Customer Relationship Management (CRM) is a strategic function at Frasers Property designed to foster long-term customer relationships, enhance satisfaction, and drive loyalty.
The MBCO defines the minimum acceptable level of services Frazers Property must sustain during a disruption to meet core business objectives.
Below is the structured MBCO for the “Customer Relationship Management” function:
To define the minimum acceptable level of CRM services required to sustain customer trust, operational continuity, and regulatory compliance during an incident, emergency, or disaster.
Critical Business Function |
MBCO Statement |
RTO |
RPO |
|---|---|---|---|
| Customer Data Management | Maintain access to critical customer data (e.g., contact details, transaction history, service agreements). | ≤4 hrs | ≤1 hr |
| Communication Channels | Restore customer-facing channels (email, phone, customer portal) to 90% availability. | ≤2 hrs | N/A |
| Service Requests & Resolution | Prioritise resolution of urgent customer issues (e.g., maintenance requests, safety concerns). | ≤2 hrs | N/A |
| Transaction Processing | Ensure essential transactions (e.g., lease agreements, payment processing) are functional. | ≤4 hrs | ≤15 min |
| Customer Support | Operate core support channels (helpdesk, live chat) at 50% capacity for critical inquiries. | ≤6 hrs | N/A |
| Compliance & Data Security | Maintain GDPR/PDPA compliance for customer data, even in degraded systems. | Immediate | N/A |
IT Infrastructure: Backup servers/cloud systems for CRM databases.
Staff Availability: Cross-trained employees to manage critical CRM tasks remotely.
Third-Party Services: SLAs with cloud providers (e.g., AWS, Microsoft Azure) for rapid failover.
Communication Tools: Redundant VoIP systems and customer portal hosting.
Assumptions:
Backup power and remote work capabilities are available for staff.
Critical customer data is encrypted and stored off-site/in the cloud.
Constraints:
Limited CRM functionality during the initial recovery phase (e.g., no analytics/reporting).
Reduced staff capacity may delay non-urgent requests.
Frasers Property’s CRM MBCO ensures:
Customer data integrity and accessibility within 4 hours.
Urgent service requests are resolved within 2 hours.
Core communication channels were restored within 2 hours.
Compliance with data protection laws at all times.
Testing: Biannual drills simulating CRM system failures.
KPIs: Measure RTO/RPO adherence, customer complaint rates, and transaction success during recovery.
Updates: Revise MBCO annually or after significant CRM system changes.
Summing Up …
This MBCO ensures Frasers Property maintains customer trust, operational resilience, and regulatory compliance during disruptions while balancing resource limitations.
| Ensuring Continuity: BCM Best Practices for Frasers Property | |||||
| C1 | C2 | C3 | C4 | C5 | C6 |
| C7 | C8 | C9 |
C10 |
C11 |
C12 |
| C13 | C14 | C15 | C16 | C17 | C18 |