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CRM Customer Service

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  • 1. Customer Relationship Management and Segmentation
    • Sanjay Diwan
  • 2. India 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
  • 3. CRM & Segmentation - Agenda
    • CRM & role of Customer Service
    • Customer Profiling & Customer Segmentation
    • CRM Strategy
    • Technology play in CRM
  • 4.
    • Sources:
    • - Customer Satisfaction in the Multi-Polar World: Accenture 2007 Global Customer Service Satisfaction Survey Report
    • - Customer Focus Inc.
    Customer Service Experience Gap 80% of companies believe they deliver a superior customer experience. Only 8% of their customers agree “… increases in customer service expectations continue to outpace efforts made by companies to improve service.” The Best & Worst Customer Service Forum Business Week Article
  • 5. Any Medium of Interaction with the Organization must generate the same level of Customer Experience. Source: Gartner Customer Experience Stages Types of Customer Interaction Illustrative Not Again – “I’m not happy with this” (Occurs more than once) Zen – “I cant live without this” Enjoyable – “I really like this” Efficient – “This works very well” Functional – “This works well” Run of the Mill – “Nothing special” Ugh! – “I didn’t like that” (1 instance) Loathing – “I hate this and want to leave” Visit Store Click to Chat Phone Contact Center Email Company SMS Agent
  • 6. Impact of Poor Customer Service 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 The Bottom Line: A Customers Experience is at the heart business success or failure
    • 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
  • 7. Next Competitive Differentiator – Customer Service Experience A 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”
  • 8. Basics Segmentation 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
  • 9. 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
  • 10. #1 CRM enables Business Strategy SERVICE & INTERACTION ENABLEMENT TRACKING & CHANGE MANAGEMENT ADVERTIGING STRATEGY CUSTOMER SEGMENT IVR SELF-SERVICE CONTACT CENTER EXPERIENCE ZONES KIOSKS
  • 11. #2 Technology can play a ‘Predictive Role’ 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
    The amount of calls you can listen to
  • 12. Technology helps Learn & Adapt Trends analysis Mining Root Cause Analysis Adaptive Interaction Analytics Methodology Adaptive Refinement Extract Insights Interaction Categorization Processing Modeling 100% Interaction Analysis
    • Services levels
    • Sales Effectiveness
    • Productivity
    • Customer retention
    Business Insights
  • 13. Technology Captures & helps Adapt – HOW? ClearSight Manager Manage Insight Transcript Data Mining Phonetic Indexing Emotion Detection Talk Pattern Other Technologies Voice Capture In-depth queries Comprehensive Reports Alerts
  • 14. #3 Enable Enhance Service Levels of Agents 360 Degree Performance Analysis
    • 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
    Improvements measured
  • 15. 1 number, Multiple Modes, Seamless Experience Hello Ms. Johns, I see the email you sent us yesterday to confirm your web order, and it will arrive tomorrow.
    • Any time, Any where
    • Know my history
    • Consistent Information Access
    • Multi-channel integration
    • Personalized Service
    Consistent Customer Experience Customers Agents Avaya Multimedia Contact Center
  • 16. #5 Technology & Fun
    • Contests
    • Games
    • How to make it lively experience .
      • Surprises
      • Juke box
      • And … food for thought!
  • 17. Technology can do more then we thought!
  • 18.
    • Thank You!
    The spirit of AGCL