EFFICIENT COMPLAINT MANAGEMENT WITH TARGENIO
Content Targenio Use Case Complaint Process... 3 1. Handling of inbound processes... 3 2. Customer administration and contact history... 6 3. Register of customer concern... 7 4. Categorizing customer concerns... 9 5. Processing and reacting... 10 Request statement... 11 Controlling of task list... 12 Enter a statement... 13 Reaction/Solving of customer concerns... 15 Communication with the customer... 16 6. Satisfaction inquiry... 17 7. The Rödl CRM Competence Center... 19 8. Contact us... 19 Table of figures Fig. 1: Customer service reference process... 4 Fig. 2: Reference process in the Targenio workflow. Source: Rödl & Partner... 5 Fig. 3: Customer administration and contact history screen... 6 Fig. 4: Registry screen... 7 Fig. 5: Categorization screen... 9 Fig. 6: Further processing decision screen... 10 Fig. 7: Statement request screen... 11 Fig. 8: Task list screen... 12 Fig. 9: Internal statement screen... 13 Fig. 10: External statement screen... 14 Fig. 11: Reaction and Solution screen... 15 Fig. 12: Response screen... 16 For more information, please contact us: 2
Targenio Use Case Complaint Process Customer Service is responsible for different kinds of (inbound-) customer concerns. This includes Inquiries (consulting) and advice (immediate information) Orders (acceptance and modification) Praise, ideas and hints As well as complaints and subsequent complaints. The complaint process, which we have selected as a sample, is representative for any other inbound- or outbound service process, which is mapped in Targenio. 1. Handling of inbound processes The entry of a customer concern marks the beginning of the inbound process like e.g. a complaint. In order to get into contact with the company, the customers use the channels telephone, letter, internet/email or they communicate their concern at the pointof-sale. Within the company, the receipt and registration of this case follows. During the actual process, the customer service agent and/or the functional departments check and solve the concern and inform the customer about the result. For more information, please contact us: 3
We have identified the following processes as standards for the processing of customer concerns from a service agent s point-of-view: Process pattern Short description Reply to customer Ownership of the quality of service Activities of customer service agent Sole processing The agent can handle the concern solely Customer service Customer service Decision for solution Reply to customer Fig. 1: Customer service reference process Processing with statement The agent replies to the customer, but requires a statement of another functional department or branch for processing or solving Customer service Customer service Request statement, follow-up, decision for solution, reply to customer Handover of task with feedback The processing and reply to the customer is done by a functional department or e.g. a branch. The customer service remains responsible for the quality and requires a feedback about the reply to the customer. Functional department Customer service Handover of task to functional department, follow-up, quality control of reply to customer Handover of task without feedback The agent is not responsible for the processing and the quality of the process/solution. He entirely transmits the matter to e.g. a different department Functional department Functional department Handover of task to functional department These process patterns for customer concerns compose the reference process of Targenio and are used in the workflow as a basis for company-individual implementations. For more information, please contact us: 4
Fig. 2: Reference process in the Targenio workflow. The workflow can be supplemented and modified flexibly, according to the individual requirements, an example for this can be found in chapter 11. The following activities and screens show the workflow-controlled business process from a complaint handling persons point-of-view: For more information, please contact us: 5
2. Customer administration and contact history Fig. 3: Customer administration and contact history screen In order to record the customer concern efficiently, the agent requires functions that support him to cover the contact data correctly and in time even under time pressure. The customer does not always have key data like contract or customer number ready when calling. In case there is no available access to a central database, the agent is forced to laboriously register the data of an existing customer repeatedly. In case of multiple customer addresses (e.g. business and private) all addresses need to be available in order to correctly identify the customer and to ensure that the subsequent communication is based on the correct address. The customer likes to be served according to his role. Additionally, he expects that the agent is informed about possible previous descriptions of his concern that he might have transmitted via email or letter earlier. This overview is not only required for this single customer concern but for all contacts and transactions the customer has had with the company in the past. For more information, please contact us: 6
Targenio solution: 360 view on the customer: Display and processing of data, realized through service calls, database interfaces or interface procedures. Comfortable and fast search functions with phonetic search option. Administration of and access to multiple addresses, contact persons, contact data and roles per customer data set Automatic display of customer history containing all processes concerning the customer 3. Register of customer concern Workflow activity register : The agent, who is processing the complaint, firstly needs a screen to enter the facts in a structured way: Fig. 4: Registry screen For more information, please contact us: 7
Requirements of this activity: For the agent it is crucial to register concerns fast and fluently. Should the customer provide copies or pictures, those need to be filed comfortably for later use. The case that is registered now needs to be clearly identifiable and re-found at any later point of time. Targenio solution: The selection and logic composition of fields support the fast and complete registration of customer concerns. Registration fields are usually selection boxes and will be pre-filled according to the situation e.g. email import in the field facts. Short text templates for popular cases release the user while entering free text. An integrated data file for documents is available for the case or workflow. The structure of the Targenio case number is free selectable per user or user group For more information, please contact us: 8
4. Categorizing customer concerns Workflow activity Categorization : As a logical next step in the process, this activity is linked with a screen that supports the agent to categorize the concern from a customer point-of-view Fig. 5: Categorization screen Requirements of this activity: In case, the customer has multiple concerns, the agent needs to realize that now and needs to register these concerns differentiated. Each individual concern needs to be classified correctly. In order to solve the problem, the agent usually requires functional knowledge. On the other hand the customer has the expectation, that his problem will be solved right away. Targenio solution: Any kind of concern can be put in as default: complaints, inquiries Structured display of product and/or services and customer articulations in tree or list form with search function: This is the basis for later analyses. Additionally complex relations between products and services (e.g. by international markets) are presentable. As a support for the agent, solution information and quick references are provided and actual notes can be displayed. For more information, please contact us: 9
5. Processing and reacting Workflow decision activity Kind of processing : Depending on the content and on the affected areas, different processes and procedures are required for the processing of customer concerns. The screen linked with this activity offers different processing alternatives for the agent. Fig. 6: Further processing decision screen Requirements of this activity: The agent needs to decide about the further course of action. Without having supporting suggestions, errors and time-consuming actions may occur. Targenio Solution: The Targenio workflow contains a decision activity for all reasonable alternatives. The agent decides on the suitable kind of processing and is automatically guided through the further process. For more information, please contact us: 10
Request statement Workflow activity request statement : A screen that is provided through the activity request statement supports the agent while requesting statements through the channels of word documents, email, Targenio workflow or Targenio email. Fig. 7: Statement request screen In order to judge and reply to customer concerns, the agent often requires functional and customer-specific information which he cannot access directly. Depending on the size of the organization, the agent needs to spend a lot of time to find the right contact person and the respective contact data. The statement request needs to be clear so that the contact person knows what the question is about and what kind of information is required. In order to prevent timeouts during the process period, it is essential to control the timely reception of the statement. Targenio Solution: Internal contact data can be found within the internal addresses. The case-relevant recipients can be automatically suggested or set as default. Templates and text modules make phrasing easier. After completing the activity, the information regarding the statement will be automatically documented in Targenio. For more information, please contact us: 11
Controlling of task list Fig. 8: Task list screen Cases often require more than one flow of work. Contact persons outside the customer service department are often busy and don t react immediately on their colleagues requests. Employees and managers face the challenge to keep the overview under those circumstances. They need to take care that the cases are being handled in due time. Vacations or illness shall not have the consequence that customer concerns get delayed. Targenio solution: The personal task overview lists all open activities and marks them colorcoded according to the deadline situation. Per selection box managers can track other users (or pool of users) activities. This allows a better control of the department and reallocation of tasks is possible, if required. Statements that are not provided will be shown to the agent in due time. The workflow also comprises a reminder procedure. For more information, please contact us: 12
Enter a statement It is possible to either request statements from persons within the Targenio user circle or persons outside the Targenio system. Targenio internal statement: Fig. 9: Internal statement screen If a person of the company or an external service provider is requested to enter a statement via email he requires significant information together with the inquiry as well as the opportunity to transmit his statement in a structured way. Informal, incomplete or delayed responses induce further efforts for recording as well as for reminding procedure and escalation within the customer service. Targenio Solution: The Targenio-Workflow generates an email to the respective agent. This email includes a link to the task list. The task list shows all relevant fields and offers the opportunity to enter the statement within the field facts. Attachments can be viewed and edited. For more information, please contact us: 13
External statement: Fig. 10: External statement screen A person inside the company or external service providers, who is requested to give a statement, requires significant information and the possibility to handover the statement in a structured way. Formless, fragmentary or delayed feedback causes more effort for entering the information as well as for reminding procedure and escalation. Targenio solution (same as for the internal statement): The Targenio-Workflow generates an email to the respective agent. This email includes a link to the task list. The task list shows all relevant fields and offers the opportunity to enter the statement within the field facts. Attachments can be viewed and edited. For more information, please contact us: 14
Reaction/Solving of customer concerns Workflow activity processing and solving : In order to solve the customer concern, a specific screen is comprised in the complaint management workflow, which the agent now accesses. He will select a solution from the possibilities suggested. Fig. 11: Reaction and Solution screen Requirements of this activity: In favor of efficiency and quality towards the customer, it is essential to eliminate needless efforts and possible sources of error also in this process step: Selection and entering of the solution shall happen fast. The selected solution needs to be documented and processed correctly. Targenio solution: A solution tree with included cost per solution and remarks support the agent in selecting the suitable solution. The cost will be taken from the master data but may also be modified specifically according to the case. A reporting of solution costs is possible as well in Targenio. A workflow rule may be added for accounting records in the accounting system (e.g. SAP) or for initiating the sending of flowers via Fleurop. For more information, please contact us: 15
Communication with the customer Workflow activity generate response to customer : The business traveler in this example should be informed about the solution of his concern within this step. The workflow is providing a screen for the user that supports him with the communication. The letter which is written by the agent to the claimant in this example is generated in Targenio in a first step and then exported to a word document. Fig. 12: Response screen Requirements of this activity: Many different kinds of argumentations are used in the customer service communication. Those standards are necessary in order to inform the customers formally correct and consistently. However, the customer expects to be responded to in an individual way. For more information, please contact us: 16
Targenio solution: The activity response to the customer allows generating responses per letter and email (fax with additional software at the mail server) based on any document templates and stored text modules. This is the basis for individual processing. Documents generated are stored in the database of the workflow activity. For integrated letter writing, the sole requirement is the availability of Internet Explorer and MS Word. No additional software needs to be installed on the computer. After closing the word program, the generated word documents will be automatically uploaded to the Targenio server and shown in the respective customer file. A field for notes allows to document oral statements. The described process can flexibly be amended with further activities and screens, such as shown in the following example: 6. Satisfaction inquiry The Targenio customizing feature enables to amend the complaint management workflow from the reference process with new activities. Practical example: Generating the new activity satisfaction inquiry with input screen A satisfaction inquiry shall be added to the above described complaint management process: Two weeks after completing the case, the customer will be called and asked whether he is satisfied with the solution and if he has remarks regarding the problem handling. Realization in Targenio: A new activity satisfaction inquiry will be added to the workflow designer. It will be included previous to the activity end and assigned to the user pool back office. 14 days will be set as time limit for processing. After this modification within the workflow, the complaint will not be set as complete after the reply to the customer but will be assigned to the back office pool for the satisfaction inquiry. In order to enter the conversation with the customer in a structured way, and for later analysis, a new screen will be generated by the screen designer and will contain -simplified for sample reasons 1 - following elements: Selection buttons for the alternatives very satisfied, satisfied, not satisfied A free text edit field for the customer s remarks A free text edit field for the agent s remarks 1 From a functional point of view, usually a more complex than the 3 stage spectrum will be used for replies. E.g. in the style of the 5 SERVQUAL-dimensions. For more information, please contact us: 17
The selection and edit fields in the screen designer will be connected with available data base fields. Subsequently, the new screen will be stored under the name Targenio satisfaction. This name will then be saved as screen type in the mask designer. Now, after a complaint has been processed, the back office will be assigned with the task. After double clicking in the task overview, the new screen will pop up. The fields will later be available for analyses with the Targenio Tool. Through this, analyses of the customer surveys are possible. This short example can be enlarged in the practical use: The satisfaction survey might only be conducted for certain complaint reasons and only carried out as a spot check if required. In case the customer expressed dissatisfaction, an automatic process could be initiated as a consequence, in order to satisfy the customer again. Automatic process decisions of this kind will be added to the workflow as rules 2. 2 Rules are small Java program modules, which can be added or deleted during the use of Targenio. For more information, please contact us: 18
7. The Rödl CRM Competence Center Rödl & Partner is active at 91 wholly-owned locations in 40 countries. The integrated firm for audit, legal, management and tax consulting owes its dynamic success to over three thousand entrepreneurial minded partners and colleagues. In close collaboration with our clients we develop information for well-founded economic, tax, legal and IT decisions that we implement together both nationally and internationally. Targenio is a workflow-based customer relationship management (CRM) solution (cloud and on-premise) that atomizes the business processes in customer service and management and boosts highest service quality and cost efficiency. Process changes can be implemented easily. Targenio is a multi-channel solution and provides communication with customers and clients via various media. An integrated reporting displays customer service key figures, metrics and KPIs in a real-time dashboard. In this way Targenio combines the benefits of a powerful workflow solution with CRM-focused functionalities and provides a unique approach. 8. Contact us We also gladly accompany you with the setting up or upgrading of your idea, knowledge or quality management contact us! Rödl Consulting AG Erlenstegenstraße 10 90491 Nürnberg Germany Telefon +49 (911) 5 97 96 0 Telefax +49 (911) 59 796-200 www.roedl.de/crm For more information, please contact us: 19