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Crm initiatives at 3 m
1.
2. Company Overview
OPERATING INFORMATION
•60 Countries, 35 with laboratories
•35 distinct business units
•Manufacturing in 29 countries
•Holds 569 U.S. Patents
•In 2007, 3M spent 6% of its gross revenues on
R&D
•2007 Sales: $24.5 Billion,
63% from outside United States
•76,000 employees,
7,000 Researchers
3. Company Overview
• US based 3M(Minnesota, mining and manufacturing co.
• In 1930 company started central research lab.
• Gained significant mileage from Niel Armstrong.
•Founded in 1902 in
Two Harbors, MN
•1906 - headquarters
moved to Duluth, MN
•1921 - first commercial
success: Waterproof Sandpaper.
•1925 - Scotch® Branded Masking tape and entirely new cellophane-based tape called
“Scotch Tape”.
4. HISTORY
•In 1946, 3M became a
publicly traded company
on the NYSE.
•In the 1960s & 70s, 3M
began a rapid expansion
into multiple industries
including display and graphics, video
production, and digital audio equipment.
•In the 1980s, 3M introduced the “Post-It® Note” product line.
Company Overview
5. Company Overview
HISTORY
•By 1996, 3M expanded to
the data storage industry
and spun off the Imation
corporation.
•Today, 3M is one of the 30
companies included in the
Dow Jones Industrial
Average.
•3M is ranked 101 in the Fortune 500.
6. Company Overview
MARKET-LEADING BUSINESSES
• Consumer and Office
• Display and Graphics
• Electro and Communications
• Health Care
• Industrial and Transportation
• Safety, Security and
Protection Services
8. What is Knowledge?
The Old Pyramid
• data
• information
• knowledge
• wisdom
Information that changes something or somebody—
becoming grounds for action by making an individual, or
institution capable of different, more effective action
9. • Knowledge Originates and Resides in the Heads of People and the
Two Types of Knowledge
• Explicit – knowledge that is codified, recorded, or actualized into some form outside
of the head
• Books, periodicals, journals, maps, photographs, audio-recordings
• Webpages, websites, portals
• Tacit – Knowledge from experience and insight, not in a recorded form, but in our
heads, intuition
• Intellectual capital -
• Doesn’t mean much unless packaged in useful ways
• technology and global environment is redefining “useful ways”
10. • Librarians use to managing stuff
• Books
• Magazines
• Cassettes
Administrators use to managing stuff
• Buildings and furniture, land
• People
• Money
Automators use to Managing Stuff
• Computers
• Fiber optics
• Bandwidth
Shift from Managing Stocks of Stuff to Managing Flows of Knowledge
11. Knowledge Management involves blending a company’s internal and external information
and turning it into actionable knowledge via a technology platform
KM is an effort to capture information that exists in organization, usually based on the
experience and learning of employees. The eventual goal is to share knowledge among
members of the organization
12. • Follows 15% rule
• Realigned into market centrered group to focus on building
customer loyalty
13. • Company’s six independent call centre manned by a dedicated team
of agents for handling customer queries
• Customers called in to ask about the products and services offered.
• 3M launched increasingly sophisticated and complex products.
• Customer queries became diverse and more complex
• Call centre agents handeled 1400 queries per day and found it difficult
to answer
• It became difficult for employees to be trained across all product line
14. • All unsolved queries had to be transferred to R&D expert
• As many as 18% of the calls were being transferred
• Customers were forced to repeat their stories to each agents and
experts
• Agent had no mechanism to know whether it had been solved or not
• Expert spent a lot of time handling queries
• It decided to employ CRM and KM solutions
15. Implementation and benefits
• 3M identified that training time and abandoned rated and improving
solution accuracy
• Create a 14-member task force for exploring available technology
options
• Task force decided to implement Remedy Action Request System
(RARS)
• Reason for selecting
• easy to integrate with many leading KM solution products
• Did not require additional programming before implementation
16. Implementation and benefits
• 3M selected Primus eCRM solution offered by Primus Knowledge
Solution
• Chosen because it was compatible with 3M’s existing hardware and
software infrastructure
• It allowed immediate sharing of newly developed solutions
• It consisted of a Desktop client software, primus eserver and primus
support
• It used Associative search engine for search and retrieval of Info.
• Adopted Pilot Implementation
17. Result
• Employees able to resolve a high % of calls and call transfer reduced
• Training time for new agents declined
• Agent found new system efficient and simple to adapt
• As soon as, the customer called , the agent checked information
about the customer
• Customer problem were fed into system and software gave probable
solution
• Option of pressing on screen button
18. Result
• Access to critical Information
• Agents could use natural language statements
• Agents received a list of possible solutions
• If agents fail to provide the solution then quemultipry will be forwarded
to experts
• During the initial call, data could be saved in the system
• Queried data is save in the system so that others can refer it
• Hiring agents who could do multiple tasks
• Started with post sales customer support division
19. Extending the benefits
• Company made the knowledge available for internal self service through corporate
intranet
• Implemented self service extranet with an online troubleshooting option
• Website for individual customer
