Transforming the Customer Experience

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  • 1. Transforming the Customer Experience “Customer Centricity & the Customer Experience Center” Mark Newhall VP, Program Management / Continuous Improvement / Customer Care Corporate Express North America Email: m.newhall@cexp.com Track: Service & Support Executives
  • 2. 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
      • Desktop Software
      • Promotional Products
      • 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
  • 3. Problem!
    • 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.
  • 4. 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
  • 5. 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?
    • Telephony controls
    • Screen pop to SF.Com displays customer CRM file
    • Integrated views to information through tabbed browser windows
  • 6. 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
  • 7. Supervisors View of CSRs – Real-Time Information
    • Skill group views
    • Agent states and real-time view selection
    • Real-time graphical display
    • Integrated tabbed browser
    • Tool bar
    • Real-time tabular display
      • Supervisor Desktop
  • 8. Derived Benefits
    • 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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