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CRMIT Solutions is a leader in transforming businesses with cloud based Customer Experience (CX) solutions on sales, service, marketing & social cloud. Recognized amongst CIOReveiw’s "20 Most Promising Cloud Computing Companies”


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Legacy Vs Modern Service Desks

Modern Service Cloud

Customers have changed, products have changed, the way they interact with the products have changed, then why should the service desk be the same? It is time Legacy service desks move and give way to Modern Service Desk solutions.

First Time Resolutions:

Earlier, customers being able to connect to companies on their preferred channel itself was a big challenge. Legacy service desk solutions tried to solve this important problem by giving a unified platform where the service desk people could see incoming requests from various channels. This means, the customer can continue to interact with the company in multiple channels and their experience would remain the same.

Modern help desk solutions move beyond the ability to connect multiple times with the same experience, they instead strive for the first-time resolution. If a customer had to call you more than once to resolve their problem, the satisfaction rating is already downhill. So, don’t miss the first time they are speaking to you in any channel; make sure you do everything required to resolve their problem.

Customer Effort:

  1. What should the customer do, to get his issue addressed?

    Legacy service desks assumed a lot of effort to come from the customer side. Be it explaining the issue or categorizing it in the right problem area, they had to make sure the problem is recorded perfectly, which maximizes the chances of getting their issue resolved quickly and completely.

    Modern service desks believe customer effort should be minimal if not zero. Can the system understand the issue from the short description of the customer? Can it read the image of the problematic product to determine what could’ve gone wrong? Can it tag the support case to relevant category automatically? How can we make sure the customer does minimal work, yet sees that his issue is resolved?

  2. Why ‘minimal work’? What about ‘Zero work’?

    That’s where modern solutions such as IoT (Internet of Things) are helping. Today it is possible for a connected product to know when it has a problem and it can report automatically, without any intervention of the customer. For example, a chip in your washing machine can watch it for problems and create a service case when there is any. This brings down the customer effort drastically and surprises them with amazing service.

Field Service
Channels:

Traditionally, Emails and phone calls were considered as the primary means of reporting a problem. Most of the legacy service desks are pre-integrated with popular Email Solutions and Computer Telephony Integration systems are used to connect voice calls to the respective service agent.

Today, the same two channels continue to serve many customers, but many other modern channels have emerged. For example, Chats, Video Support, Web Self Service and Mobile.

Each one of these channels is having different advantages. For example, Video Support may be extremely useful in fixing certain types of issues. Web Self Service can educate the customer and avoid the need to create a service case. All these help in improving customer satisfaction and reducing service cost.

However, a modern service desk should provide a tight integration with these systems. This involves a strong journey mapping and technical capability to connect.

Contextual Knowledge:

If customers know enough, they can fix the problems themselves. That’s the aim of the knowledge base, presented via various channels such as the web, mobile and voice.

However, a typical knowledge base has hundreds of articles, if not thousands. Customers may not be interested in going through all of them to find a fix to their problem.

This is where Contextual Knowledge makes a big difference. Use the information you already know about the customer (Example: model they have purchased) to only show them relevant content. Also, use the problem description to push the right kind of knowledge articles.

Also, present your knowledge articles in the right media. Certain information can be conveyed using text, while certain other details can easily reach the customer with pictures, videos. People prefer to consume these content instead of long paragraphs.

Feedbacks and Surveys:

While the customer is interacting with you, collect feedback (implicit and explicit) on a constant basis and use it to improve the support. This can be done by the feedback module of modern service desks.

Use multiple channels to collect feedback and remember the customer effort. For example, a single click feedback is much better than a form with four fields in it.

Agent Effectiveness:

When you do so much to improve the experience of the customers, what about the agents? What can you do to help them do their job better, which in turn translates to even better customer experience?

Modern Service Desk solutions come up with features such as Agent Scripts which help in resolving known problems quickly. The consistent approach in analyzing a problem results in a complete understanding and better fixes.

Similarly, look for other process automation possibilities in your service desk implementation. Anything that would remove the routine tasks from the agent and helps him/her to focus on the solution. For example, if a problem is already fixed with a solution article, it can be automatically shown to the agent while he/she is reviewing the problem description.

Agent’s performance can be continuously monitored by their manager for suggesting improvements. This also helps in case of escalation, as the manager would have a good understanding of the problem and address it better.

Business Intelligence:

In addition to regular monitoring of agent performance, modern service desks provide a complete business intelligence module which helps in analyzing various patterns to get actionable insights. Both historic and predictive reports are used to improve service efficiency.

You can even beam some of these reports back to your customer. For example, if 62% of your mobile app users see their issue resolved in the first call, why not tell it to the customers and encourage them to go mobile?

Social Support:

Today’s customers spend a lot of time on Social Media. Hence, it is becoming an important channel to speak to them or hear from them.

Modern Service Desks come with strong social integration which help in listening to conversations, understanding issues in advance (even before they are reported) and getting back to the customer proactively. This has to be done in such a way that the privacy norms are respected and no sensitive information is shared with the public.

From the legacy world of waiting for the customer to complain, to the modern way of fixing the problem by going to the customer, service desks have come a long way. Modern lifestyle keeps raising the expectations and these service desks help organizations in meeting those expectations successfully.


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Delivering on Customer Experience and Digital Engagement in Insurance Industry

 

 

customer-engagement for insurance industryInsurance is one of the industries with low number of customer touch points. But the business process and the possibilities are so complex, each touch point is a potential nightmare, or a potential opportunity.

Customer experience for an insurance prospect starts with translating their requirements into the right insurance product. Many times prospects want to compare products from different companies which tend to be very different from each other. Hence this communication is very critical for any insurance company to convert a prospect to a customer.

Digital Engagement in Insurance Industry

 

During sales stages, agents or representatives of the insurance company need to answer so many questions which tend to get difficult as the lead moves to higher levels. Allowing self service builds credibility as the information presented is very transparent and people are given their choices so that they can make an informed decision.

At this stage there has to be complete integration between experience in various channels. For example, a prospect may see an advertisement in newspaper, call a number to get further details, register online and complete the process by making payment in a physical office. Each one of these steps may look different from system standpoint. But for the prospect, it is the single insurance company they are dealing with. They expect information to flow seamlessly, preferably at Lightning speed.

After the sales process is completed, there are other transactions such as payments, renewals, claims and queries in between. It is important that these are also provided in multiple channels with an unified experience. This helps in improved customer satisfaction and provides opportunities for cross selling and upselling.

Seen from the system perspective, this experience requires integration between multiple applications such as sales, support, product catalog, Web site etc. So the best solution should seamlessly stitch these without making it a complex process. This is where modern customer experience systems start their thought process. System should be an enabler, instead of being a restrictive force. It should let the business users think in terms of different types of customers, their expectations from the system, different touch points they come across, choices they have in each one of those touch points, how communication flows as a journey.

Oracle’s Cloud solutions such as Sales Cloud, Service Cloud and Marketing Cloud allow companies to imagine their customers’ journey maps and model a solution which matches to that. Powerful analytics provided by these systems can be used to optimize performance at every stage.

For example, we implemented a solution using Oracle Cloud products where our customer moved their complex insurance application verification process from paper to system. At every stage, we looked at the business processes and the way customers would see it, react to it and modelled a flow which made the process a breeze to everyone. We could see immediate user acceptance and improved efficiency.

About CRMIT Solutions:

CRMIT Solutions is a leader in transforming businesses with cloud based Customer Experience (CX) solutions on sales, service, marketing & social cloud.

We are committed to provide customers with the best service in the industry. Everything we do – every order, every delivery, every service, every offering – centers on the satisfaction of our customers, and making them more efficient at what they do.

Testimony to Customer Excellence

Inputs from
Naga Chokkanathan
Sr. Director – Innovations
CRMIT Solutions


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New Age Customer Self Service Portals for CRM

Traditionally, CRM self service portals used to be the web support channel for customers. Some companies extended this concept and used such portals for employee management, dealer management etc. However, such use cases are very minimal.

Even today, majority of the self service portals in the market focus on these standard functions only:

  • Register / Login
  • Search / View Knowledgebase published by the company
  • Create Service Requests

While these basic features are required, modern web support (whether it is self service or assisted) wants to go a step beyond this. For example, let us take an example of a college, deploying their own self service portal for students.

  • College students get a login (or can register) in the portal
  • They can login, see the college knowledge base / download documents
  • In case they have a support requirement, they can create a service request

Wait a minute, when you say “Service request” what do you mean?

For a student, it may mean many things: Requesting for a mark sheet, Requesting for an attendance certificate, Requesting for a change in the profile phone number etc.

While all these are service requests, their nature is not the same. For example, when requesting for a mark sheet, they may have to provide additional details such as their examination number, year of exam etc. When requesting for an attendance certificate, they may have to say this certificate is required for what purpose, from which date to which date etc.

This means, even though portals call it with a single term “Service Request”, it actually means many things. You can’t have a single form and expect that to serve every possible service request case. Either that form will be too generic not serving the purpose, or it will be too long and users will run away.

Customer Service Management

To take care of such problems, CRMIT’s CRM++ Self Service Portal is moving in the direction of dynamic SR Types Management feature. This means, companies implementing CRM++ SSP can design their own types of Service Requests, and design unique forms for each one of them, with specific fields, labels they are looking for. Customers will love this because only targeted questions are asked, Agents will love this because all the information they need to solve a particular problem is right in their hands.

Stay tuned for our next SSP release.


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Guest Post : Have I Got Your Attention Now?

Admit it.  As consumers, we’ve all felt frustration . . . the confusing IVR, the long hold, the uncaring support agent, the seemingly Draconian rules that cost time and money.   It’s amazing more people don’t take to violence.  But sometimes they do.

Her name is Mona Shaw, a 79 year old with a heart condition.  She is a nice lady and serves as secretary of the local AARP, belongs to a square-dancing club and takes in strays for the local animal shelter. You wouldn’t consider her tops on the list of people pre-disposed to violent action.  But her phone service had been out for a week and no one seemed to care. Helpless rage . . . we’ve all felt it.

Ignored too often for too long and armed with a hammer, she visited the local office walking to the front of the line passing other waiting customers.  Leaning over the counter, Hammer Lady” started destroying office equipment. Once the damaged had been done, Hammer Lady asked the frightened customer service employees, “Have I got your attention now?”

Picture Courtesy : http://funnygurusdca.livejournal.com/1005932.html

Everyone has a little Hammer Lady in them. Scary thought. Luckily, more people don’t act in such dramatic ways. But the hammer of an emotional rant via social media can cause even more damage.  We didn’t we learn about her story in social media. The story found traction old school via CBS News, the Washington Post, and Dr. Phil, among others. To be fair, the story was extended via social media once it played in print and broadcast.
This quaint little story about a quaint elderly lady reminds us that today’s customers are less likely to stay silent and simply go away. They are emboldened to take action, often rash irrational action. It may be a rant to a neighbor. It might be letter to the president. It might be a Facebook-ignited wildfire. And in some cases it just might be a hammer.

These random acts of frustration happen when traditional means have failed.  Here’s the point. The best way to minimize the impact of frustrated customers “going toolbox” is to make your traditional customer service channels work better. But recognizing you can’t please 100% of the customers 100% of the time, what can you do?

Give customers their own hammer.

I’m totally serious. Tell them exactly how they can get your attention if traditional channels don’t render satisfaction. That’s better than an irate customer lighting the fuse with a mad tweet. Get control by giving control.  You may be thinking, “If I give customers hammers they will use it to beat us up.”   Many fear giving such a tool to customers undermines the integrity of standard customer service processes. “They will use the hammer instead of calling our regular people.”

The hammer is something to be used when the system fails rather than instead of the system. So when giving customers “their own hammer” it is important to include instructions: “please use this hammer if you do not find satisfaction through our normal channels.” Key word is ‘if.’ Indeed, the normal channels need to have integrity as the best and easiest way. In many ways, a hammer encourages normal service to be better.

Perhaps the hammer needs a less violent name. How about panic button, emergency alarm, or circuit breaker?   If your organization believes in the voice of the customer, doesn’t it make sense to make sure the customer has a voice?  And if they have a voice wouldn’t you rather they were engaged directly with you rather than the “open microphone” of social media?

Gary Lemke

Gary Lemke (@lemke) is Chief Customer Advocate at CRMAdvocate where he blogs about the customer experience, CRM, and the Contact Center.  Join the discussion by visiting crmadvocate.com


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Oracle RightNow : An Introduction

Today, our CRM Consultant Mr. Suresh conducted an introductory session on Oracle’s popular CX Product “RightNow”. Sharing our notes from this event, in Mind Map format.

Click Here to view the Mind Map in Full Size : http://www.flickr.com/photos/crmit/7870772132/sizes/l/in/photostream/


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Customer Experience Management Concept : FCR

FCR = First Call Resolution

According to Wikipedia, FCR Means:

Percentage of incoming calls that can be resolved without the use of a callback or without having the caller call back the helpdesk to finish resolving the case.

You may not be a call center, but it helps to ask this question, What is your FCR? This is going to determine what level of Customer Experience you can provide as part of your CRM Support functions.

Source: http://en.wikipedia.org/wiki/Service-level_agreement


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Guest Post : Managing Product Defects, via Exceptional Support

My sister wanted to buy a new refrigerator. I accompanied her to a local store as she wanted to get the feel for the design and physical dimensions before searching for the cheaper prices online. We approached a salesman in the store and detailed our requirements, he has started showing latest models and explained the cool new features of them. My sister wanted to show her patriotism by buying an Indian brand, she turned down the salesman whenever he tried to hard sell the south korean brands. She liked a fridge made by Godrej, which had a big flower on it’s door. I checked it’s power consumption and it had a label with 5 star rating from Bureau of Energy Efficiency, so our search ended there.

Before buying it, I took out my smart phone and checked it’s prices online. Surprisingly, this store was offering better prices than online shops. We bought it. The salesperson told me that they can deliver it in 3 hours and he will send a serviceman tomorrow to install it. I was bit surprised, what is there in a fridge to install? Aren’t the fridges plug&play devices (even before computers had USBs)? I have politely asked him to just deliver it and convinced him that I can do the installation all by myself.

Fridge got delivered, we have unpacked it. For such a huge size it wasn’t that heavy. Plugged it to the power supply and it has started making that noise every fridge makes while powered on. My sister started loading it with everything she could possibly put into it and still found some space left inside. I was too lazy to go through the manual for recommended settings for right temperature, just wanted to turn the knob to the middle of it’s range. As I tried, I could not turn the knob. It was stuck, by seeing me trying my sister begged me not to break it. Decided to get some professional help after slamming Godrej for this poor quality finish. I didn’t want to call the store as I declined to accept their installation (well, I’m an egoist), I called Godrej’s toll-free service number which I found in their manual. I have explained the problem to a friendly lady on telephone and she promised to send a serviceperson as soon as possible. After the call, all those bad experiences, from the past, with calling the customer support and the service request getting last in nirvana flashed in mind. I’ve started to become anxious.

But, Godrej sent an SMS within minutes after my call with customer care. The SMS had a service person’s name, phone number and a 4 digit code to be given to the serviceperson after he does his job to my satisfaction. This one SMS gave me a lot of assurance that my service request is not lost. Now, I have a hold of a service person with that 4 digit code and real phone number (without extensions). The bad experiences of the past have just lacked this sense of assurance the SMS has provided. My anxiety has been wiped out.

Little later, the serviceperson called and offered to come by next morning. Next morning, the service person came and replaced the knob in minutes and I have given him the code, he left happily. All went well. This has been such a good experience, we have forgotten that Godrej delivered a brand new fridge with broken knob in first place. Big kudos to that person who has really thought through this process to delight his customer.

Yeasix

For the people who haven’t met me, I prefer to go with the name yeasix (supposed to mean ASICs) as my twitter handle. I’m an Electrical Engineer who loves to force the semiconductor elements to get the job done, a.k.a ASIC/chip design. Freshly backed Returned-Indian after spending 12 years in Germany for studies and work. New to Bangalore and it didn’t fail to amaze me