2001 breakaway solutions, inc. 1 customers employees partners suppliers collaborative relationship...

2001 Breakaway Solutions, Inc. 1

CUSTOMERS

EMPLOYEES

PARTNERS

SUPPLIERS

Collaborative Relationship ManagementCollaborative Relationship ManagementRedefining Relationships with Your Four Constituencies


Agenda

• Introductions / Goals• Collaborative Relationship Management• Case Study• Exploring the Four Constituencies• Relationships and Interactions• Taking it with you


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


Traditional Approach to Business

Marketing

Sales

Support

ServiceSu

pp

lier

s Partn

ers

CustomersA

cc

ou

nti

ng


Customer Centric Approach

Customer

Company

Customer Centric is A Good Start …


Company

Customer

Partner Employee

Supplier

… but Only Part of the Equation

Collaborative Relationship Management


Collaborative Relationship Management

Companies exist to meet needs…Relationships are established to fulfill needs

Customer

Partner Employee

Supplier

NewOpportunities


CUSTOMERS

EMPLOYEES

PARTNERS

SUPPLIERS

Case StudyCase StudyHMO Connects the Dots


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


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


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


paperfax

paper / fax

someintegration

Relationship Map

Patient

Doctor

Mail-OrderPharmacy

someintegration

paper / fax

paper/ fax

paperprescription

paperprescription

OtherPharmacy

InsuranceCarrier

HMO


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


paperprescription

Online Prescription

paper / fax

Patient

Doctor

Mail-OrderPharmacy

paper / fax

OtherPharmacy

InsuranceCarrier

HMO

Real-time via

wireless device

FormularyDatabase

Improved Collaboration

PatientDatabase


SelectionPatient OverviewSchedule


Search Interaction Warnings

Prescription


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)


CUSTOMERS

EMPLOYEES

PARTNERS

SUPPLIERS

Exploring the Four ConstituenciesExploring the Four Constituencies


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


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


Enabling Interactions

• Interactions occur due to one or more of four motivators– Attract– Sell– Service– Understand

Customer

Partner Employee

Supplier


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


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


Case Study – Enabling Collaboration

Doctor

InsuranceCarrier

Patient Database

Formulary Database

BillingERP

Patient Info

Prescription

AccountingMail-OrderPharmacy

Patient InfoFormulary Data

OnlinePrescription

BillingChargebacks


CUSTOMERS

EMPLOYEES

PARTNERS

SUPPLIERS

Relationships and InteractionsRelationships and InteractionsLevels of Collaboration


Levels of Collaboration


Constituency


Relationships


Interactions



Barriers to Enabling Relationships

Rational• Fear• Cost• Time / Bandwidth Constraints• Don’t see the Benefit• Technology

Irrational• Personalities• Politics


Reasons to Better Enable Relationships

• Cost Cutting• Increased Revenue• Productivity Gains• Better relations with the media and shareholders• Others??


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


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


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?


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


Quick Hits

Customers

EmployeesPartners

Suppliers

New Opportunities


Simple integrations may uncover opportunities

Customers

EmployeesPartners

Suppliers

New Opportunities

• Automated Lead Routing from web site

• Online Team Selling Opportunities


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


Highest level of integration maximizes potential opportunities

Customers

EmployeesPartners

Suppliers

New Opportunities


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


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


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


Recap


Constituency


Relationships


Interactions



Q&A / Wrap-up

Thank you for your time!

Dean Anderson

[email protected]

612.279.3602

WWW.BREAKAWAY.COM

2001 breakaway solutions, inc. 1 customers employees partners suppliers collaborative relationship...

Documents

breakaway solutions

value slide

business problem

relationship assessment

needs relationships

constituencies relationships

quality of health care

client goals