes of their owners.
The ASP can measure that 95% of all web sites are an ineffective cost on the business and that only 5% of corporate web sites are a source of real new business revenue.
The ASP are in an industry sector where success does not come from clever innovation, but comes from relentless hard work in a value chain of similar 5% companies.
The LeXica Foundation fund and promote a large number of small private owner companies that enjoy the growth, success and financial independence that is found in the 5% league.

Financial Freedom:
The ASP promote one further business rule - every person who deserves the financial freedom of runnning their own 5% league company will choose to work closely with similar people.
Supply chain management is the only way to enable a set of 5% league companies to come together to deliver a commercially viable service.
The complexity and liability of hiring employees is plain daft and something that no company in the 5% league would do - leave such expensive liabilities as staff to the other 95% of companies who are surviving.
As Tesco have proven, it is very profitable to drive down costs by subcontracting lots of services from low cost suppliers who may have low cost staff.
The ASP could never invest in a person who does not deserve financial freedom and is willing to do what it takes to achieve that dream.

95% of Companies:
Banks and business institutions exist to promote the 95% of companies that are surviving while the 5% league avoid banks and do not spend money on mindless marketing.
95% of businesses may squander their marketing budgets on ineffective adverts that have no positive return on investment.
If one pound of advertising could generate two pounds of profit, then advertising would rise and rise, but it does not keep on rising because it is not cost effective.
A company in the 5% league will as a rule of thumb do very little in the same way as a company on the 95% league.
ASP stability and long term success is by being very different to the other 95% of companies.
For example: a simple busines rule is that we sell a service and then buy in the resources needed to manage that service.   The effect is long term stability where the ASP cannot find itself with a cash flow problem.   Where a customer is no longer able to pay their subscription fee, then the cost of providing the service is reduced to match.   The cost of running the business is always less than the revenue earned each month.