Brainlab entwickelt und vermarktet Hardware- und Softwaresysteme für die bildgesteuerte Chirurgie sowie Strahlentherapie. Neben der Einführung der Sales Cloud hat Arlanis Reply die Einführung der Salesforce Service Cloud für den Helpdesk und den technischen Außendienst realisiert. Die hochintegrierte Lösung ermöglicht die Nutzung des iPad als Frontend und erfüllt höchste Qualitätsanforderungen der FDA.

1. THE BRAINLAB
SERVICE CLOUD
Björn Carstensen
Director Customer Support

2. GOAL OF THIS PRESENTATION
• Provide high level overview of Brainlab Service Cloud
• Stimulate and trigger ideas
• Give insight into Critical Success Factors and Challenges
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3. COMPANY
INTRODUCTION

4. COMPANY KEY FACTS AND FIGURES
1100 220200
3,00020,000 35 3/16

5. KPI
CRITICAL
SUCCESS
FACTORS
PROCESS
Enforce
Utilization
Design Efficient
Processes
Measure
Performance
4/16
DESIGN – ENFORCE - MEASURE

6. PROCESS
THE BRAINLAB SERVICE CLOUD
KPI
CRITICAL
SUCCESS
FACTORS
PROCESS

7. GOALS OF THE SERVICE CLOUD
IMPROVE CUSTOMER MANGEMENT
• Transparency
• 360° Customer View
• Engineer Work List
• Faster Processes
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8. CUSTOMER
SURVEY
SPARE PART
ORDERING
COMPLAINT
HANDLING
SERVICE CLOUD STRUCTURE
6/16
FIELD
SERVICE
REPORTING
CASE
MANGEMENT

9. MILESTONES
7/16
December ’10
Go-live Service
Cloud
Master Data
Integration with SAP
July ’11
Fully automated
service process
Integration with SAP
CS
October ’12
Complaint system in
salesforce
November ’12
Automated Spare
Parts Process
April ’13
Clicktools Customer
Satisfaction
Net Promoter Score
CASE
MANGEMENT
FIELD
SERVICE
REPORTING
COMPLAINT
HANDLING
SPARE PART
ORDERING
CUSTOMER
SURVEY

10. CASE MANAGEMENT
8/16
ESZZ
• Case is central object
• 1Case = 1 Customer Request
• Case Comments document service activities
• Case Owner defines next person in charge

11. FIELD SERVICE REPORTING
9/16
ESZZ
• Planned Service
• SAP Service Order eFSR in SFDC assigned
to engineer
• Engineer adds work and time (Event) report
• Customer receives PDF via mail
• Automated booking in SAP
• Unplanned Service
• SFDC Case created by engineer
• Per on-site visit eFSR is created
• Customer receives PDF via mail
• Automated booking in SAP

12. COMPLAINT HANDLING
10/16
ESZZ
• Mandatory for Medical Device Manufacturers
• Full integration with Case Management
• All Cases reviewed by QM for structural errors / patient risks
• Classification: Complaint vs. Service Case
• Complaints require root cause investigation
• PDF functionality for audits and authorities

13. SPARE PART ORDERING
11/16
ESZZ
• No Case  No Spare Part
• Approval process depending on part value
• SAP material master interface
• Update of SAP installed base
• Escalation of unreturned parts per engineer

14. CUSTOMER SURVEY
12/16
ESZZ
• Service survey send after each closed Case
• We consider your problem solved…do you agree?
• Customer feedback triggers survey follow-up
• Method: Net Promoter Score
• NPS = % of Promoters - % of Detractors
• Account satisfaction level as traffic light
Customer
Satisfaction
Detractors
(score 0-6)
Passives
(score 7-8)
Promoters
(score 9-10)
Would you recommend our Products /
Service to a friend or colleague?

15. ESCALATION MANGEMENT
13/16
ESZZ
• Event Timing Scale (ETS) = Case Criticality
• ETS defines resolution deadline
• Technical Escalation
• Time to perform next action
• Clock reset after each action completed
• Manager receives mail notification
• Management Escalation
• Time to solve customer problem
• No reset of deadlines
• Weekly report prioritized per management level
Strategic
Importance
System
Status
Contract
Status
Complaint
Type
ETS

16. CRITICAL SUCCESS
FACTORS
KPI
CRITICAL
SUCCESS
FACTORS
PROCESS

17. Success Factors
14/16
• Triple C Follow-up: Consistent + Continuous +
Consequent
• Management buy-in for escalation procedure
• Maintain high level of transparency and visibility
• Ensure business ownership
• Listen and continuously fine tune

18. Challenges
15/16
• Case vs. Personal Communciation
• Manager Case follow-up
• Lack of trust vs. Process control?
• 3rd party service provider interactions

19. ACTIONABLE KPI’s
KPI
CRITICAL
SUCCESS
FACTORS
PROCESS

20. ACTIONABLE KPI‘s
• Focus on primary KPI‘s
• Regular publishing
• Easy to understand
• Incentivize Employees
Speed + Quality = Customer Satisfaction
• Speed = Mean Time to Solve (MTTS)
• Quality = Net Promoter Score (NPS)
16/16

21. FIELD
SERVICE
REPORTING
CASE
MANGEMENT
SPARE PART
ORDERING
CUSTOMER
SURVEY
COMPLAINT
HANDLING
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QUESTIONS?