CRM Customer Service
-
date post
17-Oct-2014 -
Category
Education
-
view
3.308 -
download
1
description
Transcript of CRM Customer Service
Unified Communications | Contact Centers | IP Telephony
Customer Relationship Management and
Segmentation
Customer Relationship Management and
Segmentation
Sanjay Diwan
Unified Communications | Contact Centers | IP Telephony
India Customer Services BPO & OSPAIIndia Customer Services BPO & OSPAI
Global capital for Customer Services
Subscribers of AT&T, Sprint, BT, Verizon and more are serviced out of Indian BPO
OSPAI – platform of BPO companies focused on fuelling growth
Contributor to Indian Exports & India GDP
BPO at USD 15 bn is fastest growing segment in IT & ITeS @ 22%
Direct employment to 8 lacs & indirect to over 23 lac people
Unified Communications | Contact Centers | IP Telephony
CRM & Segmentation - AgendaCRM & Segmentation - Agenda
CRM & role of Customer Service
Customer Profiling & Customer Segmentation
CRM Strategy
Technology play in CRM
Unified Communications | Contact Centers | IP Telephony
80% of companies believe they deliver a superior customer experience. Only 8% of their customers agree
Sources:
- Customer Satisfaction in the Multi-Polar World: Accenture 2007 Global Customer Service Satisfaction Survey Report
- Customer Focus Inc.
“…increases in customer service expectations continue to outpace
efforts made by companies to improve service.”
Customer Service Experience GapCustomer Service Experience Gap
The Best & Worst Customer Service Forum
Business Week Article
Unified Communications | Contact Centers | IP Telephony
Any Medium of Interaction with the Organization must generate the same level of Customer Experience.Any Medium of Interaction with the Organization must generate the same level of Customer Experience.
Source: Gartner
Cu
sto
mer
Exp
erie
nce
Sta
ges
Cu
sto
mer
Exp
erie
nce
Sta
ges
Types of Customer Interaction Types of Customer Interaction
Not Again – “I’m not happy with this” Not Again – “I’m not happy with this” (Occurs more than once)(Occurs more than once)
Zen – “I cant live without this”Zen – “I cant live without this”
Enjoyable – “I really like this”Enjoyable – “I really like this”
Efficient – “This works very well”Efficient – “This works very well”
Functional – “This works well”Functional – “This works well”
Run of the Mill – “Nothing special”Run of the Mill – “Nothing special”
Ugh! – “I didn’t like that” (1 instance)Ugh! – “I didn’t like that” (1 instance)
Loathing – “I hate this and want to leave”Loathing – “I hate this and want to leave”
Visit StoreVisit Store
Click to ChatClick to Chat
Phone Contact CenterPhone Contact Center
Email CompanyEmail Company
SMS AgentSMS Agent
Illustrative Illustrative
Unified Communications | Contact Centers | IP Telephony
If a customer is dissatisfied with the level of service you provide, on
average, 16 other people will find out about it
It costs 5 times as much to attract a new customer as it does to keep an established one
For every customer who
bothers to complain, 26 other customers remain silent
Impact of Poor Customer ServiceImpact of Poor Customer Service
• 70% of complaining customers will do business with you again if you resolve the complaint in their favor
• 95% of complaining customers will do business with you again if you resolve the complaint instantly
Problems Handled Quickly can have positive results
The Bottom Line: A Customers Experience is at the heartbusiness success or failure
Unified Communications | Contact Centers | IP Telephony
Next Competitive Differentiator – Customer Service ExperienceA Little Intelligence Can Make a Big DifferenceNext Competitive Differentiator – Customer Service ExperienceA Little Intelligence Can Make a Big Difference
“I can get help directly from their web site by chatting
with an agent online”
“Now I walk into the store and get expert help via
their video kiosk”
“Now when I call and get the automated system, I can just speak and don’t have to hit all those buttons and
remember all those choices”
“It’s as if they know what I want even before I do”
“I’m mobile most of the time so being able to SMS an expert is a
real time saver”
“I don’t have to repeat myself”
“The experience is the same on the web, on the phone, via chat, It’s great”
“They know who I am when I call and have my information at their fingertips”
“They contact me when they have
information they know I’ll need right away”
Unified Communications | Contact Centers | IP Telephony
Segmentation ProfilingSegmentation Profiling
SEGMENTATION is done basis the Customer and/or Market that an organization wishes to address with differentiated
products or a services
All Strategic CRM initiatives taken by an organization are with an intent to best address identified customer
segments giving them ‘The Best possible Experience’ by design
SEGMENTATION is done basis the Customer and/or Market that an organization wishes to address with differentiated
products or a services
All Strategic CRM initiatives taken by an organization are with an intent to best address identified customer
segments giving them ‘The Best possible Experience’ by design
BasicsBasics
Unified Communications | Contact Centers | IP Telephony
Technology Myths – what it can deliver?Technology Myths – what it can deliver?
# 1 – Technology does not relate to Business Strategy
# 2 - Technology performs task routinely
# 3 - Service Quality is a role of Classroom trainings only
# 4 – Segmentation will need different call-in numbers
# 5 – Technology can not be Fun for customers
Unified Communications | Contact Centers | IP Telephony
#1 CRM enables Business Strategy#1 CRM enables
Business Strategy
CUSTOMER
SEGMENT
CUSTOMER
SEGMENT
IVR SELF-SERVICE
IVR SELF-SERVICE
CONTACT CENTER
CONTACT CENTER
EXPERIENCEZONES
EXPERIENCEZONESKIOSKSKIOSKS
Unified Communications | Contact Centers | IP Telephony
#2 Technology can play a ‘Predictive Role’#2 Technology can play a ‘Predictive Role’
The amount of calls you can listen to
The meaningful calls you need to focus on
Switch from focusing on “What happened?” to
“Why it happened?” and “What is likely to happen?”
Focus on the meaningful interactions
Make sure efforts are invested in the right place
Gain valuable business insights
Use knowledge to influence future processes & interactions
Unified Communications | Contact Centers | IP Telephony
Technology helps Learn & AdaptTechnology helps Learn & Adapt
Adaptive Refinement
Extract Insights
InteractionCategorization Processing Modeling
Trends analysis Mining Root Cause Analysis
100% Interaction Analysis
● Services levels
● Sales Effectiveness
● Productivity
● Customer retention
Business Insights
Adaptive Interaction Analytics Methodology
Unified Communications | Contact Centers | IP Telephony
Technology Captures & helps Adapt – HOW?Technology Captures & helps Adapt – HOW?Voice
Capture
ClearSight Manager
Manage Insight Transcript
Data Mining
In-depth queries
Comprehensive Reports
Alerts
Phonetic Indexing
Emotion Detection
Talk Pattern
Other Technologies
Unified Communications | Contact Centers | IP Telephony
#3 Enable Enhance Service Levels of Agents#3 Enable Enhance Service Levels of Agents
Performance Management:
• Integrates data from all systems
• Monitors key metrics• Sends automated alerts
Interaction Analytics:
• Uncovers insights from the data to determine action
Action Plan Developed:
• Analyst and Enterprise stakeholders develop plan to leverage the insights
WFM:• Agents automatically
scheduled to review Coaching package at appropriate time
Improvementsmeasured
360 Degree Performance Analysis
Unified Communications | Contact Centers | IP Telephony
1 number, Multiple Modes, Seamless Experience1 number, Multiple Modes, Seamless Experience
Any time, Any where
Know my history
Consistent Information Access
Multi-channel integration
Personalized Service
Consistent Customer Experience
Customers
FNB Employee in the
Virtual Contact Center
Customer
Fax
SMS
Mobile
Phone
Web
Agents
Hello Ms. Johns, I see the email you sent us yesterday to confirm
your web order, and it will arrive tomorrow.
Avaya Multimedia Contact Center
Unified Communications | Contact Centers | IP Telephony
#5 Technology & Fun#5 Technology & Fun
Contests
Games
How to make it lively experience .
– Surprises
– Juke box
– And … food for thought!
Unified Communications | Contact Centers | IP Telephony
Technology can do more then we thought!
Technology can do more then we thought!
Unified Communications | Contact Centers | IP Telephony
The spirit of AGCLThe spirit of AGCL
Thank You!