1. Success Story –
due to the implementation of Targenio, a complaint management solution
Customer-oriented approach through standardised
processes
An efficient complaints handling procedure is based on
consistent standards applicable at the group
and coordinated processes. At Swiss International Air
Lines, room for improvement concerning the respective
work processes was identified and, thus, an in
solution was used for complaints handling. In
implementing the complaint management solution
Targenio, SWISS standardised its procedures for
handling customer complaints – the higher efficiency
and the smoother customer complaints handling process
that follow from that pay dividends.
Market developments jeopardise customer
satisfaction and relationships
Travel industry turned into a bulk business long ago
the strained competitive situation, worse customer
service and stricter regulatory requirements often lead to
the decline in quality and result in dissatisfied airline
customers and an increased number of complaints.
SWISS is the national airline of Switzerland.
From Basel, Zürich and Geneva, overall 8,250
employees work for the Lufthansa subsidiary.
SWISS is a member of Star Alliance, the world's
largest airline network.
SWISS currently serves 84 destinations in 40
countries and has a fleet of 90 aircraft. The
manageable size enables SWISS to be closer to
its customers and provide them with tailor
made services. Because of its origins, SWISS is
committed to providing the highest quality
products and services.
SWISS International Air
Higher efficiency in complaints handling
due to the implementation of Targenio, a complaint management solution
oriented approach through standardised
An efficient complaints handling procedure is based on
rds applicable at the group-wide level
Swiss International Air
, room for improvement concerning the respective
work processes was identified and, thus, an in-house
solution was used for complaints handling. In
implementing the complaint management solution
Targenio, SWISS standardised its procedures for
the higher efficiency
and the smoother customer complaints handling process
Market developments jeopardise customer
Travel industry turned into a bulk business long ago –
the strained competitive situation, worse customer
service and stricter regulatory requirements often lead to
the decline in quality and result in dissatisfied airline
customers and an increased number of complaints.
It is of crucial importance to airline
businesses how they deal with
whether they are able to stabilise again the customer
relationship put at risk by such situation
SWISS could not avoid getting affected by those market
developments.
Initial situation
Prior to the project implementation, SWISS had
identified room for improvement in the areas of creating
of consistent processes and determini
controllable complaints handling standards. In this
process, an in-house data collection solution was
deployed. Inefficient deployment of limited resources
and lack of business process automation caused a loss of
resources, longer processing times and, thus, lower
efficiency in the resolution of complaints. As a
consequence of such lower efficiency
compensation payments had to be made.
Apart from the inconsistent corporate image and
unnecessary customer frustration it seemed that
had come, also within the company, to modernise the
time-consuming procedures. The intention was to
implement a software solution as the basic tool for
targeted customer relationship management and
customer-oriented complaints handling.
The requirements:
› A field-tested, web-based s
management
› Modular system structure
› Connection to feeder systems is possible
› Customer-oriented solution
› Reasonable cost-benefit ratio
› The control mechanisms required by the
company should be supported with proper
workflow
tional airline of Switzerland.
From Basel, Zürich and Geneva, overall 8,250
employees work for the Lufthansa subsidiary.
SWISS is a member of Star Alliance, the world's
SWISS currently serves 84 destinations in 40
countries and has a fleet of 90 aircraft. The
manageable size enables SWISS to be closer to
its customers and provide them with tailor-
of its origins, SWISS is
mitted to providing the highest quality
SWISS International Air Lines
Higher efficiency in complaints handling
due to the implementation of Targenio, a complaint management solution
It is of crucial importance to airlines and tourism
unhappy customers and
whether they are able to stabilise again the customer
such situation. Also Airline
SWISS could not avoid getting affected by those market
Prior to the project implementation, SWISS had
identified room for improvement in the areas of creating
of consistent processes and determining of binding and
controllable complaints handling standards. In this
house data collection solution was
deployed. Inefficient deployment of limited resources
and lack of business process automation caused a loss of
ing times and, thus, lower
efficiency in the resolution of complaints. As a
such lower efficiency, higher
compensation payments had to be made.
Apart from the inconsistent corporate image and
unnecessary customer frustration it seemed that time
had come, also within the company, to modernise the
consuming procedures. The intention was to
implement a software solution as the basic tool for
targeted customer relationship management and
oriented complaints handling. By means of
based solution for feedback
Connection to feeder systems is possible
oriented solution
benefit ratio
The control mechanisms required by the
supported with proper

2. improved technology combined with business process
and workflow optimisation, costs were to be reduced
and efficiency increased.
Therefore, in March 2010, SWISS launched a project
aiming to define unified, binding and controllable
standards for complaints handling and implement them
by means of software.
Goals & Objectives
First of all, the new solution should improve customer
experience in case of a complaint. In order to make this
possible it was necessary to reduce turnaround times for
the administrative tasks and fine-tune handling and
research-related procedures by process automation and
interface connections. The reduction in the turnaround
times needed for research-related tasks should allow for
a more individual and high-quality handling of customer
complaints. Moreover, proper workflow should be
introduced to the company to ensure
complaints handling procedures and the
control mechanisms.
After an evaluation phase, it was decided to implement
Targenio, CRM-Workflow and comp
software from Rödl & Partner.
Project lifecycle
The project was launched in June 2011. The project was
planned to take 24 months to complete, involving four
permanent in-house SWISS employees and six
employees of Rödl & Partner. In November 2011, once
the conceptualization phase was completed, the project
was given a go-ahead and moved into the phase of
development. The first Train-the-Trainer training sessions
took place in July 2012 and as soon as October 2012
the solution was ready to go live, while the reporting
tool went live in March 2013. Thus, the project was
successfully implemented within the scheduled time
frame.
The key factor behind the successful implementation
was in particular the smooth and transparent
cooperation ensured by a regular dialogue. Further
contributing factors were the early-stage involvement of
end-users in sub-projects (business process & workflow
optimisation and optimisation of pre-
well as the effective and early-stage involvement of the
management providing the necessary support
difficult decisions had to be made.
For more information on customer management services of Rödl Consulting AG go to:
call +49 (0)9 11/ 5 97 96-0.
proved technology combined with business process
and workflow optimisation, costs were to be reduced
Therefore, in March 2010, SWISS launched a project
aiming to define unified, binding and controllable
andling and implement them
First of all, the new solution should improve customer
In order to make this
possible it was necessary to reduce turnaround times for
tune handling and
process automation and
interface connections. The reduction in the turnaround
related tasks should allow for
quality handling of customer
proper workflow should be
introduced to the company to ensure the uniformity of
complaints handling procedures and the requisite
After an evaluation phase, it was decided to implement
Workflow and complaint management
The project was launched in June 2011. The project was
planned to take 24 months to complete, involving four
house SWISS employees and six
November 2011, once
the conceptualization phase was completed, the project
ahead and moved into the phase of
Trainer training sessions
took place in July 2012 and as soon as October 2012
y to go live, while the reporting
tool went live in March 2013. Thus, the project was
successfully implemented within the scheduled time
The key factor behind the successful implementation
was in particular the smooth and transparent
cooperation ensured by a regular dialogue. Further
stage involvement of
projects (business process & workflow
-filled templates) as
stage involvement of the
management providing the necessary support whenever
Result
In complaints handling, efficiency significantly increased
upon implementation of the solution (on average by
20%). Using ready-made pre-
supplemented with individual information, customer
relationship managers write their letters directly in the
system. A number of further automation processes
contributes to the streamlining of the administrative
procedures. In connecting to systems already in use,
business process times were shortened and th
complaints handling procedure was made quicker.
"Not always are tailor-made solutions needed,
sometimes ready-to-use software is entirely sufficient in
order to remain competitive. Targenio is a standard
tool that covers our needs very well in the long term in
a heterostatic environment. The decision to buy a
standard product was thus n
nature."
Robert Heerenveen, Head of Customer Service at
SWISS International Air Lines (2009
In sum:
The Targenio software was implemented in
accordance with the set time schedule and budget.
The smooth and transparent cooperation with Rödl
& Partner contributed to the project success.
software fully complies with the requirements and
the objectives. Thanks to the new solution, SWISS
will increase efficiency, streamline business
processes and will have a more effective complaints
handling procedure in place.
Advantages at a glance:
› Higher efficiency and stream
procedures
› With the connection to feeder systems business
processes take less time and, consequently, the
turnaround times for handling customer
complaints are shorter (e.g. integration of flight
and ticket information into the system)
› Improved customer service through "Self
Service" compensation systems (FLOC) as well as
automatic processing of received complaints.
› Global work monitoring has been ensured
› Potential of a 360° view of the customer
er management services of Rödl Consulting AG go to: http://www.roedl.de/crm
Your points of contact
Swiss International Air Lines
Mr Robert Jason Heerenveen
Head of Customer Service
(2009-2013)
Your points of contact
In complaints handling, efficiency significantly increased
upon implementation of the solution (on average by
-filled templates to be
supplemented with individual information, customer
managers write their letters directly in the
system. A number of further automation processes
contributes to the streamlining of the administrative
procedures. In connecting to systems already in use,
business process times were shortened and thus the
complaints handling procedure was made quicker.
made solutions needed,
use software is entirely sufficient in
order to remain competitive. Targenio is a standard
that covers our needs very well in the long term in
a heterostatic environment. The decision to buy a
standard product was thus not only of financial
Robert Heerenveen, Head of Customer Service at
(2009-2013)
The Targenio software was implemented in
accordance with the set time schedule and budget.
The smooth and transparent cooperation with Rödl
& Partner contributed to the project success. The
software fully complies with the requirements and
the objectives. Thanks to the new solution, SWISS
will increase efficiency, streamline business
processes and will have a more effective complaints
Higher efficiency and streamlined administrative
With the connection to feeder systems business
processes take less time and, consequently, the
handling customer
complaints are shorter (e.g. integration of flight
et information into the system)
Improved customer service through "Self
Service" compensation systems (FLOC) as well as
ocessing of received complaints.
nitoring has been ensured
Potential of a 360° view of the customer
http://www.roedl.de/crm or
Mr Robert Jason Heerenveen
Rödl & Partner
Mr Eberhard Vogel
Project Manager
Eberhard.Vogel@roedl.de