Brisbane Chapter - Customer Relationship Management

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Brisbane Chapter Forum Event

Customer

Relationship

Management

Tuesday, 14 June 2011 Gerard Reilly Director, BBS Frances Kinman Associate, BBS

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Who are CoreNet Global?

• the World's leading association for Corporate Real Estate (CRE), property and workplace related

professionals.

• a global learning organisation, it is the industry thought and opinion leader.

• a membership base of over 7,000 corporate real estate and workplace executives, service providers and

economic developers.

(Brisbane – a small but effective Chapter)

• reflects the industry's focus on integrating the management of corporate assets, the workplace and infrastructure

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Brisbane Chapter Sponsors

Diamond Sponsor

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Coming Events

12 July 2011 – Chapter Forum (5.00pm to 7.00pm)

Topic: “Safety – A CRE Perspective”

30 August 2011 – 2011 Brisbane Symposium

“What are the issues keeping CRE Managers awake at night”? Issues Forum – All Day Event

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The Brisbane Chapter Website is at:

http://community.corenetglobal.org/CORENETGLOBAL/Brisbane/Home/Default.aspx

http://brisbane.corenetglobal.org/corenetglobal/brisbane/Home/Default.aspx

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1 .

Introduction

(Frank Riley, Immediate Past Chapter Chair)

2. Panel Member Presentations

3. Open Forum – Q&A Session

4. Networking, Drinks and Nibbles

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Our Speakers

Gerard Reilly Director, BBS

Frances Kinman Associate, BBS

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Strengthening Customer Relationships

in Corporate Real Estate

CoreNet Global Forum – 14th _{June 2011}

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Customer Loyalty

What are the key factors that form customer

loyalty?

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Customer Loyalty

Latest research is showing that

corporate

reputation

impacts on

customer loyalty

as

much as customer satisfaction and

product/service quality

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Who impacts on your

reputation?

Customers Staff & Shareholders Media Government The wider community The industry/ unions

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Overview

• Managing traditional media

• Managing a crisis

• Managing social media

• Managing stakeholders and the community

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Why manage the media?

The media shapes perceptions

+

Perceptions shape behaviour

Customers Government Shareholders

Industry

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How do they operate?

• 55% rely on press releases to generate the majority of their stories • 70% source stories from the PR industry (media releases or pitches) • Average journalist receives 101 press releases a day

• Over 98% of journalists regularly use the internet while newsgathering • Journalism is a young profession, with 75% of journalists aged under 40

• 90% of journos were more likely to consider a story idea from a PR person they knew and had successfully worked with in the past.

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What is your role?

Journalists need you for:

Expert comment (at least one per story) Facts/figures/data/statistics

Photos/visuals

Just as people like to do business with

who they know, media like to do business

with talent they know and can rely

on.

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What is a crisis?

•

Anything that adversely affects the operation of an organisation and/or adversely impacts on the public’s perception of that organisation

•

It may not be a real crisis, but a perceived crisis, which can be just as destructive

•

Remember you may not be responsible, but

could still be perceived as being

responsible and therefore will be forced to deal with the issue

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Common Crises

•

Staff issues

•

Environmental issues

•

Social issues

•

Fluctuations in industry performance

•

Resignation of key staff member

•

Health and safety issues

•

Change in government legislation

•

Negative reactions to your organisation’s activities

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Crisis Control - Preparation

Day to day crisis management:

Don’t wait. Acting quickly will ensure you keep control of the crisis.

1.

Be aware of issues that could be of interest to the media

2.

Act on any serious complaints

3.

Handle potential crises

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Crisis Control – when IT

happens

1. Appoint a leader/spokesperson 2. Develop key messages and Q&As 3. Draft a “top drawer” media release

4. Other communication to stakeholders e.g. letters to residents, council etc

5. Develop key media contacts to get your side of the story out as quickly as possible 6. Identify positive news stories to create

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Crisis Control – things to

avoid

•

Don’t allow media to wander your site unescorted

•

Don’t let inaccurate information go unchallenged

•

Don’t cut off journalists or get into a heated debate

•

Don’t appear heartless, arrogant or unconcerned

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Social Media

“We use Facebook to schedule the

protests, Twitter to coordinate, and

YouTube to tell the world.”

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Social Media: What is it?

A category of sites that is based on

user participation and user-generated

content.

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Social Media: How do you

manage it?

Are you going to watch or take part?

• Create a Social Media Policy for your organisation • Investigate social media monitoring – Dialogix

• Use it to get key messages to market – in both good times and bad

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Stakeholder &

Community

Engagement

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Stakeholder & Community

Engagement

New Development

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Engagement Tips

• Engage as early as possible • Clearly define the scope –

negotiables vs non-negotiables • Determine their decision-making

role

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Improving your relationship

with the community

• Understand the drivers in the community

• Be mindful of other issues

• Go to them, don’t make them come to you

• Build trust through listening • Be responsive

• Tell them what you have heard and how you have reacted

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Stakeholder & Community

Engagement

New Development

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Your Reputation

New Development Your business Customers Media Govt The community Industry/ Unions

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