Customer Led ECM Change Management (CTGE 442L, CEUs: 1.2)

NOTE: Fall 2003 was the last semester of the
Enterprise and E-commerce Management Program

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Customer Led ECM Change Management (CTGE 442L, CEUs: 1.2)

With so many potential e-commerce technologies and approaches available, translating ECM theory into action (and business results) is the key challenge for every company executive. If you believe the hype, every new Internet technology developed will create significant value for your business. The mistake many companies make is to try to be everything to everyone.

Successful ECM transformation is based on choosing your customers carefully, listening to them strategically and then focusing your efforts on leveraging the tools to build a new, breakthrough customer experience that creates significant value for both the company and your customers.

Learn about the new customer-led approach to successful ECM transformation. Topics include:

• Barriers to change
• The customer-led change management process
• Building a case for change
• Strategic customer listening
• Identifying stretch targets
• Breakthrough customer experience design
• Infrastructure and process alignment
• Release planning for successful implementation

The change management “glue” (critical success factors)

• Leadership
• Customer and company-wide involvement
• Internet connectivity and capability
• Company-wide alignment (processes, organization structure, rewards)
• New cultural rules
• Measurement

Case examples

Objective:

To give you a strong understanding of key success factors and approaches for effective customer-led e-commerce change management.

Activities:

The course is structured around interactive discussions, supported by team exercises, the use of online customer listening tools, guest speakers and case studies. Homework between classes will include the active use of online customer listening techniques and some online information search.

Pre-requisites:

A broad understanding of e-commerce principles, terminology and approaches, some experience using the Internet and a desire to take a customer-led approach to business transformation.

Reading materials:

• Futurize Your Enterprise, by David Siegel (Wiley 1999)
• Other materials provided during the classes

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