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End-to-end process management: guided channeling of inquiries through the company
When it comes to customer contact, do you focus on your relationships and results instead of on technical and administrative details? The reality often looks a lot different in many companies. Not all employees have all the competences, the customer history is only released to certain departments and frequently other departments or external experts must be involved. The customer is consoled, his or her inquiry is routed further and not recorded. It often gets lost in the system or staff inboxes. This does not have to be the case. With guided processes in the CRM solution, work and process procedures can be structured across the company to be handled quickly and transparently.
Guided through the process step by step
No one can remember all the legal or internal company rules for the customer dialogue – neither youngsters in customer services nor old foxes in sales. In inbound and outbound these include requirements such as double opt-in and opt-out, adherence to Robinson lists or goodwill amounts for certain customer groups; in sales there are country-specific rules or conditions for global customers that must be kept. Guided processes that can be depicted in your CRM can help here. They channel all customer inquiries, regardless of whether they are offers, complaints or requests, through defined process steps. This enables you to guarantee that every inquiry is handled the in the same way, that e-mail blocks are respected and that the four-eyes principle can be ensured.
For example, customer contact begins in the contact center either by phone, e-mail, Web form, letter or social media. This initial contact is recorded in the CRM system as inbound communication. A separate business case is set up for each inquiry (change of address, request, complaint, etc.), which is then handled step by step: by the person who set up the business case, by a team or even by other departments or external partners. Where agents previously had to rely on checklists and working instructions, today CRM software guides them through complex processes including decision trees and dialogue guidelines. Guided processes depict your entire business logic in the CRM solution. This offers protection from errors, guarantees high data integrity and quality and ensures that all legal requirements are met. Furthermore, the system can display opportunities for cross- and upselling in the contact center. The sources of the leads – whether in sales, customer service or marketing – are noted in the software and are evaluable. This ensures that every person or position involved receives the commissions they have earned.
Cross department and system boundaries
Guided processes can involve other departments and systems. In defined steps the agent can involve an expert in writing or by telephone or even completely delegate the business case. All partners – both internal and external service providers – use the same processes that are set up in the software. External suppliers are integrated in a flexible, contemporary manner, including custom management of all rights. Through cross-departmental and system processes, jumps into other systems can be avoided, inquires can be settled faster and operating costs reduced.
Reduce training costs for new employees
The business logic is depicted with the process steps in the solution. This helps you reduce training costs for new employees. They need only undergo system training and the process procedures are learned along with the application. The software is intuitively comprehensible with a simple interface and reduction to the relevant information on the screen. Through the dialogue guidelines, the agent knows at all times which information he or she needs for the current process step or must provide to the customer. The 360° customer view enables the agent to competently provide information and check back with the customer history. Particularly in a contact center, where part-time employees often fill in during peak times, training is reduced to a minimum.
Meaningful key figures for reporting and SLAs
Each business case and all individual steps are recorded. They serve as the basis for controlling, reporting and service level agreements (SLAs). If specified times for process steps or entire processes are exceeded, then escalation measures are automatically triggered, such as the notification of certain people or the routing of the business case to another team.
The average handling time (AHT) as a common indicator shows the time necessary for resolving a customer inquiry. However, much more comprehensive evaluations are possible with system-based, guided processes. Each process and process step can be evaluated individually or comprehensively across all channels (phone, e-mail, letter, etc.), including reaction and handling times and can also show the portion of overdue or escalated business cases down to the individual business case. These evaluations make it possible to uncover and remedy weaknesses in operational processes, making the customer service center an operations optimizer.
The evaluations also include different service levels and times, such as reaction and handling times for different service lines (customer groups, hotlines or brands). These reports are important measurement values for the adherence to SLAs – regardless of whether the contact center appears as a service provider within the company or a provider of customer services for external customers.
Simply administrate processes within the company
Each company has its own processes and must flexibly adapt them to changing market conditions. Towards this end you can administrate processes within the company in BSI CRM with no programming skills. The processes are put together with the click of a mouse using predefined steps. Definable for each process step is which department is responsible, which handling times apply and which escalation mechanism is to be triggered and when. Even short-term requirements from the marketing department can be easily integrated into the workflow – for inbound and outbound. With a single click the modified process is activated and all subsequent inquires will be processed and guided according to the latest process rules. You benefit through supplier independence, greater cost transparency, more flexible adaptation and faster time to market (TTM).