welcome to icmi’s customer management study course1. make it easy for customers to do business...

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© 2012 International Customer Management Institute, ICMI. All rights reserved.

Welcome to ICMI’s Customer Management

Study Course

Section 3: Relationship-Building Strategies


Today’s Agenda

• CRM objectives

• Supporting call center objectives

• CRM strategies

• The call center’s value proposition

• Operational models

• Keys to aligning people, processes and technology

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Customer-Driven Objectives

• Help drive activities, priorities and expectations

• Are developed with customer’s viewpoint in mind

Customer satisfaction and loyalty data

Other sources?

• Link to Customer Management strategy

• Support the organization’s vision

• Identify problems and trends

3.3 O


Organization-wide Objectives

• Customer satisfaction and loyalty

• Customer value

• Customer retention rate

• Wallet share

• Customer acquisition/ market share

• Overall revenue

• Sales per customer (or revenue per customer)

• Products or services per customer

• Upsell and cross-sell ratios

• Marketing costs and/or response rates

• Quality of customer data gathered and maintained

• Number or percentage of preferred customers

• Employee satisfaction

Define the objectives in red

3.4 O

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Note: Know which objectives fall into which categories

Contact Center Objectives

• Assess: Quality

Accessibility

Efficiency

Cost performance

Strategic impact

• Uncover problem areas

• Determine trends

• Measure customer satisfaction

3.5 O


Your Perspective On…

Supporting Call Center Objectives

Assignment Review

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Organization-wide Customer Strategy

• Summarized as three key initiatives:

1. Make it easy for customers to do business with the organization

- Consistent service regardless of access channel

2. Capture and use key customer data

3. Create personal, customer-specific relationships (personalization)

- Identify profitability of customers and provide appropriate service options

Strategy makes the whole greater than the parts

The CRM vision drives strategy

3.11 S


Encourage the appropriate use of self-service systemsIncrease revenue when appropriate

The Call Center’s Value Proposition

• Services based on segmentation strategy

• Measure customer value• Deliver great service• Customer complaints lead to

improvements• Provide the efficient delivery of

customer service• Reduce repeat contacts• Things are done right the first time• Employees are empowered to make

decisions

Enable effective marketing strategies

Maximize customer

satisfaction & loyalty

Increase quality and innovation

through customer feedback

Improve products and services through customer intelligence

Support the strategies of

other business units

3.15 O

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Example Operational Models

• Operational excellence Providing the best total cost (through a

combination of quality, price and ease of access)

• Product leadership Providing the best product

• Customer intimacy Providing what loyal customers need and

want

3.16 O


Aligning People, Processes and Technology

Insufficient alignment efforts will cause your customer relationship management

initiatives to fail

Using a balanced scorecard approach keeps long-term strategic objectives in

focus.

3.18 O

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Organizational Design

• The organization’s mission and strategy drive the structure

• Agent groups form the foundation of call center structure

• Support positions are enablers

• The structure facilitates branding

• Note: physical restraints do not have much impact with available virtual technology

3.22 O


Welcome to ICMI’s Customer Management Study

Course

Section 4: Cross-Functional Leverage

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Today’s Agenda


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

4.4 O

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Best way to evaluate the effectiveness of VOC efforts - track number of issues raised by the call

center that are fixed by the organization.

Voice of the Customer (VOC)

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

4.6 O


Cross-functional success requires a common purpose (understood by all) and the

necessary skills to achieve the objectives.

Example Cross-Functional Processes

• Forecasting and staffing

• Career development

• Training

• Budgeting

4.7 O

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Barriers to Cross-Functional Relationships

• 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

4.9 O


Trust Building During Collaboration

Tools/methods

Face-to-face meetings

Online information system, email

Facilitated workshops

Experiential events

Dialogue

Conflict resolution

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Your Perspective On…

Communicating the Call Center’s Value

Assignment Review



Organizational Profits

Don’t forget to consider the impact of customer loyalty

4.10 O

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4.11 O



Business and Market Intelligence

4.11 O

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Benefits of Disseminating Business Intelligence Include…

• Understand the market better

• Focus on customers with high 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

4.14 O


www.icmitesting2.com

Assignment for Section 5

• Supporting Technologies and Processes, Section 5

• Exercises at end of Section 5

• Questions about supporting processes

• Quiz

welcome to icmi’s customer management study course1. make it easy for customers to do business...

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