Supporting Technologies and Processes

Section 7

Supporting Technologies and Processes

Customer Relationship Management

Supporting Technologies and Processes

Introduction to Supporting Technologies and Processes

Contents

Providing Enabling Technologies 1. Customer Relationship Management Technologies .......................................................1 2. Desktop Tools and Workflow.........................................................................................8 3. Data Warehousing and Data Mining ...........................................................................12 4. Designing and Improving Self-Service Systems ............................................................17 5. Creating a Technology Migration Plan [Strategic]........................................................23 6. Maximizing System Acceptance ...................................................................................28 Establishing Supporting Processes 7. The Components of a Quality Contact .......................................................................31 8. Fulfilling Promises to Customers .................................................................................34 9. Managing Customer Complaints .................................................................................38 10. The Role of Business Rules .......................................................................................41 11. The Planning and Management Process ....................................................................45 The Role of Teams and Individuals 12. Aligning Hiring and Training Initiatives ....................................................................50 13. Empowering People to Build Customer Relationships ..............................................54 14. Individual and Team Performance Objectives ...........................................................57 15. Cross-Functional Teams and Accountabilities ............................................................61

Exercises............................................................................................................................64 Reference Bibliography .....................................................................................................68

Call Center Customer Relationship Management Study Guide ? Version 2 ? Copyrighted to ICMI, Inc., 2002

Supporting Technologies and Processes

1. Customer Relationship Management Technologies

Ready? 1 2 3

Key Points

? Technology plays an essential role in effective customer relationship management. It may not be the be-all and end-all of customer relationship management, but it is paramount in helping call centers understand, satisfy and retain customers.

? Any customer relationship management technology strategy should focus on such crucial areas as: ? The efficient collection and storage of key customer data ? Utilizing that data to enhance systems' and agents' ability to provide differentiated customer support ? Enabling customers to choose from a variety of support options ? Monitoring the performance of both technology and staff in the call center to ensure customer satisfaction and retention

? Specific systems and tools that will help to enhance success include: ? Contact management and data analysis tools ? Intelligent routing applications ? Screen pops and other desktop productivity tools ? E-support tools ? Customer interaction recording (CIR) systems

Explanation

Technology plays a crucial role in customer relationship management success by enhancing the organization's ability to learn as much as it can about each customer and use that information to deliver top-notch, differentiated service, regardless of contact channel.

Call center managers should work with people from across the organization (including telecommunications, IT, marketing, frontline agents, and other department executives) to determine the specific customer relationship management technology strategy for their centers. In doing so, the manager should focus on such areas as:

? The efficient collection and storage of key customer data

? Utilizing that data to enhance systems' and agents' ability to provide

Call Center Customer Relationship Management Study Guide ? Version 2 ? Copyrighted to ICMI, Inc., 2002

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