Crm/KM initiave at 3M
- 2. History of 3M Formerly Called Minnesota Minning and Manufacturing Company Trade Public Founded June 13,1902 Employs 91,584 Products 50,000+ Founders •John Dwan •Hermon Cable •Henry Bryan •William A McGonagle •Danley Budd
- 3. Customer Loyalty • Strong Focus on R&D to foster experimentation and innovation. • Focus on offering customer better service • Providing super Quality, Value and Service • Six independent call centre- manned by dedicated team of agents. • Improving solution accuracy and problem resolution speed.
- 4. Major Issues • Sophisticated and complex products – nature of customer queries became diverse and complex (1400 questions a day). • Eventually began keeping : (i) Technical Bulletins (ii) Product Brochures (iii) Notes containing product information • Training was involved which incurred cost and time. • Unsolved queries to be transferred to R&D experts -18% calls transferred- consumption of time of R&D experts could not focus on innovation. • Repetition of Customer Queries –Flow of incomplete and unsatisfactory answers- Taking days to resolve, • No mechanism to know whether the problem is solved or not.
- 5. Implementation of CRM & KM • Creation of 14 member task force- 3M’s customer service manager, call centre agents, IT analysts and documentation developers. • Remedy Action Request System (RARS): easily integrated with many leading knowledge management solution products. • Primus eCrm Solution –flexible workflow that supported individual approaches to problem solving-immediate sharing of newly developed solutions. • Primus eServer and Primus eSupport- Desktop client software • Primus associative search engine – powerful search retrieval and authoring capabilities implemented in its IT customer service centre. • Agents manning centre – handled technical queries from 3M employees.
- 6. • Data warehouse- details of customer problems were fed software gave solutions. • eCrm software stored data of the customers and in case the calls are transferred- repetition was avoided. Software gave access to critical language using natural language. • New solution were synthesized and made a part of knowledge base . • Primus Software provided new training opportunity also revised CSR job descriptions and reward systems. • Company Intranet- availability of information to employees- answering questions via emails. • Self Service Extranet – online trouble shooting allowing customers to access eCrm Software and solve their problems through internet. • Information available to Resellers and Distribution Networks. • Continous Updating of Knowledge base.
- 7. Benefits of the System • Speeding up problem solving, real time knowledge sharing useful for support representatives. • 13% increase in productivity of the agents with improved solution accuracy. • First call resolution increased from 84% to 95% • Referrals to experts decreased by 55% • Reduce support training time and cost by 35% • Employee satisfaction level increased • 3M to monitor quality of its customer service efforts- imputs helped in developing new products.
- 8. CRM Subsystems at 3M • The Front Office Salesforce Automation or the Sales information system: face to face sale sand relationship management activities. Partner Management system: geared to provide support to intermediaries Call or contact centre: telephone, emails, extranet Website • The Middleware Data warehouse or data mart compilation of data • The Back Office Legacy System: management of transactions or products
- 10. KM at 3M • Process through which the organisation generate value from intellectual and knowledge based assets. • IT tools such as off the shelf email packages and sophisticated collaboration tools. • Knowledge repositories, expertise access tools, e-learning applications, discussion and chat technologies, synchronous interaction tools and search and data mining tools