CRM Customer Relationship Management. Customer Relationship Management

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1 CRM Cstomer Relationship Management Farley Beaton Virginia Department of Taxation Discssion Areas TAX/AMS Partnership Project Backgrond Cstomer Relationship Management Secre Messaging Lessons Learned 2

2 Virginia Tax Partnership Project Five-year partnership/benefits-fnded project. Partnered with AMS. Comprehensive effort to reengineer bsiness processes and se new technologies to enable bsiness sccess. Significant focs on delivering new cstomer services and managing cstomer interactions. 3 Cstomer Relationship Management CRM is a Strategy Based on... Using what yo know abot a cstomer to better serve that cstomer. Managing the cstomer across every point of contact. Developing knowledgeable people to better serve or cstomers. 4

3 Cstomer Relationship Management Goals Resolve cstomer isses qickly and efficiently. Proactively address isses and edcate cstomers. Evalate cstomer interactions to tailor ftre interactions. 5 Cstomer Relationship Management Components Intelligent Roting Consolidated View Correspondence Management and Tracking Improved Cstomer Commnications Management Reporting Others - Scripting - Screen Pops - Freqently Asked Qestions - Hot Topics - Online Forms - Etc. 6

4 Cstomer Relationship Management Intelligent Roting Resolve cstomer isses qickly and efficiently by roting to the appropriate person to respond. Across all channels - , secre messaging, FAX, telephone and correspondence. Captre data to se for workflow rles and to aid in the development of performance measrements. 7 Cstomer Relationship Management Intelligent Roting Incoming Telephone Calls - Cstomer enters accont nmber and chooses men selection (reason for call). - CRM ses accont nmber, reason for call, and otstanding isses to determine best employee to receive the call. - Online consolidated view of cstomer showing all otstanding isses is presented while system plays personalized recorded greeting. Service Rep is better prepared to assist cstomer and all otstanding isses addressed proactively. 8

5 Cstomer Relationship Management Consolidated View Provides all staff with cstomer contact immediate access to Big Pictre. Integration with the back office systems provides all relevant cstomer information, inclding otstanding isses and recent contacts. Views will vary by fnction per cstomer, based on that cstomer s history with TAX. Facilitates prompt, comprehensive cstomer service, while ensring all isses are addressed. 9 10

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8 Cstomer Relationship Management Correspondence Management and Tracking All paper correspondence received at a central location where it is imaged and electronically roted to an employee s worklist. Redces response time. Eliminates flow of paper. Eliminates manal handoffs. Once imaged, correspondence can be retrieved by all TAX employees with Siebel, regardless of location. - Incldes home-based aditors/collectors. 15 Cstomer Relationship Management Correspondence Management and Tracking Correspondence backlog prior to Siebel: - 55,000 pieces of mail. - Worked by 12 Service Reps in central office. 4.5 months later: - Backlog redced to 12,000 pieces. - Enabled se of 140 employees across agency to assist in backlog redction. - Many employees worked overtime from their home. 16

9 Cstomer Relationship Management Cstomer Commnications Integrated with CRM across all commnication channels. Use cstomer s preferred commnication channel. Atomated workflow processes for approvals and isse tracking. Improved cstomer satisfaction. - Isses resolved on first contact. - Faster trnarond and personalized service. 17 Cstomer Relationship Management Management Reporting All cstomer contacts are categorized based on reason for contact. Extensive reporting - Identify trends and changes in workload - 70% of contacts reslt from compliance initiatives. - Managers can coordinate staffing and pcoming compliance programs. Ability to identify opportnities for improvement of cstomer notices. 18

10 VATAX Online VATAX Online is an easy, convenient, and fast. Most interactions with TAX can be done online. - Withot paper - 24 x 7 Both bsinesses and individals can: - Get information. - Review accont history and manage accont. - Meet all filing obligations. - Get answers to confidential accont qestions sing Secre Messaging. 19 The Secre Message Center Significantly changed how cstomers interact. Convenient way to answer confidential, accontspecific qestions via the Internet. notification of Tax s response. Now Internet commnications are: Easy - No Software or Accont Reqired Fast - Available 24 x 7 Free - No Postage or Toll Charges Secre - Employs the Highest Level of Encryption Integrated with CRM 20

11 Select Secre Message

12 Select Secre Message

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15 Click the pls sign to view message threads Click the hyperlink to access the new message or reply

16 Path of Messages Throgh TAX s Systems Messages are Atomatically Indexed (Related) to Cstomer Acconts by CRM. CRM Assigns the Correspondence to a Specific CSR Based on Workflow Rles and the Sbject of the Correspondence as Indicated by the Taxpayer. Team Leads can adjst these assignments and reassign as necessary. 32

17 Contact Center Processes When TAX Employees Reply to Secre Messages, They See Two Activities; Incoming and Otbond Secre Messages. When They Click Reply, Fields in the Otbond Secre Message Poplate with Information From the Inbond Message. The CSR Types a Response, Selects a Category, and Sends the Message. The Cstomer Receives an Notification and Link to Log-on to VATAX Online and Read Their Secre Message. 33

18 Lessons Learned Key to employee acceptance is nderstanding that CRM is not jst a new tool, it s a change in yor philosophy. Training mst be jst in time and hands on. Siebel has a lot of ot of the box fnctionality se it whenever possible. 35 Lessons Learned Close integration with imaging paid large dividends, especially on correspondence, by making the work portable. Yor employees are correct each call will take longer. Scripting was a great tool for training of new employees bt was not helpfl (and in fact was resisted) by more seasoned employees. 36

19 Lessons Learned Categorization adds time to handle a contact, however the reslting information has allowed s to tackle notices that were generating nnecessary contacts. Employee acceptance gained when they saw the vale of this information in redcing incoming contacts. Employees were originally skeptical and concerned that management wold contine to measre performance nder old standards (I.e. length of call rather than ability to resolve all of the cstomer s isse in a single call). 37 Qestions? fbeaton@tax.state.va.s 38

20 Qestions? 39