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2001 Breakaway Solutions, Inc. 1
CUSTOMERS
EMPLOYEES
PARTNERS
SUPPLIERS
Collaborative Relationship ManagementCollaborative Relationship ManagementRedefining Relationships with Your Four Constituencies
2001 Breakaway Solutions, Inc. 2
Agenda
• Introductions / Goals• Collaborative Relationship Management• Case Study• Exploring the Four Constituencies• Relationships and Interactions• Taking it with you
2001 Breakaway Solutions, Inc. 3
Goals for the Evening
• We’re going Sky Diving!
• Deliver a condensed approach to a Relationship Assessment– Gain an understanding of how to evaluate and improve the
return on the various relationships your business relies on – Give you some tools / understanding to take back with you– Spark some ideas for improvement in certain areas of your
business via simple process or technology improvement
This is about Your Business…
your participation creates the value
2001 Breakaway Solutions, Inc. 4
Traditional Approach to Business
Marketing
Sales
Support
ServiceSu
pp
lier
s Partn
ers
CustomersA
cc
ou
nti
ng
2001 Breakaway Solutions, Inc. 5
Customer Centric Approach
Customer
Company
Customer Centric is A Good Start …
2001 Breakaway Solutions, Inc. 6
Company
Customer
Partner Employee
Supplier
… but Only Part of the Equation
Collaborative Relationship Management
2001 Breakaway Solutions, Inc. 7
Collaborative Relationship Management
Companies exist to meet needs…Relationships are established to fulfill needs
Customer
Partner Employee
Supplier
NewOpportunities
2001 Breakaway Solutions, Inc. 8
CUSTOMERS
EMPLOYEES
PARTNERS
SUPPLIERS
Case StudyCase StudyHMO Connects the Dots
2001 Breakaway Solutions, Inc. 9
Client Profile• Global 500 company serving 4 million clients in 8 states• One of the largest Medicare HMOs in the country• Pharmacy Benefit Management Services focused on formularies,
claim services and mail order fulfillment
Industry Factors• Decentralization of HealthCare makes it virtually impossible to have
current information at point of care• Decrease in workforce • Increase in operating costs • Inefficient charge-capturing processes resulting in lost billings and
significant legal implications
• Patient non-compliance with medication regimens
2001 Breakaway Solutions, Inc. 10
The Business Problem
“There are more deaths in hospitals each year from medical errors than there are from
breast cancer, vehicle accidents, or AIDS.” - To Err is Human: Building a Safer Health System.
Committee on Quality of Health Care in America. Institute of Medicine. National Academy Press.
Washington, D.C. 1999
Tragic consequences for patients –
tremendous financial losses to
physicians and hospitals
2001 Breakaway Solutions, Inc. 11
Client Goals• Reduce medical errors• Improve quality of patient care• Lower associated operational costs• Desire to lower cost of care by filling prescriptions via Mail• Increase revenue through more effective charge capture
Considerations• In order to solve this problem, many things had to be taken into
account– Integration to back office– Integration to mail order fulfillment– Integration to formularies – Zero latency – Doctor mobility– Security
• Platform usability for doctors and administrators, different views of the same information via different interfaces– Key to adoption
2001 Breakaway Solutions, Inc. 12
paperfax
paper / fax
someintegration
Relationship Map
Patient
Doctor
Mail-OrderPharmacy
someintegration
paper / fax
paper/ fax
paperprescription
paperprescription
OtherPharmacy
InsuranceCarrier
HMO
2001 Breakaway Solutions, Inc. 13
Solution
• Research constituent base– Doctors– Administration– Pharmacy
• Validate Business Case • Design Dynamic User Interface
– Adapt to changes in regulations, user requirements etc– Maximize efficiency
• Deploy Wireless Interface to Back End systems– Patient Specific formularies– Decisions based on up to the minute information
2001 Breakaway Solutions, Inc. 14
paperprescription
Online Prescription
paper / fax
Patient
Doctor
Mail-OrderPharmacy
paper / fax
OtherPharmacy
InsuranceCarrier
HMO
Real-time via
wireless device
FormularyDatabase
Improved Collaboration
PatientDatabase
2001 Breakaway Solutions, Inc. 15
SelectionPatient OverviewSchedule
2001 Breakaway Solutions, Inc. 16
Search Interaction Warnings
Prescription
2001 Breakaway Solutions, Inc. 17
Takeaways
• Understand the relationships and interactions currently in place
• Understand what each constituency wants and needs from the relationship
• Develop metrics to understand and quantify benefit• Involvement from the end users to insure adoption• Appropriate technology for the solution (Don’t assume it
can’t be done)
2001 Breakaway Solutions, Inc. 18
CUSTOMERS
EMPLOYEES
PARTNERS
SUPPLIERS
Exploring the Four ConstituenciesExploring the Four Constituencies
2001 Breakaway Solutions, Inc. 19
Levels of Collaboration
Supporting InteractionsPeople, Process, Tools and Technology
Constituency
Customer, Partner, Supplier, Employee
Relationships
Interactions between company and its constituencies
Interactions
Motivated by understanding, attracting, selling and servicing constituencies
2001 Breakaway Solutions, Inc. 20
Enabling Relationships
• Relationships are facilitated by interactions between one or more parties: – Companies– People
To drive revenue or decrease costs we have to understand and streamline the interactions
phone
fax
eProcurementPurchasing
Company A
Sales
Company B
2001 Breakaway Solutions, Inc. 21
Enabling Interactions
• Interactions occur due to one or more of four motivators– Attract– Sell– Service– Understand
Customer
Partner Employee
Supplier
2001 Breakaway Solutions, Inc. 22
Accounting
InvoiceCollections
ERP
Customer Interactions
MarketingPromotionalLiterature
Data WarehouseMailing Lists
SalesVisit / phone call
Contact MgmtSales Force AutomProposals / Quotes
ServiceWebsite
Phone / VisitARU / VRU
Call Center
Support
WebsitePhone / VisitARU / VRU
Help DeskTrouble shooting
Customer
2001 Breakaway Solutions, Inc. 23
Accounting
InvoicesInventory
ERP
Partner / Channel Interactions
MarketingPromotionalLiterature
Product CatalogPricing
PR/CommVisit / phone callWebsitePress Kit
Press RoomDocument Repository
IRVisit / phone call
WebsitePress Releases
Fulfillment
SupportSales Materials
Training Call CenterOnline help
Partner
2001 Breakaway Solutions, Inc. 24
Case Study – Enabling Collaboration
Doctor
InsuranceCarrier
Patient Database
Formulary Database
BillingERP
Patient Info
Prescription
AccountingMail-OrderPharmacy
Patient InfoFormulary Data
OnlinePrescription
BillingChargebacks
2001 Breakaway Solutions, Inc. 25
CUSTOMERS
EMPLOYEES
PARTNERS
SUPPLIERS
Relationships and InteractionsRelationships and InteractionsLevels of Collaboration
2001 Breakaway Solutions, Inc. 26
Levels of Collaboration
Supporting InteractionsPeople, Process, Tools and Technology
Constituency
Customer, Partner, Supplier, Employee
Relationships
Interactions between company and its constituencies
Interactions
Motivated by understanding, attracting, selling and servicing constituencies
2001 Breakaway Solutions, Inc. 27
Barriers to Enabling Relationships
Rational• Fear• Cost• Time / Bandwidth Constraints• Don’t see the Benefit• Technology
Irrational• Personalities• Politics
2001 Breakaway Solutions, Inc. 28
Reasons to Better Enable Relationships
• Cost Cutting• Increased Revenue• Productivity Gains• Better relations with the media and shareholders• Others??
2001 Breakaway Solutions, Inc. 29
Determining Where to Start
• Find the Opportunities– View your business from the constituency’s perspective– Identify needs that are not being met
• Determine ROI Potential– Determine the primary payoff for you and your constituency
if the need were met
• Determine Investment Required for Each Opportunity– Identify the barriers to why you are not meeting the current
need
2001 Breakaway Solutions, Inc. 30
Determining Where to Start
• Determine Plan of Action – Think through the necessary actions required to surmount
the barriers and meet the need– Consider pilot to prove business case
• Prioritize opportunities based on your business goals through quantitative and qualitative filters– Increases sales next quarter– Reduces cost of operations n% next year– Improves employee retention and partner relationship
• Business first, technology second
2001 Breakaway Solutions, Inc. 31
Understanding Relationships
• Describe the Relationship– Who is involved?– What value do they bring / receive?– Where are they located? – How / when do we communicate? – What do they want from you?– What do you want from them?
• Quantify the Relationship– How many relationships of this type do you have?– What technology (if any) do you use to facilitate them?– How do you measure / track the success of the relationship?
2001 Breakaway Solutions, Inc. 32
Understanding Interactions
• Describe current interactions:– In today’s world, interactions are generally transaction
based:• E-mail, Fax, Postal, Phone
• Patient walks into the doctor’s office to be treated
• Patients walks into a pharmacy to get a prescription filled
• What could they look like?– The Internet and Mobile technology enable these
interactions to be more relationship-based • Doctor has real-time access to patient’s medical history and is
proactively notified of any drug conflicts
• On site changes to service order with Credit Card Capture
2001 Breakaway Solutions, Inc. 33
Quick Hits
Customers
EmployeesPartners
Suppliers
New Opportunities
2001 Breakaway Solutions, Inc. 34
Simple integrations may uncover opportunities
Customers
EmployeesPartners
Suppliers
New Opportunities
• Automated Lead Routing from web site
• Online Team Selling Opportunities
2001 Breakaway Solutions, Inc. 35
Customers
EmployeesPartners
Suppliers
New Opportunities
• Customer Support Incidents shared with vendor for QA purposes
• Partners check customer order status
Multiple integrations expose multiple opportunities
• Automated Lead Routing from web site
• Online Team Selling Opportunities
• Vendor inventory shows overstock or spare parts.
• Partner checks which customers own systems using the parts and contacts customers with discount pricing on parts
2001 Breakaway Solutions, Inc. 36
Highest level of integration maximizes potential opportunities
Customers
EmployeesPartners
Suppliers
New Opportunities
2001 Breakaway Solutions, Inc. 37
Tools / Technologies
• Web-based Technology enables Relationship Management in new ways:– Browser-based interfaces – easy access for many different
groups of users to the same functionality and data– Web site – direct access to users (customers, partners,
suppliers, vendors)– Distributed systems – better access across geographic
locations to the same functionality and data– Hosted / ASP solutions – less burden on the company for
maintenance and support; no longer have to build it all yourself
– Mobile technology
2001 Breakaway Solutions, Inc. 38
2001 Breakaway Solutions, Inc. 39
2001 Breakaway Solutions, Inc. 40
Tools / Technologies
• More Examples– Relationship Management DB
• Transactional database managing all constituent contacts and interactions
– Integration Servers • Translates data between systems and constituents
– Extranets and Intranets• Handles securable communications and workflow with Partners,
Suppliers and Employees
– Workflow Management• Handles approval and web publishing processes
– Analytics and Reporting System • Mines data across constituencies to discover additional opportunities
– Mobile Field Service• Equip the field workers with detailed information about the customer
and the work to be performed
2001 Breakaway Solutions, Inc. 41
Critical Success Factors
• Pick a place to start– Quick Hits– Simple automation / integration– More complex integrations
• Understand the cost / benefits for both parties• Set metrics to quantify the costs / benefits• Break initiative into small, accomplishable phases• Get executive support• Involve users early and often• Business first, technology second
2001 Breakaway Solutions, Inc. 42
Recap
Supporting InteractionsPeople, Process, Tools and Technology
Constituency
Customer, Partner, Supplier, Employee
Relationships
Interactions between company and its constituencies
Interactions
Motivated by understanding, attracting, selling and servicing constituencies
2001 Breakaway Solutions, Inc. 43
Q&A / Wrap-up
Thank you for your time!
Dean Anderson
612.279.3602
WWW.BREAKAWAY.COM