The document discusses paradigm shifts in customer relationship management. It argues that relationships are becoming more customer-managed through open innovation and co-creation. To enable agility, organizations need the right environment, where serendipity and combinatorial innovation are valued over control, and failure is accepted. The key is moving from traditional CRM models to ones where customers play a greater role in managing the relationship.

1. HRM and Paradigm Shifts
From Customer-Relationship Management to Customer-Managed Relationships!
Prof. dr. Paul Louis Iske
University Maastricht
Chief Dialogues Officer, ABN AMRO

2. The world is getting more and more complex
This asks for Agility
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3. Our beliefs …
“We have no problem , with Agility!”
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De Horst, November 2
nd 2012 3

4. Agile or Trapped in Patterns?
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5. Innovation
Innovation is the process in which value
is created by the application of knowledge
in areas where this didn’t happen before.
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6. key value customer
activities proposition relationships
key customer
partners segments
cost revenue
structure key streams
resources
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images by JAM

7. • Client = Employee  Co-creation (Key Resources, Channels)
• Competitor = Colleague  Open Innovation
• Stranger = Strategic Partner  Combinatoric Innovation
• Crisis = Opportunity  Restructuring
• Succes = Danger  Disruptive Innovation
• Change = Fun  Fashion
• Knowledge = Commodity  Rising Knowledge Economies
• Valuable = Free  Free Content (Revenu Streams)
• Client = Account Manager  Qiy (Customer Relationships)
• Authority = Powerless  Publishers (Knowledge Resources)
• Best Practices = Worst Practices  Land Lines
• Money & Sustainability = Good pair  Green Energy
• IP = Outdated  Open Source
• Diversity = Asset  Ideo
• Certainties = Fake  Portfolio Management
• Risk = Attractive  Insurances
• Poor = Rich  Bottom of Pyramid (Customer Segment, Cost Structure)
• Small = Big  Crowfunding (Cost Structure)
• Play = Serious  LEGO Serious Play (Customer Segment)
• Failure = Blessing  Brilliant Failures
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8. HRM Meets Customer De Horst, November 2nd, 2012 8

9. Who owns Who?
CRM: Customer Relationship Management
OR
CMR: Customer Managed Relationship ?
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10. A well-known formula
NT + OO = EOO
New Technology
Old Organisation
------------------------------- +
Expensive Old Organization
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11. Are we in Dialogue with the customer?
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12. Loyalty vs. satisfaction
Ambassadors
Terrorists
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13. Ambassadors identify themselves
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14. 9 PRINCIPLES FOR ENTHUSIASM (B. Mager)
• Relief: unexpected help, getting rid of tasks, getting rid of
responsibilities, decision support, saving time
• Flexibility: spontaneous reaction, adaptiveness, differing from
standards, caring for individual needs
• Prudence: thinking outside the box, being one step ahead,
consideration of circumstances
• Generosity: excess, lavish, more than the necessary
• Authenticity: sincerity, honesty, transparency, confidence
• Belonging: interaction, synergistic effect, being a part, feeling
supported
• Exclusiveness: rareness, limitation, luxury
• Success: pride, reached aims, affirmation
• Completion: beauty, virtuosity, perfection, ‘the divine’
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15. Loyalty: Sense of belonging
If they use it,
we build
it will will use it ! !
they build itself
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16. HRM Meets Customer
Creativity
Sustaimability
Customer Focus
Outward Lookng
Size
Clear Mission
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Diversity
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17. Creativity, Networking are Spontaneous
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18. An Environment consists of 4 spaces
Social space
Virtual space
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Process space Physical space

19. Environments for Agility (C. Leadbeater)
1. Diversity
2. Selection
3. Perpetuation
4. Co-evolution
5. Unlearning
6. Disruption
7. Simplicity
8. Spare capacity
9. Timing
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20. Creativity
Being multiparadigmatic:
flexibly moving between,
combining and integrating
diverse ideas, perspectives,
intelligences and paradigms
PO
=
Provocative Operation
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21. Increasing the Creativity Score
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22. Perspectives
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23. Combinatoric Innovation
Combinatoric Innovation is the process
of discovering new ways of value
creation by combining and applying
previously disconnected intellectual
capital from two or more sources.
Community of Serendipity
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24. “If we knew what we are doing,
we wouldn’t call it innovation”
Serendipity as key process
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28. HRM Meets Customer De Horst, November 2nd, 2012 28

29. DIALOGUES HOUSE
Home for Innovation, Entrepreneurship,
Sustainability and Collaboration
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32. CONCLUSIONS
• CREATE THE RIGHT, OPEN ENVIRONMENT FOR AGILITY
• SERENDIPITY IS A CRUCIAL BUSINESS PROCESS
• INNOVATION BY COMBINATION OPENS NEW POSSIBILITIES
• THIS REQUIRES TRUST, MORE THAN CONTROL !
• FAILURE IS AN OPTION!
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