Transforming the Customer ExperiencePresentation Transcript
Transforming the Customer Experience “Customer Centricity & the Customer Experience Center” Mark Newhall VP, Program Management / Continuous Improvement / Customer Care Corporate Express North America Email: firstname.lastname@example.org Track: Service & Support Executives
Who is Corporate Express
Subsidiary of Buhrmann NV (NYSE:BUH)
Leading B2B supplier of essential office & computer products and services
2005 sales of $4.6 billion (NA)
Fully-integrated product offering
Office & Computer Supplies
Office Furniture & Design
Janitorial / Sanitary Products
Imaging & Graphics Supplies
Document & Print Management
2,000 Sales Professionals; 550 Customer Care Advisors
INDUSTRY: Distribution of Business Products & Services EMPLOYEES: 20,000 (global) GEOGRAPHY: Global PRODUCT(S) USED: SFA, Service & Support # USERS: 4,600
Problem: Corporate Express (CE) lacked consistency across the 28 customer service centers.
Problem: Customer experience was tough to maintain from one customer service representatives (CSR) to the next. CE customers were having to repeat information from one CSR to another creating frustration.
Problem: Inconsistent “Brand experience” across multiple customer service centers.
Problem: CRM application tools were non-existent. CSR required desktop CRM tools with integrated CTI application that support multichannel and easy to deploy.
Solving Problems … the Move to IP HQ CSR Center PSTN Home-based & Mobile CSR Center Any Customer Cisco CVP (IVR)
Self-Service w/SF.com interface
Call type determines routing
Call queued in voice gateway
Contact logically Queued for appropriate “Skill(s)”
Skill(s) are also: voice, fax and email
Solving Problems … Desktop w/Integrated View HQ CSR Center PSTN Remote CSR Center Any Customer Cisco CVP (IVR) SF.Com
Who is calling? DNIS, ANI, other
What level of customer?
Screen pop to SF.Com displays customer CRM file
Integrated views to information through tabbed browser windows
Solving Problems … Automated Workflows
No programming required
Simple to follow rules for actions
Just enter URL from existing web application
Identify call information to be passed to URL
HTTP Action Screen Post / Get Action Data Action Preview Agent in ready state Inbound call with ANI, DNIS and IVR information Salesforce.com CRM application pops with all caller information Based on ANI, CAD HTTP action opens/navigates salesforce.com to customer file
Web Integration Workflow Example
Call starts ringing
Supervisors View of CSRs – Real-Time Information
Skill group views
Agent states and real-time view selection
Real-time graphical display
Integrated tabbed browser
Real-time tabular display
Integrated desktop for CSRs utilizing Cisco Agent Desktop to Salesforce.com
Multichannel for email, fax and telephony – skills based routing.
Integrated 3 rd party application through Web Browser with “No” programming. Focus on web applications.
Can make changes on the fly to the application base.
Improved utilization with CSR through skill sets and alignment. “Doing more with less”.
CorpEx created the “Customer Experience Center” to …
Identify and support contacts within single customers.
Route calls to right people for answer the first time for “Improved First Call Resolution”
Mine the customer experience
“ Brand the Experience”. Moved from “Transaction” to “Interaction”
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