assignement 1 cimm

8/19/2019 Assignement 1 CIMM

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Contents Task 1.........................................................................................................................21. Explanation on the concept of knowledge management and its roles in

relationship marketing for KPJ healthcare Berhad......................................................2

2. Explanation on the ways that CT can s!pport the c!stomer relationship

management process in the KPJ healthcare Berhad..................................................."

#. $escription of the %ene&ts of c!stomer relationship management in the KPJ

'ealthcare Berhad......................................................................................................(

". )ake recommendation for the impro*ement in c!stomer relationship

management for KPJ 'ealthcare Berhad....................................................................+

Task 2.........................................................................................................................,

1. Carry o!t a stakeholder analysis for Cons!mer -ssociation of Penang C-P/ and

'ospital 0aa Permais!ri Bain!n.................................................................................,

2. $escri%e the nat!re of the relationships with c!stomers within Cons!mer

-ssociation of Penang and 'ospital 0aa Permais!ri Bain!n....................................12

#. Compare methods !sed in marketing within the KPJ 'ealthcare Berhad 'ospital

0aa Permais!ri Bain!n and Cons!mer -ssociation of Penang C-P/.......................1#

". Explain the key iss!es in*ol*ed in marketing in 0!ral Transformation Centre

0TCs/ as a *irt!al organi3ation................................................................................14


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Task 1

1. Explanation on the concept of knowledge management and its rolesin relationship marketing for KPJ healthcare Berhad.

-ccording to 5roof and Jones 266#/ there are three important concept of

knowledge management which are data information and knowledge. The

data is raw and witho!t connection and can exist in any str!ct!re !sa%le or

not. 7or example n!m%ers in a spreadsheet are data. -s in KPJ 'ealthcare

Berhad of co!rse there will %e the collection of data of their patients. 8hile

information is the data that has %een gi*en meaning. 9s!ally the

spreadsheets ha*e %een !sed to create the information from all the collection

data that has %een collected. -fter the data of the patients %een collected

the KPJ 'ealthcare Berhad will create the data transform to the information

form. Then third of the concept is knowledge which all the information will %e

com%ined. The information of the patients will com%ined with !nderstanding

then ena%les action.

These knowledge management also di*ided to two main types of knowledge

which are explicit and tacit knowledge. Explicit knowledge is academic

knowledge or :know;what< that is descri%ed in formal lang!age print or

electronic media often %ased on esta%lished work processes !se people;to;doc!ments approach. n the KPJ 'ealthcare Berhad they also applied these

explicit knowledge. There will %e a trainer that may not ha*e cond!cted we%;

%ased training %efore %!t %ased on what the trainer has read and heard from

others he or she may know the exact se=!encing of steps to log in to the

8e% session and cond!ct the training.

Tacit knowledge is practical action;oriented knowledge or :know;how< %ased

on practice ac=!ired %y personal experience seldom expressed openly often

resem%les int!ition. Personal experience is a tacit knowledge. 'owe*er when

the person doc!ments the experiences then it will %ecomes explicit

knowledge. n KPJ 'ealthcare Berhad the company make a :training doctors

to %ecome specialists< and :smart partnership


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'ealthcare Berhad will tap on the skills of its specialist as it expands into the

postgrad!ate training of doctors. Thro!gh this program the n!rses will %e

trained for its own specialist hospitals as well as other hospitals in the

co!ntry. Prof >okman said that a%o!t 466 places are o?ered !nder the

postgrad!ate clinical specialist programmed at 9ni*ersiti Ke%angsaan

)alaysia 9K)/ 9ni*ersiti )alaya and 9ni*ersiti @ains )alaysia. 9ni*eristi

P!tra )alaysia the nternational slamic 9ni*ersity )alaysia and 9ni%ersiti

Teknologi )-0- ha*e also started o?ering the specialist training. KPJ in the

Aews 2612/.

7!rthermore thro!gh :smart partnership< program KPJ 'ealthcare Berhad

will colla%orate with 9K) in order to implement the postgrad!ate

programme. This also one of tacit knowledge that has %een done in KPJ

'ealthcare Berhad. They will exec!te the 9K) ed!cational mod!les %!t with

the inno*ation and deli*ery methods that s!it them. By this the training of

these doctors will %e like an apprenticeship which is one;to;one %asis. KPJ in

the Aews 2612/. These specialists will assess their st!dents skills and

knowledge. This showed one of the excellent example of a smart partnership

%etween p!%lic and pri*ate higher ed!cation instit!tions in order to deli*er an

inno*ati*e specialist training programme.


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2. Explanation on the ways that IT can s!pport the c!stomerrelationship management process in the KPJ healthcare Berhad

KPJ 'ealthcare Berhad has implemented )icrosofts Dce #4( and clo!d

sol!tions in order to !pgrade and moderni3e its o*erall T infrastr!ct!re. KPJ

'ealthcare streamlines T ops with Dce #4( 261#/. The company !sed

these T %y standardi3ation of Dce s!pport for in;ward applications and all

the KPJs data center was set !p on )icrosoft ri*als platform to host its

'ospital nformation Technology @ystem and Clinical nformation @ystem. By

!sing )icrosofts Dce #4( and clo!d sol!tion in KPJ its %ecome more

comprehensi*e easy to deploy sol!tion and its will comes with long term

c!stomer s!pport.

Thro!gh this implementation KPJ 'ealthcare Berhad a%le to make

standardi3ation of its email systems to the clo!d;%ased Dce #4( for the

%oth T s!pport team and also the hospital sta? end;!sers. This will make KPJ

'ealthcare Berhad easier to manage their c!stomers and at the same time

create a good relationship with the c!stomers as well. n 261" KPJ 'ealthcarehas %een awarded for :Excellence in 'ealthcare T mplementation


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f!rther enhance prod!cti*ity and =!ality of care empowering tolerant

gro!ping as per their own clinical re=!irements rather than %y their ailment.

P>-F@T0E -PP>C-TA

". #escription of the $ene%ts of c!stomer relationship management inthe KPJ &ealthcare Berhad

C!stomer 0elationship )anagement C0)/ has %een recogni3ed since the

mid of 1GG6s and there are many ind!stries or companies experiencing

increased demand from their c!stomers for higher =!ality and less f!33y

access to ser*ice. t sho!ld %e a s!ccessf!l C0) if the company a%le to meets

the %!siness o%ecti*es s!ch as c!stomer ac=!isition c!stomer retention

c!stomer satisfaction c!stomer loyalty %etter c!stomer ser*ice or any

o%ecti*es set %y the company.

ne of the %ene&ts of C0) toward KPJ 'ealthcare Berhad is impro*ed

c!stomer experience toward the hospital. Thro!gh the C0) patients are

more easily and precisely segmented their re=!irements identi&ed and

%eca!se the stat!s of a KPJ 'ealthcare Berhads relationship with them is

acc!rately tracked. ther than that KPJ 'ealthcare Berhad also can interact

with them de&nitely at the right times leading to more sales faster sales and

higher c!stomer retention and satisfaction. C0) will empower the clinic to

send the right message to the right indi*id!als at the perfect time in this

manner permitting them to take %etter care of their well%eing. These

additionally can help client de*otion. 8ith respect to ill!stration KPJ

'ealthcare Berhad can send ladies t!rning "6 a s!ggestion to get a

mammography. n the meantime KPJ 'ealthcare Berhad can o?er a incenti*e

for example a markdown co!pon to a spa.

@econd thro!gh C0) its also gi*e %ene&ts in term of %y impro*es the

%ottom line of the company. - C0) allowed the KPJ to foc!s on their e?orts

on the most pro&ta%le c!stomers patients or doctors/ and indi*id!als who


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Hresem%leH hospital most prod!cti*e clients. 7or example in the e*ent that

the hospital are doing an ad*ancement for prostate screenings C0) will

allow KPJ to target men who not !st are well on the way to re=!ire these

ser*ices howe*er will likewise %e more gainf!l clients for KPJ. C0)

additionally can enhance KPJ %ottom line %y %ringing down the marketing

cost. @ince KPJ know the %est indi*id!als to market to what to market to

them and which interchanges channels to !tili3e the company dont need to

spend thro!gh cash promoting to others.

7!rthermore the other %ene&ts of C0) is a%le create a good colla%oration.

Thro!gh the C0) KPJ 'ealthcare Berhad a%le to mo*e away from tools s!ch

as spreadsheets which will appear to %e entirely f!nctional %!t fall short in

*ariety of areas. ne of the %iggest colla%oration is e*en in a small

organi3ation the entire c!stomer lifecycle is typically too complex to %e

managed e?ecti*ely %y one person. -s in KPJ 'ealthcare Berhad itself the

company is !sing clo!d;%ased C0) platforms that will allows for the

employees in m!ltiple departments to %e more e?ecti*ely manage their

c!stomer relationships and also to see the %ig pict!re at any time.

>astly thro!gh C0) it also can help the company to achie*e their goals %y

making impro*ement of the health of comm!nity. This might appear to %e

!nreasona%le since the company might %e decreasing the =!antity of

indi*id!als to whom they are target. 'owe*er consider itThro!gh foc!sing

on the company is sending their messages to the general pop!lation who

most need the ser*ices. Enhancing the main iss!e will free !p assets for

charity care and di?erent acti*ities to help the company %etter ser*e to the

entire gro!p.


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'. (ake recommendation for the impro)ement in c!stomer relationshipmanagement for KPJ &ealthcare Berhad.

n order to make an impro*ement in c!stomer relationship management forKPJ 'ealthcare Berhad the company sho!ld make the C0) system easy to

!se for their employees. -ccording to Aikola!s Kimla CE of Pipelinersales

he said that research the potential C0) 0 for e*ery concerned employee

and department %efore C0) p!rchase. @chi? 261"/. -ll the employees in KPJ

'ealthcare Berhad sho!ld know how to !se the C0) system. The company

itself need to &nd o!t what each of their employees really want from C0)

and what it needs to do for them as well. The implementation of C0) co!ld

%e diDc!lt to %e done if the KPJ !na%le to g!ide their employees on how to!se the C0) system. ts also *ery important for KPJ to c!stomi3e the C0)

system in order to make the C0) is &t with the needs of all their employees

and also the cons!mer.

@econd the data of C0) system sho!ld %e !pdated or !p to date. The C0)

that !sed %y KPJ 'ealthcare Berhad sho!ld ha*e a consistent process in order

for !pdating and managing the patient data. There will %e diDc!lties to get

all the sales representati*e in order to enter the c!stomer information e*ery

time they are working on a deal. 'owe*er the KPJ 'ealthcare Berhad can

pro*ide an easy;to;!se application that will ens!re the gen!ine data is

collected e*ery time. The KPJ itself also need to spend the time and money

for keeping the data of their c!stomers fresh clean and !p to date.

7!rthermore a great spot to %egin is to exec!te proced!res to anticipate and


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e*ac!ate copy records aDxing and cleaning information with redesigned

&rmographic *aria%les and keeping email addresses clean and Iagged when

they are o%ser*ed to %e in*alid. @chi? 261"/.

-part from that the other impro*ement that can %e made is %y doing the

colla%oration with other social media. KPJ 'ealthcare Berhad can make an

integration on their C0) with the social medial platforms s!ch as 7ace%ook

Twitter and else. Thro!gh these colla%oration it will allows !sers to insert a

new contacts email address and detect *irt!ally e*ery social media pro&le

related to the email address. 8ith access to these social media pro&les KPJ

can see where their leads and contacts fre=!ently post. Thro!gh these

impro*ements the KPJ 'ealthcare Berhad sho!ld %e a%le !sed the C0)

system %etter and lead to good performance of the hospital.

Task 2

1. arry o!t a stakeholder analysis for ons!mer *ssociation of Penang+*P, and &ospital -aa Permais!ri Bain!n

@takeholder analysis is the techni=!e !sed to identify the key people who

ha*e to %e won o*er. -ccording to 7reeman 1G,"/ a stakeholder is any

person or organi3ation who can %e positi*ely or negati*ely impacted %y or

ca!se an impact on the action of a company. The importance of !sing

stakeholder analysis is to identify the en*ironment of the company identify

stakeholders :s!ccess criteria


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/E0E/ I3TE-E4T

P 1 5 E -

/5 &I6&

/5 - )inimal e?ort/

;Contri%!tors

BKeep informed/

;Participants

&I6& CKeep satis&ed/ $Key players/

;$epartment of

en*ironment of Penang

)inistry of $omestic Trade

of Penang

;Co;operati*es

cons!merism of Penang

;5o*ernmentBased on the &g!re most of the stakeholders are %ecome the key players of

the strategy %een done. These stakeholders ha*e a high power and high le*el

of interest. @ince the campaign was the colla%oration among the C-P with

$epartment of En*ironment )inistry of $omestic Trade and Co; operati*es

and cons!merism of co!rse they ha*e their own power for managed the

campaign. These stakeholders were the organi3er of the campaign in

con!nction with 8orld En*ironment $ay on 1( J!ly 2612 at Kepala Batas

Penang. -part from that these stakeholders ha*e high le*el of interest

toward the campaign %eca!se they reali3e the %ene&ts of these campaign to

the participants and also the comm!nity. Cycling is good for health and its

can red!ces death risks. Thro!gh cycling the organi3er also reali3e that these

can take good care of the en*ironmental that lead healthy cons!mer.

Then the participants of the campaign were categori3ed as in B keep

informed/ which they ha*e a low power and high le*el of interest. The

participation was free and open to the p!%lic that interested to oin with. The

participants ha*e low power %eca!se they did not ha*e any power toward the

campaign either to decide to manage the campaign. They only the person

who got interested with the campaign since the campaign will %e the

mo*ement for good health and en*ironmental and economic s!staina%ility.


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7!rthermore these participants also will get many %ene&ts from the

campaign and its free of charge.

>astly is the contri%!tors toward C-P. These contri%!tors are the donor that

sincerely donate to C-P in term of monetary or work force. They can %e

categori3ed in - minimal e?ort/ which has low power and low le*el of

interest. @ince the contri%!tors are not &x e*ery time which they are from

di?erent person of co!rse they did not ha*e high power toward the

campaign. They will %e !st agree with the strategy as long as the strategy

will gi*e the %ene&ts toward the comm!nity. The le*el of interest also will %e

low %eca!se they did not *ery interested with the strategy since they are !st

gi*ing the donation sincerely.

'ospital 0aa Permais!ri Bain!n has in*ol*ed with one new strategy named

EK@- Ekosistem Kond!sif @ektor -wan/. The EK@- a%le has taken initiati*es

to impro*e the implementation of (@ practices which now re%randed to

:Ekosistem Kond!sif @ektor -wam EK@-/ope -hmad %in 0aa -riDn is the director of '0PB will ha*e high power

and high le*el of interest. thers than that the other stakeholder are the

comm!nity patients go*ernment employees and %oard of director.

/E0E/ I3TE-E4T/5 &I6&


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P 1 5 E -

/5 - )inimal e?ort/ BKeep informed/

;Patients

;Employees

&I6& CKeep satis&ed/

;5o*ernment

$Key players/

;$irector

;Board of director

Based on the ta%le the director is the key player that has high power and

high le*el of interest toward the strategy that has %een implemented. The

director is play the important roles for deciding the implementation of EK@-.

f the director did not agree with the implementation of the EK@- it cannot

%e done %!t if he agree with that implementation then the EK@- can %e done

for '0PB. Then the le*el of interest also high %eca!se he will one of the

stakeholder that interested to do the implementation of EK@-. These EK@-

will gi*e the %ene&ts toward the hospital itself which a%le to increase the

corporate image of the hospital that will %ring to the good =!ality of the

hospital.

Then the %oard of director also the key player that ha*e a high power and

high le*el of interest toward the implementation of EK@- in '0PB. The %oard

of director will %ecome the important person in the organi3ation of hospital

since they will %e the s!pporti*e for the director. n the meeting these %oard

of director will gi*e the s!ggestion and make a decision together with the

director. f co!rse the %oard of director ha*e a high le*el of interest toward

the implementation of EK@- since they will the one who implement the

strategy in the hospital. Thro!gh the implementation of EK@- its will create

creati*ity and inno*ation of acti*ity and also enco!rage the practice of 5o

5reen.

8hile the go*ernment is categori3ed as keep satis&ed that has a high power

and low le*el of interest. @ince the '0PB is %ased on the go*ernment the

go*ernment has high power toward the hospital. The go*ernment has

pro*ided the &nancial for the hospital that owned %y the go*ernment. 8hen

the go*ernfment ask all the go*ernment hospital to implement the EK@-


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then these go*ernment hospital sho!ld follow the instr!ction gi*en. 'owe*er

the le*el of interest is low %eca!se the go*ernment is not the one that will

arrange the implementation %!t the go*ernment only gi*e the order.

The patients and the employees of '0PB categori3ed in B keep informed/

which they ha*e low power %!t high le*el of interest. The patients as the

cons!mer of the hospital and of co!rse they want the %est ser*ice %y the

hospital. Thro!gh the EK@- the arrangement and facilities in the hospital will

%e %etter that can ser*e the patients with high satisfaction. Then the

employees will %e the person who make s!re the implementation of EK@-

clearly %e done. B!t they did not ha*e high power to against these

implementation.

2. #escri$e the nat!re of the relationships with c!stomers withinons!mer *ssociation of Penang and &ospital -aa Permais!riBain!n

Cons!mer -ssociation of Penang has create a good nat!re of relationship with

their c!stomers thro!gh organi3ing an :9r%an 5arden Training< with whom

that keen in practicing own gardening as well. 9r%an 5arden Training 2614/. The training was held on 12th )arch 2614 at C-P oDce in Penang. n these

training C-P has made the demonstration on con*erting the kitchen waste

into compost pot mixt!re and techni=!es of growing *egeta%les. The C-P will

%e together with the cons!mers that interested to oin the training which its

ena%le C-P to create a network %esides of creating good relationship with the


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comm!nity. -part from that these :9r%an 5arden Training< also %ene&cial

toward the en*ironmental and the p!%lic itself. t is *ital for s!staina%le

agric!lt!re.

-ccording to the )alaysian nsider one of the participant that li*es in a

do!%le storey terrace home practice the :9r%an 5arden Training< e*en

tho!gh his home has limited space. 'is *egeta%les are all organic which are

!sing only compost to fertili3e them. Thro!gh these training its %ecome one

of so!rce of income since he needs to %ear his nine children. 7!rthermore he

said that in a day its can sa*e 0)1( which is a%o!t 0)"66 a month on food.

Therefore C-P has create the awareness toward the comm!nity and at the

same time C-P a%le to make a good relationship with the cons!mer.

'ospital 0aa Permais!ri Bain!n colla%orate with Per%adanan Pem%ang!nan

Pertanian Aegeri Perak PPPAP/ organi3e a campaign named as :Kempen

$erma $arah< 'ospital 0aa Permais!ri Bain!n 'argai @okongan PPPAP

2612/.Thro!gh these campaign the hospital can increase the health

awareness among the cons!mer and at the same time these will promote the

image of the hospital. -part from that the hospital also make an exhi%ition

and medical check!p toward the workers of PPPAP. The program also saw the

attit!de of high concern among employees of PPPAP when a corporation had

%een recei*ed *ery enco!raging. ts also create a good relationship with the

p!%lic that participate with the campaign.

". ompare methods !sed in marketing within the KPJ &ealthcareBerhad7 &ospital -aa Permais!ri Bain!n and ons!mer *ssociationof Penang +*P,

KPJ 'ealthcare

Berhad

'ospital 0aa

Permais!ri Bain!n

Cons!mer

-ssociation of

Penang C-P/Prod!ct ;'igh;tech

e=!ipment

nno*ati*e clinical

comm!nications

;'ealth ser*ice

;)edical check;!p

;@pecialist Clinic

Complex

;7oc!s on

ho!sehold children

women men

;Pro*ide information


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technology/

;7!lly e=!ipped

with *ario!s

facilities 2(

hospitals in

)alaysia 2 inndonesia 1 in

Thailand and 1 in

Bangladesh

;KPJ 9ni*ersity

College

;$aily Care

Complex

;GG6 %eds 14

operation halls

to cons!mer

; C-P )oney tips

; C-P health tips

; C-P ho!sehold tips

; C-P food tips

; C-P green tips

Price 'igh

@!per del!xe

class pri*ate class

c!%ical class

;Control %y

go*ernment

;7ree medicines

;Aon monetary

incenti*es

Place ;The hospital that

operate in

)alaysia

ndonesia Thailand

Bangladesh

;'ealth to!rism

;KPJ 7ace%ook

;Dcial we%site ;Dcial we%site

Promotio

n

;Joint *ent!re with

To!ch A 5o @dn

Bhd %y o?ering a

1(L disco!nt on

Exec!ti*e

@creening Packages

to all To!ch As 5o

cardholders.

;Joint program with

@C@ which all

workers aged "6

a%o*e who

contri%!te to the

national social

sec!rity

organi3ation will %e

entitled to free

health screening.

;-ttract

shareholders %y

o?ering disco!nt

;Promote medical

colleges

;8ord of mo!th

%eca!se the

patients who come

to a hospital

generally ha*e the

old patients of that

hospital as

referrals.

;)edia s!ch as

newspapers

maga3ines o!rnal

;Press release

Physical ;-nn!al report ;Employee dress ;0eport from media


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e*idence ;-ward

infrastr!ct!re logo

;Emergency room

;'ospital co!nter

;)edical records

management

;-ward certi&cate

)@ @ G661;Ba%y;friendly

hospital

;

Process ;

!tpatientmeeting

doctor at appointed

time;diagnosis;

treatment;

simple

medication/

inpatient

npatient Joining

phase;the

intensi*e

cons!mption

phase;

detachment

phase/

People ;@takeholders

employees

c!stomers

;11424 employees

Employees

doctors n!rses

s!pporting sta?

;Mol!nteers

;Patients clients

c!stomers

prospecti*e patients

pro*iders sta?

management

Based on the prod!ct these organi3ation ha*e some same prod!ct and also

di?er a little. The KPJ 'ealthcare Berhad is one of pri*ate organi3ation which

is )alaysias leading pri*ate healthcare ser*ice pro*ider. These organi3ation

has high technology e=!ipment and mostly they pro*ide an inno*ati*e

clinical and comm!nications technology. ts f!lly e=!ipped with *ario!s

facilities. KPJ has 2( hospitals in )alaysia 2 in ndonesia 1 in Thailand and 1

in Bangladesh. KPJ also o?ered the KPJ 9ni*ersity College. Then 'ospital 0aa

Permais!ri Bain!n '0PB/ is one of the go*ernment sector organi3ation and

categori3ed as )alaysias )inistry of 'ealths third largest hospital after

'ospital K!ala >!mp!r and 'ospital P!la! Pinang. This hospital is o?ering

health ser*ice and also medical check;!p. ts facilities are concl!ded with

specialist clinic complex daily care complex with GG6 %eds and 14 operation

halls. 8hile the Cons!mer -ssociation of Penang C-P/ is non;pro&t

organi3ation that o?ering on the ho!sehold children women and men. C-P is

more to the cons!mer %ene&ts and they will take good care the cons!mer.

-part from that C-P also pro*ide the information to cons!mer a%o!t the

money tips health tips ho!sehold tips food tips and green tips.


16/17

n term of price these three organi3ation ha*e di?erent type

of prices. 7or KPJ since its categori3ed as pri*ate sector the

price will %e higher rather than others. This sector o?ered

s!per del!xe class pri*ate class and also c!%ical class.

There also di?erent price for s!rgery in e*ery specialist

pro%lem %ased on &g!re %elow.

8hile for '0PB the price is control %y the go*ernment. 9s!ally

the patients only need to pay for 0)1 in order to !se the

ser*ice o?ered %y the hospital. 'owe*er the medicines


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pro*ided %y the hospital is free. Then C-P did not &x their

price since they are non;monetary incenti*es. These

organi3ation is not %ased on the pro&t %!t they are

*ol!nteering to help the comm!nity.

'. Explain the key iss!es in)ol)ed in marketing in -!ral Transformationentre +-Ts, as a )irt!al organi8ation

assignement 1 cimm

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