crm technology
TRANSCRIPT
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CRM & TECHNOLOGY
By
SHWETANSHU GUPTA
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INTRODUCTION
Success of any organization depends on how well it is able to maintain
its relationship with its customer.
Organizations are evolving fast to accommodate rapidly changing
customer requirements, increased competitive pressure.
Technology is key enabler to meet these demands.
Appropriate technology and clearly defining what processes it need to
perform is key to success
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Technology employed will be guided by business strategy of any
organization.
Business strategy defines customer group, customer functions and
means to provide those functions (assembling and delivering)
That’s why technology has to be in line with strategic objective of the
organization
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CONTACT CENTER TECHNOLOGY
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(Interactive Voice Response) IVR
Speech recognition for customer service
Computer telephony integration (CTI)
Automatic call distribution (ACD)
Customer complaint management technology
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IVR (Interactive voice response)
Software application that allows a
telephone caller to select options
(pre-recorded voice prompts) form a
voice menu,
A technology that automates
interaction with telephone callers.
Available 24 hours a day, seven
days a week, so callers can access
them anywhere.
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Callers simply have to enter requested
information into telephone keypad or by
simple speaking commands (Yes or No).
IVR is commonly used by various
organisations for order placement,
purchasing air line tickets, telephone
banking, call centres, completing surveys.
Reduce the cost of customer interaction,
common sales, service, collections and
support calls.
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IVR Platform- Server and operation system on which IVR runs. Platform
has ability to play and record voice prompts, recognize spoken input
from callers, translate text into voice for callers and transfer calls to any
telephone or agent.
IVR Applications- Control and respond to calls on IVR platform. Act as
guide to various functions running on IVR platform.
Back-end servers- Existing servers on which the required customer
data can be found (database).
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Telephony infrastructure- Includes telephone lines, switching
equipments and call centres automatic call distributors.
IVR Experts- Employees and consultants who know IVR technology
and challenges associated with implementation of IVR.
DTMF IVR and Speech recoginition IVR (Dual Tone Multiple
Frequency) (using keypad or voice)
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PROS AND CONS OF IVR
Locating- Integrates geographical data to allow end users to search
data by location.
Surveying- Allow organizations to conduct automated surveys. Simple
questions including yes/no and ratings.
Order Processing- Users can simply place order and pay without any
human intervention.
Outbound applications- Make calls to perform functions like
confirming appointments, overdue payments etc.
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Call transfer-Allow the calls to be automatically transferred to specific
person, department or location.
After Hour Messages- Play pre recorded messages based on hours of
operations, holidays or other criteria.
On Hold Messaging- Playback music or other messages while the IVR
has end user on hold.
Caller ID- Captures the caller ID from the originating number and
process the call accordingly.
Reporting- Captures call information and makes it available in various
formats.
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Considerations when buying an IVR
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Hosted version versus Installed version- Trade- off has to be made.
Hosted version has cost issues based on per minute usage or other
payment schedule. Installed version require hardware, software plus
any fees for customization
Capacity/ Scalability- Capacity depends on how many phone lines it
can handle, menu and messages it have.
Specialty- Specific for a purpose or can handle multiple tasks.
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Demonstration of IVR
Integration / Implementation (with current network, operating systems,
software, resources)
Training and Support (Initial training and support for resources and
implementation)
Quality of Web- Site
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Benefits of automation of inbound calls
Reduced Costs and increased ROI (Human involvement and
inefficiency)
Flexibility and Compatibility (generally flexible & upgradeable)
Customer Satisfaction
Added security
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speech recognition for customer service
Often used in call centres, allow computers to recognize natural human
voice and translate it into actions or text based on the flow of call.
Can handle more sophisticated tasks & requests based on the
application design.
Instead of menus, users can make requests in their own voice and
complete self service transactions in an easier, user friendly way
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benefits
Customer Satisfaction
Cost Savings (large volume of calls)
Improved Productivity (faster decision making)
Revenue Generation
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Key consideration
To evaluate various options available and to determine
which will deliver the greatest business benefit.
To investigate on design and deployment alternatives.
To design in-house or to outsource
Which standards to use
Customer communication policy
Vendor’s expertise
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challenges
To develop a system that can comprehend the customer’s
speech and vocab.
Creating simulations which are as close to real life scenarios
as possible.
Such systems are bound to time lag, as it takes time to
update system (To make system compatible with ever
changing environment
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Computer telephony integration (Cti)
Integration of computer (customer database) & telephone to
handle voice, fax and data traffic.
Saves operating costs & improve company’s efficiency.
CTI is beneficial only when business is telephone intensive
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BENEFITS
Improved customer service (details about the customer
on screen the moment he makes call)
Greater efficiency (can make call with single click of
mouse, handle multiple calls, automatically routes calls
where needed)
Flexibility (easily upgradable to handle additional call
without significant increase in cost)
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Key consideration
Cost (depends on activities organization is involved in,
number of customers)
Scalable and convergence (able to grow with future
demands)
Standard phones (able to use standard phones that are
inexpensive and easy to replace)
Versatility (should be able to perform other tasks as well)
Back office integration (compatible with existing system)
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AUTOMATIC CALL DISTRIBUTION (ACD)
Call routing utilities for incoming calls and route calls to available agents.
Distribute calls on first come & first served basis & if necessary holds it in
queue until it can be directed to next available agent.
When agent becomes free, he or she services the first caller in queue.
If the queue becomes too full, additional calls are routed to a designated
network treatment (include ringing, a busy signal, voice mail message)
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HUNT GROUP
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COMPONENTS
Call processing features (help customize ACD systems
configurations to meet an organization’s unique requirements,
handling high volume of incoming calls, finally distributing them to
agents)
Agent features (ensure customers receive quality service by
providing agents with set of functions that serve the current
requirement best)
Supervisors functions( enable administrative staff to monitor agent
work and provide them with support they needed, can access current
status as well as historical information collected by the system)
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Methods of call distribution1
3
2
Direct Department
Calling (DDC)
Skill 3
Skill 2
Skill 1
Expert Agent
Distribution
(EAD):
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Uniform call distribution (UCD)
Busy with calls
Idle from last
15 mins
Idle from last
10 mins
New callers
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ACD Queues and Announcements
ACD Queues are used when the caller ants to reach to a particular
business function instead of an individual
When using ACD Queues, contact center employees are assigned
to a call group.
They log in and log out of group through the web tool.
ACD will say like Press 1 for sales, Press 2 for support.
Calls will be automatically routed to any available employee in the
group.
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No Queue Situation
No agent is logged in the group
All logged-in agents are in Auxiliary Work Mode
No Queue slots are available.
In such situation
Caller gets a busy tone
Each split Queue can be assigned two announcements.
When an incoming call is directed to ACD split, the call is either directed
directly to agent or to the first announcement.
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First Announcement
After call enters a split queue, caller hears a ringing and the first
announcement.
If agent is available during first announcement, call is connected to
the agent
Each call is timed and ACD automatically checks which call is in
Queue for the longest & which agent is available
Till the time caller is on hold, he usually hears “Music on Hold”
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Second Announcement
At times caller will listen second announcement which say “please stay
on the line” indicating that all agents are busy.
Second Announcement give options to the caller either to say or to leave
message.
Allows high priority calls to be queued ahead
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Priority Queuing
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Call distribution to home based employees
This feature of ACD allows employees to handle calls and work from
their homes. With this functionality workforce can be significantly
expanded.
Offers data in form of reports to operation managers.
Operation manager can customize it and use it in effective manner.
Example: graphical, numerical and historical reports
Abandoned Caller ID information
Agent Calls Taken
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ACD Reporting
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Key call handling feature of an ACD
Call hold (to search some information while the customer is on line)
Call transfer (to another agent or supervisor)
Call forward (redirect call to another number)
Three way calling (include third party)
Call Pickup group (allows you to answer calls of another group, useful
where several people can answer each other’s calls)
Call Park (allows call on hold to be retrieved from any other telephone)
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Station hunting
Hunt groups are series of lines designed to receive similar calls. If first line
is busy, second is hunted and so on till the time a free line is found. There
are 2 ways of hunting: Serial (starts from top to down and after last line is
reached it don’t roll out to first line) and Circular (it starts from the last line
it connected, after last line is reached it rolls to the first line)
Camp on with call back
When you dial 971 or 893 number and it’s busy, caller can invoke Camp
on with call back. When the busy number becomes available. Caller
phone will ring. When caller picks up handset, called party number will
ring and when they answer call will be connected.
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Customer complaint management technology
A system for managing complaints
Divided into two parts: back end and front end
Front end used by employees who receive complaints and
communicating solutions back
Back end used by employees to resolve complaints
Front end consist of
Customer profile page (details of customer)
Customer interaction page (compliant details)
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Back end consist of:
Complaint resolution page (records solution offered, helps in
analyzing root cause of compliant to avoid future complaints)
MIS page (monitor progress)
Complaint management system technology can be either WEB based
(for a big organization to handle multiple location operations)or LAN
based ( for smaller organization)
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Benefits
Enhanced productivity of employees
Speedy and error free resolution of complaints
Monitoring and tracking mechanism
Singular database and customer history
Wide angle view of customer
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Front Desk Management technology
Electronic Queue Management System
Payment Technology
Customer Self Service Portals
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ELECTRONIC QUEUE MANAGEMENT SYSTEM
Help the service providers to manage the complete customer service
effectively especially the rush hours
Consist of 4 modules:
Ticket Dispenser Unit (customer obtain a ticket indicating time of
issue and waiting time)
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Status Dispenser Unit (placed in waiting area indicating ticket
number and counter number where customer has to proceed)
Teller Station Unit (used by staff to punch the ticket number to be
served)
Counter Display Unit (displays number of customer being served)
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PAYMENT TECHNOLOGY
Managing queues for payment is a challenge and that’s why bill payment
Kiosks are a convenient option
These kiosks allow users to make cash payments and obtain receipts
instead of waiting in lines.
Kiosks include a computer inside a durable enclosure. These kiosks can
be customized to suit customer needs.
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CAPABILITIES OF A KIOSK MACHINE
Authenticates the customer
Accepts and dispenses cash
Accept credit/debit card payment
Accepts cheque payments
Real time system monitoring
Software updated remotely
Narrowcast digital advertising
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BENEFITS FOR THE SERVICE PROVIDER
Improve staff utilization
Improves retail space utilization
Cuts customer wait time
Increase customer satisfaction
Reduce or eliminate errors
Reduce operational costs
Cuts office expenses and errors
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Bill payment Kiosk (customers can pay bills very quickly without human
intervention)
Internet Kiosks (user can access information for a fee, substitutes of
cyber cafe)
ATM Kiosk (offer customers 24*7 access to their accounts)
Touch screen kiosk (similar to a PC, machine is equipped with software
that responds to human touch and allows customer to make purchase or
view information)
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Touch screen technology
RESISTIVE (cheap and durable but lacks clarity)
SURFACE ACOUSTIC WAVE (high resolution, expensive,
susceptible to debris)
CAPACTIVE TOUCH SCREENS (best for high usage but can be
activated only with human touch)
INFRARED DISPLAYS (best for dusty and harsh environment but
difficult to use in direct sunlight because images get washed out)
MONITOR TECHNOLOGY (LCD, CRT)
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CUSTOMER SELF SERVICE PORTAL
Customers now want more control over their accounts, they want to
choose how they receive account information, they expect 24*7
availability
To maintain satisfaction and to meet expectations organizations are
now making use of self service portals.
Self service portals help in
Empowering the customers (timely and accurate information)
Improve supply chain efficiency (customer loyalty &
retention)
Reduce cost of service (dependence on agents is low)
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Self service module is in two forms
Fulfillment self service (enable customer to directly place their
own product orders, track those orders and to change them if
necessary, upgrade existing orders)
Sales Force Management Self Service (enables sales personnel
to manage client’s business transactions more closely with ability
to directly enter and track sales orders, obtain quotes, check
product availability, verify and update customer information)
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CRM TECHNOLOGY
Requirements
Business skills and analytical abilities
Support for web based functionality
Unified channels for customer interactions
Integrated workflow for business rules and procedures
Integration with other applications
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CRITERIA FOR CRM PRODUCT SELECTION
Organization Imperative
Integration with existing IT application landscape
Product Adaptability
Scalability of application
Implementation experience
Post roll out support structure
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CUSTOMER DATA MANAGEMENT
Data Mining
Data warehousing
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DATA MINING
Methodology to assess the value of data and to leverage that value as
an asset to provide valuable information for decision making
Simply to extract information from data, to discover the hidden gold.
Data mining tools use algorithms to develop if-then rules
Also include tools that can help in prediction of new data as well as
understanding, classifying and segmenting it.
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BENEFITS
Customer history and details
Fraud analysis and detection
Analysis and forecasting of business environment
Bankruptcy prediction
Threat assessment
Fault analysis in manufacturing
In medicine
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DATA WAREHOUSING
Data warehouse stores large customer data
It makes it possible to provide all the key people in enterprise an access
to information required to survive and prosper in an increasingly
competitive world.
Uses Relational Databases ( includes data in form of tables, rows and
columns)
Data warehouse has two type of information system: Operational
systems (that help run day to day operations of an enterprise like
inventory details, payroll) & informational systems ( analyze data & make
decisions)
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