collaborative customer interaction management
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Collaborative Customer Interaction ManagementPowered by IBM Case Manager
David Caldeira - IBM Director, ECM Products and Strategy
Scott Siegel - Capgemini North America Delivery Leader,
Enterprise Content & Online Practice
New market demands for achieving better business outcomes require new approaches
▪ Higher customer service level expectations
▪ Increased costs and risks from unpredictable processes
▪ Greater demands for productivity amid complex decisions
▪ Limited ability to respond to market dynamics
▪ Departing and diminished workforces
…in all industries
What Capabilities Facilitate Complex Customer Service Resolution?
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Complex customer service requests can take multiple forms and span beyond a phone call, demanding the participation of multiple business areas and spawning numerous tasks to achieve the right
business outcome
Complaints Disputes Incidents Requests Feedback
Case Ownership Owner and team assignment including appropriate data/documentation
Task Management Drive tasks, manage approvals, combine human and automated actions, or even split cases based on current status
Case Information Interact with external systems and applications (e.g., CRM, IVR, commerce, ERP) for required data exchange
Escalate Enable escalations that may either increase the priority of the issue or reassign the issue and management of the case
Service Levels Audit progress, provide real time risk and business metrics, and retain the decision path taken to achieve the outcome
Customer Communications Generate and receive communication with the customer
Complete History Maintain a history of the customer’s issue – including integration with customer records
Deep Insights Analyze information within customer cases to derive insight and detect patterns that can help identify causes of service issues
Guidance Help guide and suggest appropriate actions and tasks to customer service representatives to optimize outcomes
Information to Make Better
Decisions
Support Knowledge
Work
Business Can Take Control
Optimize Case
Outcomes
An Advanced Case Management Solution for Better Customer Service: IBM Case Manager
IBM Case ManagerInformation to Make Better Decisions
• Capture and activate information in the context of a case
• Comprehensive, configurable case infrastructure
• 3600 view of all case information
• Content is critical for decisions, as evidence in the case and a source for deeper insight
• Persistable with lifecycle management. Available for audit, compliance or legal review
IBM Case ManagerSupport the Way Knowledge Workers Work
• Knowledge work that in decision intensive - content supports decision making
• Dynamic and unpredictable work (emergent processes and ad-hoc tasks)
• With authorization, case can be accessed and acted on by anyone at anytime from anywhere
• Collaborative and social activities
• Supported by enterprise processes and rules
Creative Work: Creative thinkers observe, experiment, take risks, communicate…content, like art, is often the result of a creative process…
but it’s how it is used, perceived and interpreted that brings the value.
IBM Case ManagerFocus on the Case Outcomes
• Visibility at the case level
• Patterns across all cases
• Dashboards and reports
• Insight from content (content analytics)
• Guidance or recommendations for successful outcomes
• Business-driven solutions
• Rapid time-to-value
• Agility and flexibility to adopt to change
• Accelerators and templates
• Business and IT collaboration
• IBM and Partner solutions
IBM Case ManagerBusiness Can Take Control of their Case Solutions
A Teachers Retirement Benefits Provider Improving customer intimacy and services levels
Benefits •Increase effectiveness by providing knowledge workers information to make quick decisions
•Visibility and flexibility in responding to customer requests
•Improve speed-to-market for new products •Optimize existing investments
The need
• Enhance customer intimacy and streamline service requests
• Improve customer service across pensions, insurance, brokerage, and trust areas
The solution
• IBM Case Manager provides flexibility and integration for Institutional Plan Management
• Integrates with existing rules and enterprise content management investments
• Incorporates a single design tool, allowing business analysts to interact with the LOB
• Provides visibility into transactions through role-based mashups
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Who Delivers the Customer Experience?
Aberdeen Next Generation Customer Experience Management Benchmark, 3/1/2013 http://aberdeen.com/Aberdeen-Library/7092/RA-customer-experience-management.aspx.aspx
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What Drives Customer Experience?
Aberdeen Next Generation Customer Experience Management Benchmark, 3/1/2013 http://aberdeen.com/Aberdeen-Library/7092/RA-customer-experience-management.aspx.aspx
The challenge
• Constant pressure to improve Customer Service in a very competitive environment. !
• Difficulties to have a comprehensive and actionable vision of the always more abundant data of a customer. !
• Customer expectation to be treated as an individual, not a profile. !
• The pace of the market increases, forcing companies to improve their responsiveness to change to keep their customers.
Solution at a glance
• Capgemini Collaborative Customer Interactions solution makes Customer Service more efficient, flexible and centered on business value.
• Built using the IBM Case Manager platform, it offers a complete set of accelerators to handle business processes and documents related to customer relationship management
Mains Use Cases
• Identification !
• Enrollment !
• Scope extension !
• Service requests !
• Loyalty management !
• Customer retention
Features• Connectivity with CRM legacy systems
– such as Siebel, MS Dynamics, SAP, Coheris
!• Completeness check
– to verify that information required to handle tasks within a case is available !
• Customer interaction scripts – to guide the knowledge worker in case
handling, through standard scenarios applying to the case context
Features
• Access to archived customer documents – to allow knowledge workers
to retrieve customer related documents that may not be attached to the case
!• Multichannel interaction
management – to interactively compose,
update and archive correspondence documents
Features• Complaints analysis
– semantic analysis of the unstructured data composing a complaint, detection of trends, correlation and patterns
– to help Customer Care Manager to gain insights on their customer, products and services
• Activity monitoring – dashboards and KPI aligned with process templates – to help supervisors manage Customer Service Front and Back
Office activity • Solution templates – Prebuilt, configurable and extensible
– Data and security models – Process templates – UI and dashboards
Who Can Benefit?• Companies providing high-value goods or complex services to a
wide base of consumers (returning customers) !• Business Roles
– Customer Care Service Manager – Customer Experience Manager – Marketing – Product Management !
• Industries – Consumer Package Goods – Telecommunications – Utilities – Transportation
Financial Services Banking Insurance Local government
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