A business process we would like to study that can benefit from proper data management. We discussed the problems with the current process and clearly explain how we were planning to improve the business process in our to-be process. We also included two swim-lane diagrams depicting the as-is and to-be process in Visio documents. Eventually, we created tables and generated reports in SQL to indicate how our to-be process could improve the company's business process.

1. Project Proposal-
Solve Customer Complaint
Team 1
Shu-Feng Tsao
Apoorva Srivastava
Shruthi Murugesan
Jiaxuan Wang
Kai-Hsun Wang
1

2. Agenda
• Background
• As-is Business Process
• Problems & Issues
• To-be Business Process
• Suggestions & Improvements
• Summary
2
2

3. Background
• Start-up Wifi business company
• Customer Service & Network Operation Center
(NOC) has their own databases
• Event triggered every time when a customer files a
complaint--either billing or wifi issue
• The company already revised its process once
before, but problems still exist
3
3

4. 4
4

5. As-is Business Process 5
5

6. Problems & Issues
• ITSM has no customer information
• Manual data entry
• Long customer-waiting & problem-solving time
• High labor cost
• Possibility of human error
6
6

7. To-be Business Process 7
7

8. Improvements & Suggestions
• Provide structural data to improve the accuracy
• Implement data analytics skills to optimize the company’s
strategies
8
8

9. Summary
• Integrated CRM-ITSM is more cost-effective for the
long-term.
❖ Lower labor cost
❖ Reduce problem-solving time
❖ Decrease errors made by humans
9
9

10. Questions?
10
10

11. 1
OPIM 5727 Team 1 Project Proposal—Solve Customer Complaint
A. Background
This is a start-up company that sells portable wifi plans and devices, so customers can have access to
wifi anytime and anywhere within the country. The company’s Customer Service (CS) department and
Network Operation Center (NOC) department installed a customer relation management (CRM) and
Information technology system management (ITSM) database, respectively. CRM stores all information
regarding a customer when he/she buys the device, including a customer ID, name, email, phone number,
complaint, and so on. On the other hand, ITSM stores information only about problems needed to be fixed
without any customer information. In other words, these two databases don’t work synchronously.
According to the company’s original workflow, the CS staff need to enter a customer’s complaint into
CRM first, and then to enter the problem into ITSM. Next, NOC retrieves the problem and its type from
ITSM, and manually create a work order for its corresponding sub-departments. Billing problems are
assigned to the IT department, and the wifi problems are assigned to the radio frequency (RF) department.
The company revises the original workflow to improve its efficiency. However, the current workflow still has
issues needed to be solved.
B. As-Is Business Process
This business process is triggered every time a customer files a complaint. The interrelated steps are
listed below.
a. File a complaint (by Customer): Call CS to complain a problem.
b. Enter a complaint into CRM (by CS): Receive and enter a customer’s complaint into CRM.
c. Retrieve a problem from CRM (by NOC): Log in CRM to retrieve data regarding the issue.
d. Generate a work order manually (by NOC): Determine the problem type and manually create a
corresponding work order.
e. Enter the problem and work order into ITSM (by NOC): Enter the issue and its work order into ITSM.
f. Receive a work order (by IT or RF):
i. If it’s a billing issue: IT will receive this type of work order.
ii. If it’s a wifi problem: RF will receive this kind of work order.
g. Solve the problem (by IT or RF): The issue is solved and reported back to NOC.
h. Update the problem status (by NOC): Update the problem status as “solved” in ITSM and CRM.
i. Notify CS (by CRM): CRM notifies CS staff that the problem is solved.
j. Notify the customer (by CS): CS calls back the customer that the issue is solved.
k. Close the case (by CS): CS closes the case in CRM if the customer doesn’t have further question. If
there’s any further question, go back to step b.
• Specific result: A problem is solved within a long time.
• Customer: Device users
• Stakeholders: Customers, Company’s CS, NOC, IT, and RF.
C. Problems & Issues
Even after migrating to a new workflow, the current process still has several issues. Firstly, the data
are entered manually into two different databases. This can induce lag in assigning complaints to the
relevant department (IT & RF), which will consequently delay solving problems and addressing customer
complaints. Secondly, ITSM has no customer information, which makes RF & IT managers have no idea
which complaint comes from which customer when generating reports. Furthermore, NOC need to keep an
eye on CRM and ITSM 24/7, which is an added manual effort and additional cost to the company. In
addition, due to manual data entry, there is a possibility of human error. If incorrect data are entered at any
stage, it will lead to bad reputation of the company.
D. To-Be Business Process

12. 2
The To-be Business Process is more efficient and clear than the current process. The following are
proposed interrelated steps.
a. File a complaint (by Customer): Call CS to complain a problem.
b. Enter a complaint into CRM-ITSM (by CS): Receive and enter a customer’s complaint into CRM-
ITSM.
c. Generate and send a work order automatically (by CRM-ITSM): the integrated database will
determine the problem type and generate a corresponding work order, and then send to a
responsible group--either IT or RF.
d. Receive a work order (by IT or RF):
i. If it’s a billing issue: IT will receive this type of work order.
ii. If it’s a wifi problem: RF will receive this kind of work order.
e. Solve the problem (by IT or RF): The issue is solved.
f. Update the problem status (by IT or RF): IT or RF updates the problem’s status as “solved” in CRM-
ITSM.
g. Notify the customer (by CRM-ITSM): The integrated database automatically generate text or call to
inform the customer that the problem is solved.
h. Close the case (by CS): CS closes the complaint case if the same customer doesn’t call back to
report any further problem after 24 hours. If there’s any further issue, go back step b.
• Specific result: A problem is solved within a short time.
• Customer: Device users.
• Stakeholders: Customers, Company’s CS, IT, and RF.
E. Improvements & Suggestions
Here are the advantages of the new implementation. First, using an integrated data system is more
cost-effective than the human resource. The manual classification requires long-term investment and has a
high risk of human error. On the contrary, it’s relatively easy to update and maintain the database. Second,
this integrate data system can not only generates the required information more quickly, but also updates
the data synchronously. The saved time can be used to deal with other problems or improve the efficiency
of the system, thereby improving the quality of the process and promoting the company's efficiency.
If the company has privacy concerns regarding the customer information, and doesn’t want any
department has access to complete customer information, the company can limit what information each
department can see. For instance, when RF receiving a wifi work order, a RF employee can be limited to
see only work order ID, complaint ID, and complaint description without knowing any information about a
customer. This same condition can be applied to other departments, but the integrated database still store
all needed information for the company.
In a long-run, the CRM-ITSM database can provide analysts structural data to improve the
classification accuracy. Additionally, with a structural database, the analysts can implement data analytics
skills to modify the company’s business strategies.
F. Summary
In short, our team recommends the company merge both CRM and ITSM databases into an integrated
CRM-ITSM database. This way can save expensive labor cost, reduce the problem-solving time, and
decrease the likelihood of human errors due to manual data entry.

13. Solve Customer ComplaintSolve Customer ComplaintCustomer
Service(CS)
Customer
Service(CS)
CustomerCustomerNetworkOperationCenter(NOC)NetworkOperationCenter(NOC)
Radio
Frequency
(RF)
Radio
Frequency
(RF)
Information
Technology
(IT)
Information
Technology
(IT) PhasePhase
Call to file
complaint
Receive
complaint
Enter complaint
into CRM
Retrieve
complaint
Determine
problem type
Create work
order
Enter problem
& work order
into ITSM
Receive wifi
work order
Receive billing
work order
Solve problem
Solve problem
Update problem
status in ITSM &
CRM
Report NOC
Report NOC
Know problem
is solved
Being informed by CRM
Know problem
is solved
Call
Close complaint
case
No further problemHas further problem

14. Solve Customer ComplaintSolve Customer ComplaintCustomer
Service(CS)
Customer
Service(CS)
CustomerCustomerNetworkOperationCenter(NOC)NetworkOperationCenter(NOC)
Radio
Frequency
(RF)
Radio
Frequency
(RF)
Information
Technology
(IT)
Information
Technology
(IT) PhasePhase
Call to file
complaint
Receive
complaint
Enter complaint
into CRM
Retrieve
complaint
Determine
problem type
Create work
order
Enter problem
& work order
into ITSM
Receive wifi
work order
Receive billing
work order
Solve problem
Solve problem
Update problem
status in ITSM &
CRM
Report NOC
Report NOC
Know problem
is solved
Being informed by CRM
Know problem
is solved
Call
Close complaint
case
No further problemHas further problem