customer service solutions using soa the seamless customer experience improve customer care through...
TRANSCRIPT
Customer Service Solutions using SOA
The Seamless Customer Experience
Improve Customer Care through Multi-
Channel Integration
Rajesh ShewaniSoftware IT Architect [email protected]
Agenda• What’s changed in the customer’s world in the past 5
years?
• What are the guiding principles of a seamless customer experience?
• What is the impact on multi-channel architectures?
• Summary
Think about what has changed in the world in the past five years….
These days customers use multiple devices, channels, and social computing technologies
Customers use multiple channels to reach buying decisions, often beginning online and continuing in the store/branch
More and more people are participating in social communities
• To meet and share information
• To see the experience of the people who bought it, tried it, read it, made it, or visited it first
• To learn from other’s ideas and opinions
• To provide their opinions and wisdom
• To get the inside scoop
• To tell a company what they like – and what they don’t
The social community is a highly flexible concept, held together by several types of users, including…
Customer Service refers to…
• Pre-Sales and Sales Experience
• Post-Sales Service Experience
Today, providing a homepage, IVR, and contact center doesn’t even scratch the surface of the new customer experience
WebsiteA collection of web pages, images,videos and other digital assets hosted ona particular domain or sub-domain on theWorld Wide Web
Improving the customer experience pays offbut…..Customers have new expectations and demands
Customer advocates deliver better financially
But also have new expectations and demands
Antagonists
Advocates
Agenda• What’s changed in the customer’s world in the past 5
years?
• What are the guiding principles of a seamless customer experience?
• What is the impact on multi-channel architectures?
• Summary
Designing the seamless customer experience shouldtake into account several guiding principles
Agenda• What’s changed in the customer’s world in the past 5
years?
• What are the guiding principles of a seamless customer experience?
• What is the impact on multi-channel architectures?
• Summary
Design points to consider in the multi-channel architecture
Gap
Multi-channelArchitecture
Service Orientated Architecture
Multi-channel Logical Reference Architecture
1. MDM – Customer Data Integration
2. Single version of product catalog, order configuration, and pricing
3. Channel user interface
Typical Front Office End State Deliverables for Insurance
Prospect
Publishing Info• Company Info• Product brochures• Quotations• Illustrations
Buying policy on net
Online premium payments
General Information on Insurance
Career
Customers
Publishing Info & utilities on webProduct Brochures, Quotations, Industry News, Illustrations
View Portfolio• Customer personal data• Policy summary• Proposal status
Personal Profile maintenance
Unit Statements
Fund Switch
Complaint registration
Agents
Publishing Info & utilities on webProduct Brochures, Quotations, Industry News, Illustrations
Agent Portfolio • Commission data • Client Diary – policy details/client details/reminders proposal status• Lead Tracking
Personal Profile maintenance
Statements & Reports
Complaint Registration
Corporate
Member’s Enquiry
Change in Members Name
Add/Delete Member
Enquiry on due date
Claim Detail
Fund Status
Employees
Single Sign on
Publishing Info & utilities on webProduct Brochures, Quotations, Industry News, Illustrations, Industry/Co. News
Career / E – Mails
Pay Roll/E Travel
ReimbursementAdvance Settl.
/ Complaint Registration
Discussion forum Knowledge Management
Business
Dashboards
4. Recording and tracking of customer dialogues
SOA and automation unlocks true valueThe AS-IS Process
The TO-BE process
Metric AS-IS TO-BE Difference
Process elapsed time 15-67 days 12-42 days 3-25 days
Average TAT 18.1 days 16 days ~ 11.6%
Variance 52 days 30 days ~ 57.7%
Productivity (Apps/month) 300 600 ~ 200%
Cost per app INR 1500 INR 900 ~ 60% lower
Process Variance
01020304050607080
Case
1
Case
4
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10
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16
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Case
28
Case
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Cases (Each Case = 10 Applications)E
lap
se
d T
ime
As-Is
To Be
Tracking Customer Service
5. Event based marketing and “Real time” analytics
These capabilities require a common, shared platform based on SOA
Agenda• What’s changed in the customer’s world in the past 5
years?
• What are the guiding principles of a seamless customer experience?
• What is the impact on multi-channel architectures?
• Summary
Summary• A lot has changed in the last 5 years
– Technologies– Channels– Customer expectations
• Our customers are more informed, collaborative, and sophisticated than ever before
• Customer dialogues span multiple channels – from research to order-taking to service and support
• And now, with a customer experience driven design (CEDD) and technologies such as web 2.0, SOA, MDM, and analytic engines, companies have the know-how to give customers what they are demanding…
Thank you