How to integrate the trinome theory at every level
of your organization ?
One approach could consist of examining each of your
company's existing services, and deciding how agents or
sub-contracting could improve its efficiency. But don't
forget that Internet gives a lot of power to the customer.
Several studies carried out by the Anderson consultancy
-http://www.ac.com and by the Economist Intelligence Unit-http://www.eui.com
show that customer relations management will increasingly
influence company organisation policy. Whilst at present
only 18% of American companies have a customer-biased
policy, forecasts show that this will increase to 50%
by 2002. This phenomenon is linked to a growing demand
for increasingly personalised service by the consumer,
and an intensification of competition, which forces companies
to give increasing power to employees with customer contact.
The company must therefore develop in the context of customer
relations management, as must the trinomial production
model of agents/sub-contracting/internal production.
You should inverse the organisation of your company.
For example, we propose a breakdown of the electronic
company's process into fourteen stages to you. In this
context, the product becomes less important, as it is
only one of the elements which result in customer satisfaction.
For each of these steps, you should decide how to incorporate
agents, sub-contracting and internal production, in order
to obtain an optimum level of quality, productivity and
speed. The specific example of managing referencing by
triproduction will give you a better idea of the way in
which you can put the trinomial idea into practice for
the other stages.
1. Analysing the demand and creating the service
Before launching an electronic commercial service, you
need to analyse the demand and adapt your service to the
results. In the virtual economy, the process of demand
analysis is becoming continuous. It is less a case of
carrying out an initial market survey than of learning
how to collect information continuously about your customers,
of learning how to listen better to them, in order to
obtain a more accurate picture of their needs and adapt
your service in real time. But as the effort of gathering
this data will cost you time and money, you must also
learn to evaluate your customers. At the base of your
customer data base, you must learn to distinguish which
of them are the most viable and which have the greatest
potential for growth, in order to adapt your company's
service to their needs. You will still have the other
customers, but you don't give them the same attention.
Finally, as the online business market is still immature,
you should also incorporate a forecast element in the
service, to anticipate the future needs of your customers.