Welcome to ICMI s Customer Relationship Management Study

Transcription

1 Welcome to ICMI s Customer Relationship Management Study Course We will begin the session shortly. Today s Agenda Voice of the customer Cross-functional relationships Communicating the call center s value Disseminating business intelligence 1

2 6.3 The Quality of Customer Experience Defines customer requirements and expectations With your products and services With their interactions with the call center and other touch points (e.g., preferred access channel) With your organization s business partners Points to the customer s desired outcome Helps determine how to measure call center success 6.5 The Hub of Communication Customer Corporate Strategy? Marketing Call Center R&D Finance/ Accounting Production/ perations Legal IS & Telecom 2

3 6.5 Voice of the Customer (VC) 1. Identify sources of information 2. List relevant internal processes 3. Document and distribute process flows 4. Assign liaison roles 5. Implement processes and quality checks 6. Report process changes Best way to evaluate the effectiveness of VC efforts - track number of issues raised by the call center that are fixed by the organization. 6.6 Example Cross-Functional Processes Forecasting and staffing Career development Training Budgeting Cross-functional success requires a common purpose (understood by all) and the necessary skills to achieve the objectives. 3

4 Barriers to Cross-Functional Relationships 6.8 Lack of time to invest in building collaboration Structures and policies that do not support collaboration Lack of communication tools or an understanding of how to use them Competing interests of each department Different organizational cultures within each business unit Power struggles between departments 6.9 Trust Building During Collaboration Tools/methods Face-to-face meetings nline information system, Facilitated workshops Experiential events Dialogue Conflict resolution 4

5 Your Perspective n Communicating the Call Center s Value Assignment Review 6.10 Communicating the Call Center s Value rganizational Profits Don t forget to consider the impact of customer loyalty 5

6 6.11 Communicating the Call Center s Value 6.11 Communicating the Call Center s Value Business and Market Intelligence 6

7 Benefits of Disseminating Business Intelligence Include 6.15 Understand the market better Focus on customers with high h lifetime value Align objectives, processes and tools to meet customer needs Empower employees Demonstrate the organization s commitment to customer satisfaction Allow vendors/suppliers to better enable the organization to meet customer needs Allow resellers/distributors to better reach the market Influence lawmakers and regulators Assignment for Section 7 Supporting Technologies and Processes, Section 7 Exercises at end of Section 7 Questions about supporting processes Quiz 7