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CRM Customer Service

CRM Customer Service






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    CRM Customer Service CRM Customer Service Presentation Transcript

    • Customer Relationship Management and Segmentation
      • Sanjay Diwan
    • 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
    • CRM & Segmentation - Agenda
      • CRM & role of Customer Service
      • Customer Profiling & Customer Segmentation
      • CRM Strategy
      • Technology play in CRM
      • 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
    • 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
    • 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
    • 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”
    • 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
    • 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
    • #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
    • 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
    • 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
    • #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
    • 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
    • #5 Technology & Fun
      • Contests
      • Games
      • How to make it lively experience .
        • Surprises
        • Juke box
        • And … food for thought!
    • Technology can do more then we thought!
      • Thank You!
      The spirit of AGCL