I came across an article on a young graduate in renewable energy engineering. The fellow was doing technical sales and marketing jobs for renewable energy products though he felt that as a graduate, he ought to be doing more than just sales. His, sentiments, I can relate with but again thinking about the field of renewable energy, how many people understand what it is, its importance/ benefits, how to acquire it, its installation, costs etc.?Renewable energy is energy generated from natural resources. The renewable energy sources include sunlight, wind, rain, tides, geothermal heat and various forms of biomass. These sources are renewable naturally and continuously replenished, therefore this energy cannot be exhausted. Renewable energy technologies range from solar power, wind power, hydroelectricity/micro hydro, biomass and bio-fuels for transportation.Back to the aspiring young professional who felt that his place in the renewable energy sector lies in doing strategies and coming up with new products-the advice fronted to him was that doing technical sales is the best job for engineers, as it helps them impact on users of their products. Sales entail interacting with customers and knowing their needs so that the product features can be enhanced to suit the customer?s needs. Now, that is brilliant and accurate advice. It is however important to take into consideration that renewable energy is not a common man?s cup of tea and right now the focus all over the world is to build green economies.To me the need for more and more people to understand the benefits, savings and cost of renewable energy cannot be overemphasised. Effort should be made to keep marketing of renewable energy products/ services simple and conversational by avoiding use of acronyms or jargon explaining about operational details. More impact can be made if a marketing rather than technical sales approach is used. Technical sales have been described as boring (can be used as a sleeping aid), tends to use extensive vocabulary, jargon and acronyms that product users cannot relate with and tends to discuss the products technical aspects as opposed to the benefits to the customer. Fun should be created out of all this by making things simple and demonstrating cost savings and benefits of renewable energy.
The Connection Between Six Sigma and CRM
Six Sigma is an industrial business strategy directed at improving the quality of process outputs by eliminating errors and system variables. The end objective is to achieve a state where 99.99966% of events are likely to be defect free. This would yield a statistical rating of Sigma 6 hence the name.
The process itself is thankfully more user-friendly. It presents a model for evaluating and improving customer relationships based on data provided by an automated customer relations management (CRM) system. However in the nature of human interaction we doubt the 99.99966% is practically achievable.
Six Sigma Fundamentals
The basic tenets of the business doctrine and the features that set off are generally accepted to be the following:
- Continuous improvement is essential for success
- Business processes can be measured and improved
- Top down commitment is fundamental to sustained improvement
- Claims of progress must be quantifiable and yield financial benefits
- Management must lead with enthusiasm and passion
- Verifiable data is a non-negotiable (no guessing)
Steps Towards the Goal
The five basic steps in Six Sigma are define the system, measure key aspects, analyse the relevant data, improve the method, and control the process to sustain improvements. There are a number of variations to this DMAIC model, however it serves the purpose of this article. To create a bridge across to customer relationships management let us assume our CRM data has thrown out a report that average service times in our fast food chicken outlets are as follows.
<2 Minutes | 3 to 8 Minutes | 9 to 10 Minutes | >10 Minutes |
45% | 30% | 20% | 5% |
Table: Servicing Tickets in Chippy?s Chicken Caf?s |
Using DMAIC to unravel the reasons behind this might proceed as follows
- Define the system in order to understand the process. How are customers prioritised up front, and does the back of store follow suit?
- Break the system up into manageable process chunks. How long should each take on average? Where are bottlenecks most likely to occur?
- Analyse the ticket servicing data by store, by time of day, by time of week and by season. Does the type of food ordered have a bearing?
- Examine all these variables carefully. Should there for example be separate queues for fast and slower orders, are there some recipes needing rejigging
- Set a goal of 90% of tickets serviced within 8 minutes. Monitor progress carefully. Relate this to individual store profitability. Provide recognition.
Conclusion
A symbiotic relation between CRM and a process improvement system can provide a powerful vehicle for evidencing customer care and providing feedback through measurable results. Denizon has contributed to many strategically important systems.?
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