crm customer service

Unified Communications | Contact Centers | IP Telephony

Customer Relationship Management and

Segmentation

Customer Relationship Management and

Segmentation

Sanjay Diwan


India Customer Services BPO & OSPAIIndia Customer Services BPO & OSPAI

Global capital for Customer Services

Subscribers of AT&T, Sprint, BT, Verizon and more are serviced out of Indian BPO

OSPAI – platform of BPO companies focused on fuelling growth

Contributor to Indian Exports & India GDP

BPO at USD 15 bn is fastest growing segment in IT & ITeS @ 22%

Direct employment to 8 lacs & indirect to over 23 lac people


CRM & Segmentation - AgendaCRM & Segmentation - Agenda

CRM & role of Customer Service

Customer Profiling & Customer Segmentation

CRM Strategy

Technology play in CRM


80% of companies believe they deliver a superior customer experience. Only 8% of their customers agree

Sources:

- Customer Satisfaction in the Multi-Polar World: Accenture 2007 Global Customer Service Satisfaction Survey Report

- Customer Focus Inc.

“…increases in customer service expectations continue to outpace

efforts made by companies to improve service.”

Customer Service Experience GapCustomer Service Experience Gap

The Best & Worst Customer Service Forum

Business Week Article


Any Medium of Interaction with the Organization must generate the same level of Customer Experience.Any Medium of Interaction with the Organization must generate the same level of Customer Experience.

Source: Gartner

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Types of Customer Interaction Types of Customer Interaction

Not Again – “I’m not happy with this” Not Again – “I’m not happy with this” (Occurs more than once)(Occurs more than once)

Zen – “I cant live without this”Zen – “I cant live without this”

Enjoyable – “I really like this”Enjoyable – “I really like this”

Efficient – “This works very well”Efficient – “This works very well”

Functional – “This works well”Functional – “This works well”

Run of the Mill – “Nothing special”Run of the Mill – “Nothing special”

Ugh! – “I didn’t like that” (1 instance)Ugh! – “I didn’t like that” (1 instance)

Loathing – “I hate this and want to leave”Loathing – “I hate this and want to leave”

Visit StoreVisit Store

Click to ChatClick to Chat

Phone Contact CenterPhone Contact Center

Email CompanyEmail Company

SMS AgentSMS Agent

Illustrative Illustrative


If a customer is dissatisfied with the level of service you provide, on

average, 16 other people will find out about it

It costs 5 times as much to attract a new customer as it does to keep an established one

For every customer who

bothers to complain, 26 other customers remain silent

Impact of Poor Customer ServiceImpact of Poor Customer Service

• 70% of complaining customers will do business with you again if you resolve the complaint in their favor

• 95% of complaining customers will do business with you again if you resolve the complaint instantly

Problems Handled Quickly can have positive results

The Bottom Line: A Customers Experience is at the heartbusiness success or failure


Next Competitive Differentiator – Customer Service ExperienceA Little Intelligence Can Make a Big DifferenceNext Competitive Differentiator – Customer Service ExperienceA Little Intelligence Can Make a Big Difference

“I can get help directly from their web site by chatting

with an agent online”

“Now I walk into the store and get expert help via

their video kiosk”

“Now when I call and get the automated system, I can just speak and don’t have to hit all those buttons and

remember all those choices”

“It’s as if they know what I want even before I do”

“I’m mobile most of the time so being able to SMS an expert is a

real time saver”

“I don’t have to repeat myself”

“The experience is the same on the web, on the phone, via chat, It’s great”

“They know who I am when I call and have my information at their fingertips”

“They contact me when they have

information they know I’ll need right away”


Segmentation ProfilingSegmentation Profiling

SEGMENTATION is done basis the Customer and/or Market that an organization wishes to address with differentiated

products or a services

All Strategic CRM initiatives taken by an organization are with an intent to best address identified customer

segments giving them ‘The Best possible Experience’ by design

SEGMENTATION is done basis the Customer and/or Market that an organization wishes to address with differentiated

products or a services

All Strategic CRM initiatives taken by an organization are with an intent to best address identified customer

segments giving them ‘The Best possible Experience’ by design

BasicsBasics


Technology Myths – what it can deliver?Technology Myths – what it can deliver?

# 1 – Technology does not relate to Business Strategy

# 2 - Technology performs task routinely

# 3 - Service Quality is a role of Classroom trainings only

# 4 – Segmentation will need different call-in numbers

# 5 – Technology can not be Fun for customers


#1 CRM enables Business Strategy#1 CRM enables

Business Strategy

CUSTOMER

SEGMENT

CUSTOMER

SEGMENT

IVR SELF-SERVICE

IVR SELF-SERVICE

CONTACT CENTER

CONTACT CENTER

EXPERIENCEZONES

EXPERIENCEZONESKIOSKSKIOSKS


#2 Technology can play a ‘Predictive Role’#2 Technology can play a ‘Predictive Role’

The amount of calls you can listen to

The meaningful calls you need to focus on

Switch from focusing on “What happened?” to

“Why it happened?” and “What is likely to happen?”

Focus on the meaningful interactions

Make sure efforts are invested in the right place

Gain valuable business insights

Use knowledge to influence future processes & interactions


Technology helps Learn & AdaptTechnology helps Learn & Adapt

Adaptive Refinement

Extract Insights

InteractionCategorization Processing Modeling

Trends analysis Mining Root Cause Analysis

100% Interaction Analysis

● Services levels

● Sales Effectiveness

● Productivity

● Customer retention

Business Insights

Adaptive Interaction Analytics Methodology


Technology Captures & helps Adapt – HOW?Technology Captures & helps Adapt – HOW?Voice

Capture

ClearSight Manager

Manage Insight Transcript

Data Mining

In-depth queries

Comprehensive Reports

Alerts

Phonetic Indexing

Emotion Detection

Talk Pattern

Other Technologies


#3 Enable Enhance Service Levels of Agents#3 Enable Enhance Service Levels of Agents

Performance Management:

• Integrates data from all systems

• Monitors key metrics• Sends automated alerts

Interaction Analytics:

• Uncovers insights from the data to determine action

Action Plan Developed:

• Analyst and Enterprise stakeholders develop plan to leverage the insights

WFM:• Agents automatically

scheduled to review Coaching package at appropriate time

Improvementsmeasured

360 Degree Performance Analysis


1 number, Multiple Modes, Seamless Experience1 number, Multiple Modes, Seamless Experience

Any time, Any where

Know my history

Consistent Information Access

Multi-channel integration

Personalized Service

Consistent Customer Experience

Customers

FNB Employee in the

Virtual Contact Center

Customer

Fax

SMS

Mobile

Phone

Email

Web

Agents

Hello Ms. Johns, I see the email you sent us yesterday to confirm

your web order, and it will arrive tomorrow.

Avaya Multimedia Contact Center


#5 Technology & Fun#5 Technology & Fun

Contests

Games

How to make it lively experience .

– Surprises

– Juke box

– And … food for thought!


Technology can do more then we thought!

Technology can do more then we thought!


The spirit of AGCLThe spirit of AGCL

Thank You!

crm customer service

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