Customer Care Framework 2008:

Transcription

1 Customer Care Framework 2008: Redefining Customer Experience Abstract Rich and compelling experiences during sales, marketing and service interactions are the key to happy and loyal customers, and translate directly into revenue growth and profitability. Customer experiences and customer care are organizational differentiators in today s competitive environment. Successful companies view excellence in customer care as a strategic advantage, and recognize that their technology platform must support that commitment. Whether customers are internal or external, agents and other customer-facing employees must be empowered with information and tools to quickly and efficiently resolve issues, correspond across multiple communication channels, and provide needs-based selling to a receptive, loyal audience. Operations managers and IT decision-makers can balance personalized and efficient customer support with the need to drive cost efficiencies and streamline center operations. They can achieve these goals while satisfying customer demand for new and diverse technology-based communication channels, and while meeting management s demand for access to realtime performance metrics to support business decision-making processes. This white paper outlines how Microsoft Customer Care Framework 2008 enables companies to aggregate information from legacy and newly deployed applications, mapping enterprise-wide information into a single customized Agent Desktop, from which agents can offer the highest levels of customer care. We present the business value case for a Customer Care Framework solution from the perspective of various stakeholders, including customers, customer care representatives, IT decisionmakers, operations managers, and business decision-makers. Microsoft Customer Care Framework

2 The Customer Care Framework Value Proposition Microsoft Customer Care Framework 2008 employs a strategic approach to the integration of diverse systems and applications, providing a high-value, low-risk solution for sales, marketing and service organizations that delivers on these key business objectives: Delivering Superior Customer Satisfaction Customer satisfaction can be generated through every contact with Customer Care representatives. Strong customer connections not only build loyalty, but also drive repeat purchases and recommendation of your brand to others both critical success factors in any company. Customer Care Framework provides an easy to-use, integrated desktop that presents a 360º view of the customer s account on a single screen, with complete access to support applications. Employees are armed with the software tools they need to streamline service interactions, shorten issue resolution time, create goodwill with customers, and provide quick access to product and pricing information when up-sell and cross-sell opportunities arise. Enabling Cost-effective, Non-disruptive Systems Integration From an operations perspective, the IT Department can integrate multiple systems and applications into a single agent desktop, enable innovative communication channels for customers, and arm management with powerful decision-support tools. The IT staff can quickly and cost-effectively develop an agile and user-friendly interface that connects your people to the processes and information they need to deliver exceptional customer care, and make more informed decisions. Training time is reduced, as the complexities of multiple applications are dramatically simplified. Enabling Customer Flexibility in Communication Channels The Customer Care Framework enables your IT department to meet customer demand for providing alternate, web-based communication tools, including self-service options, and to easily integrate new solutions as technologies evolve over time. IT departments can create support services that interact with Web Portals, Automated Service Agents, Integrated Voice Response (IVR) systems and Web-enabled Support Kiosks, providing more customer choices for communication, and enabling your employees to connect and interact with them more easily. Real-time Business Analytics for Management Decision-Support On the back-end, Customer Care Framework incorporates session and workflow controls that automate service incident tasks and other customer-support functions, enabling managers to standardize workflow tasks and track productivity metrics. And, by using SQL Server 2005 as its data repository, the Customer Care Framework provides real-time integration to Business Intelligence tools for data analytics and decision-support reporting. Microsoft Customer Care Framework Page 2

3 Conceptual Overview of Customer Care Framework 2008 Microsoft Customer Care Framework 2008 is a highly innovative, flexible platform for enabling sales, marketing and service operations to integrate existing systems and applications into an interactive and dynamic front-end solution that directly enhances the customer experience. And importantly, this infrastructure readily accommodates continuous change and growth. This enterprise software product is a framework with a core server component (the Aggregation Layer) that builds data bridges between your existing line-of-business software and new applications or services, using Web services, data-driven adapters and XML application interface tools. A powerful Administrator Console easily integrates virtually any existing software into a highly customizable Integrated Agent Desktop, which links to data repositories and facilitates interaction with existing business applications, such as CRM, Billing, Payment, Ordering, Trouble-ticketing, and Knowledge Management. Within the Desktop interface, session activities are guided by customized, automated workflows, built with Windows Workflow Foundation, which suggest appropriate tasks and courses of action for the Customer Care Agent based on the context of the task steps, customer-specific data, and session attributes. Benefits to the IT Decision-Maker Deploying Customer Care Framework 2008 is part of a strategic IT decision that leverages existing Microsoft platform and application investments, and builds on legacy line-of-business applications. IT departments are able to streamline systems integration, cut costs of solution deployment, reduce technology risk, and expedite implementation with the support of Microsoft and Microsoft Partner Services. Microsoft Customer Care Framework Page 3

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5 Integrated Agent Desktop The Integrated Agent Desktop is the aggregation point for the business functions of the Customer Care Framework solution, and therefore a significant contributor to the value proposition. Existing line-ofbusiness applications are pulled together on the Core Server layer and coupled with data management functions, workflow design and process management tools. Information is delivered to the Agent Desktop, providing flexible and comprehensive user functionality. The desktop is a workflow-driven, automated activity guide that prompts an agent through tasks, and launches applications as they are required providing accurate task execution by the agent, and resulting in a consistent customer experience. A Workflow describes the order of execution and dependent relationships between steps required to complete a task. A process is organized from start to finish, guiding activities that can be initiated by people, by associated data elements, customer-initiated input, or by back-end application functions. Streamlining human and system workflows optimizes your people resources and standardizes business processes and employee tasks, allowing them to be more easily monitored for productivity metrics and completion verification, and then tracked using Business Intelligence tools to produce performance reports for management decision-support. Administrator Console The Administrator Console allows system administrators to customize Agent Desktop interfaces, information context presentations, and systems integration schema. Custom workflow definitions are mapped to drive data-processing in back-end applications and initiate service activities and customer interaction from the Agent Desktop. Workflow Management: Enabling Applications & People to Work Together The Desktop Workflow Management window provides step-by-step guidance for the administrator to simplify call resolution processes and standardize agent activities. Separate configurations can easily be created for various agent groups, with unique business process workflows for each incident type that are triggered based on agent input, existing customer data, or other activities within the Desktop. The framework can extend process workflow management across the enterprise and to external customerfacing communication channels, on-line applications such as e-commerce sites, and self-serve Web portals. With the help of pre-defined activity workflows, process automation and extensive application integration, CCF technology can do much of the legwork that used to require manual processes. Within each service or customer care incident, an optimal set of information is brought to a single screen on the desktop to promote easy customer interactions, quick access to information, and fast resolution. Alternatively, similar workflows can support customers who take advantage of self-service tools that allow them to research product information, check billing status, or place orders on their own schedule, using multiple service channels. Workflow Screenshot on Agent Console Microsoft Customer Care Framework Page 5

6 Improved Activity Tracking Empowering employees to deliver high quality service in less time results in lower cost per session, creates a more conducive selling environment, and promotes higher employee morale. Even modest improvements in employee satisfaction and retention, driven by more robust systems integration, simplified workflow processes and higher customer satisfaction levels, can have a significant financial impact on the operating budget. The SQL back-end provides a central data repository with powerful data analysis and reporting tools to support Business Intelligence applications, enabling management to monitor and respond to key performance metrics as the Customer Care Center drives efficiencies and profitability. All of this is accomplished without the need for IT departments to develop expensive hardcoded interfaces, or commit to inflexible single-vendor solutions. When it comes to leveraging Business Intelligence to optimize operations resources, Customer Care Framework moves beyond simple data-sharing to define the relationships between your customer, agent activities, and product/services data points in order to produce meaningful management decision-support reports. Applications and web services are optimized to improve information sharing, compare employee productivity metrics, and enable enhanced business analytics by integrating solutions such as SQL Server Business Analytics, Performance Point and SharePoint Services. This improved organization and standardization enables easier tracking of key customer behaviors and employee activities to unlock valuable operations performance data that can be more easily tracked to produce management reports. Achieving Competitive Advantage through Differentiation Streamlining and optimizing the customer experience directly impacts customer satisfaction and employee productivity. Aggregating real-time operations information to provide management with a comprehensive view of performance metrics is the key to improving operational efficiencies. By completing a customer interaction within a single support session, Customer Care Framework makes it much easier for managers to monitor customer service fulfillment processes and agent tasks, agent productivity, and to track metrics such as Average Handling Time, First Contact Response, First Call Resolution Rates, and the percent of customers effectively using Self-Service channels to resolve issues on their own. Achieving consistently high marks in these key customer satisfaction metrics is a key differentiator in the competitive marketplace. Meeting Business Challenges Sales, marketing and service companies that have grown through mergers or acquisitions face particular challenges maintaining the quality of their customer care experiences, as IT departments work to aggregate information silos, integrate inherited systems and support processes, and add new service options. Customer Care Framework provides a more manageable and less disruptive process than rip & replace alternatives for transitioning legacy systems and applications into an integrated environment. It quickly streamlines support processes and automates service agent tasks critical steps toward the goal of enhancing employee productivity and improving the customer experience. Microsoft Customer Care Framework Page 6

7 Consider the following Metro Media story to gain an appreciation for the business value benefits that can be achieved with deployment of the Customer Care Framework into such an environment. Identifying Business Objectives - Prioritizing Customer Care Metro Media has been a successful cable TV company for 15 years, consistently expanding its customer base through acquisitions, and innovating with new channel offerings. Three years ago, Metro began expanding into digital services first with high speed residential internet service, then adding digital media content delivery with on-demand movies, and most recently adding digital TV. Management anticipated the need to focus their Customer Care division on customer retention, specifically on driving high customer service satisfaction by (1) improving the efficiency and effectiveness of customer interactions; and (2) by enhancing customer options for interacting with the Customer Contact Center. In the meantime, they were challenged by the acquisition of disparate legacy systems as their business grew, and the need to make these applications work together. Their overriding goal was to differentiate Metro Media from the competition by turning their enhanced agent support capabilities and the subsequent positive customer experience into strategic advantages. It was critical for Metro to evolve their systems and support processes to automate support tasks, and empower customers with self-serve and interactive experiences if they were going to realize the targeted ROI on these acquisitions, and achieve their objectives of long-term profitability and subscriber growth. Metro decided to add Web-based self-service options and expand into other communication channels, adding interactive chat support, enhanced IVR and automated service agents. Agents had to be armed with access to information and automated system functions to meet the demands of multiple-service subscribers who desired more convenient ways to interact with service agents. Alternatively, some customers preferred to access information using Web-based self-service tools for simple service needs. Those new support channels had to be unified with legacy systems into an integrated agent desktop that would allow individual employees to respond quickly and effectively to an expanding array of customer needs. Enhancing their ability to track operations efficiency, systems and process performance metrics, and agent accountability were primary objectives when management considered the available options for improving their customer service operations, and a cornerstone of their strategy for competitive differentiation. They understood it would require a comprehensive solution that incorporated systems integration, process optimization and information management. Metro executives challenged their operations and IT managers to achieve systems integration and performance targets, while retaining several back-end systems and maintaining ROI targets on new technology investments. Managers, in turn, worked with their Microsoft Account Team to design a comprehensive integration strategy. They chose to deploy the Microsoft Customer Care Framework, with its integrated desktop functionality, to achieve these goals on a short timetable, without having to replace legacy systems or invest in extensive software development projects. Microsoft Customer Care Framework Page 7

8 The Customer Experience Convenience, Service Satisfaction, Higher Value Consider the series of events required for a customer to add a new Metro Media service to their account before the company deployed the Customer Care Framework solution. Susan Wilson s call to Metro Sales Consultant Jerry Harris initiated a complex series of events to add internet service to her existing cable service. Jerry had to search two internal Web sites for service options and pricing, check service availability at Susan s address on a separate system, review her account history in another application, and check on availability of installation technicians in yet another system. Submitting the actual order required him to log into a particularly user-unfriendly legacy application, asking Susan to repeat personal information and entering a complex code for each component to match the proper equipment to her service type. The entire process could involve sessions with multiple agents, keeping Susan on the telephone for over an hour. Jerry then had to wait for accounting to review the order before calling Susan back with the order approval. This, of course, assumes he would be able to re-connect with Susan by telephone to schedule the installation. With the Customer Care Framework fully integrated, and his new Agent Desktop operational, Jerry is able to manage the entire process, including automatically updating both the service delivery order and changes to Susan s monthly billing, within one session, and without ever leaving his CCF Desktop. Susan only has to speak with one agent, and the entire process is complete in less than 15 minutes. Her order confirmation is ed to her automatically, allowing her to validate the order information and confirm the installation time in one easy step. A link is provided within the confirmation that allows her to access her order online from a self-service portal to track its status or even re-schedule the installation if necessary. Benefits to the Customer With a 360º view of a customer s information and access to support applications, a single agent can accomplish issue resolution quickly and confidently. Customers enjoy a higher level of service, and gain confidence in the company s services. They also have expanded choices for engaging with customer support through alternate communication channels of their choice, including self-service options. The Agent Experience Easier Systems Navigation, More Attention on the Customer Today, whether Susan initiates contact by phone, live chat, Web portal, , or IVR, an agent can seamlessly assist her with any service issue using the Integrated Agent Desktop. Account information and services data for both her TV and Internet service is immediately aggregated and brought to the desktop. CCF identifies her from the incoming home telephone number or Customer Portal login, so there is no need for her to repeat personal information, and agents don't need to dig for that information while she waits. Instead, agents greet her by name and have immediate access to the information and applications needed to address her needs. From the moment she makes contact, the agent has a complete picture of her current and past relationship with Metro. Benefits to the Contact Center Agent Aggregating information from all business systems into a single customer view empowers agents to respond effectively to customer needs, simplifies and automates subsequent workflow processes, and creates a more productive, empowering and satisfying employee experience. Microsoft Customer Care Framework Page 8

9 The Integrated Agent Desktop Contact center agents like Jerry Harris could be considered the company s most visible asset, as they are often the only direct contact point with the customer. Empowering them to provide comprehensive service was seen as essential to achieving Metro Media s customer satisfaction goals. However, the agent experience often mirrored the customer s frustration, dealing with multiple communication channels, managing through a maze of screens and applications, fielding customer complaints, struggling to flawlessly execute complex workflows, and trying to realize unattainable productivity metrics. Agent morale suffered, and turnover increased. The deployment of Customer Care Framework and its integrated Agent Desktop enabled Jerry and other agents to serve the needs of virtually any customer situation without using multiple systems, or even changing screens. A customer s complete information, with access to back-end systems and a range of customer communication channels, is delivered within the Agent Desktop session to speed agent productivity and lower call resolution times. Microsoft Customer Care Framework Page 9

10 The Self-Service Customer Portal The Customer Self-Service Portal capitalizes on CCF s highly flexible middle-tier information aggregation capabilities. This facilitates the creation of direct to-customer, self-service channels of communication. The Self-Service Portal makes it easy for content managers and developers to populate portal channels with customer-specific content. The Self-Service presentation tier is based on the power and universality of Microsoft SharePoint 2007, which enhances the capabilities of such self-service functions as: Maintaining user account registration, authentication, and authorization; Presenting user account and service profile information; Generating targeted alerts and promotional information based on profile; Providing access to billing information; and Offering service order, trouble-ticket generation, and status checking. Systems Integration and Process Automation Simplifies Operations Management While the satisfaction of subscribers like Susan is arguably the most visible outward indicator of Metro Media s success with their Customer Care Framework implementation, there are many internal performance indicators that contribute to Metro s overall business performance. The Customer Care Framework supports an array of task simplification and process automation functions that empower operations managers to increase productivity. It simplifies and dramatically reduces employee training, contributes to creating sales opportunities, improves quality assurance and enhances resource Microsoft Customer Care Framework Page 10

11 requirements planning. These operations benefits help drive the manager s Key Performance Metrics that help them achieve the Critical Success Factors by which their fiscal performance is measured. Benefits to the Operations Manager The integration of systems, as well as process automation on the Agent Desktop, produce significant operational efficiencies. Agent tasks are simplified by standardizing and automating many support process workflows, and Managers can focus on assisting them with customer needs instead of systems issues. The result is more productive Agents, higher morale, less training downtime and lower Agent turnover. A further benefit of CCF integration is seamless transitions when it is necessary for agents to hand off a customer between departments, with customer information readily available for transfer to another agent. Metro s CCF solution enables the Customer Care team to handle more customers in less time, with fewer agents driving improved customer outcomes and freeing more time for agents to pursue crosssell and up-selling opportunities that improve the bottom line for the business. Differentiation through Customer Care Business decision makers can use the quality of their customer care as a competitive differentiator. To that end, Metro s goals included maximizing customer satisfaction and retention, improving employee effectiveness and job satisfaction, optimizing employees job experience, reducing training time and costs, and increasing employee retention. The Customer Care Framework is a great fit for sales, marketing and customer support centers in virtually any sector or industry. Organizations can focus on the customer and amplify the impact that improved customer experience can have on differentiating the company from the competition, building customer loyalty and retention, and leading to improved overall business results. Whether the customer care environment is an external-facing center, or an internal support group such as sales support, helpdesk, or administrative services, business decision makers who are responsible for the customer experience and the operational P&L increasingly look to quality of customer care as a competitive differentiator, and a key contributor to improved customer satisfaction and retention. And while Customer Care Framework is a great fit for any service and support center, it is particularly valuable for those business managers who need to integrate inherited business systems, or who want to add new technologies that provide customers with more choices in communication channels. Benefits to the Business Decision Maker Customer Care Framework is designed to accelerate business results with fast, manageable implementations. Existing, new and future applications can be deployed and integrated on a schedule as budgets allow, and as business needs dictate. The robustness and simplicity of the platform accelerates training, minimizes employee turnover and results in lower HR costs. Productivity of agents increases, and the quality of customer interactions becomes more effective and efficient, with a resulting increase in customer satisfaction. The Customer Care Framework brings valuable benefits to the customer as it supports the company s competitive positioning and contributes to bottom line profits. Microsoft Customer Care Framework Page 11

12 Maximizing Return on Investment Key Components driving ROI Business Value of Customer Care Framework 2008 Revenue Generation Customer satisfaction leads to referrals Cross-selling and Up-selling Improved sales win-rate Strategic Advantage Customer satisfaction leads to higher customer retention and repeat purchases Cost Savings Agent productivity Reduced Average Handling Time Lower Total Cost of Ownership Faster solution deployment Cost Avoidance Eliminated repeat calls / reduced service costs Supports customer self-service Unified desktop eliminates agent training on multiple applications Lower agent turnover, reduced hiring and training costs Decreased development costs Deployment of the Customer Care Framework 2008 enables your IT staff to leverage existing technology to produce a high Return on Investment when expanding services or sharing information with your extended network of partners, vendors and customers. Companies have the ability to aggregate existing systems through open standards, regardless of the vendors or the technologies. Customer Care Framework includes significant enhancements over previous versions, which simplifies deployments and delivers powerful integration capabilities that are vendor- and technology-platform independent. The services architecture of the Customer Care Framework accelerates Return on Investment by using Web services, a Hosted Application Tool-kit, Multi-server Integration technology, and by integrating Windows Workflow Foundation, leveraging your current investment in other Microsoft technologies and accelerating time-to-market of new solutions. Development of new business solutions is streamlined and operational disruptions are minimized while avoiding the high cost and risk of creating additional customer dissatisfaction that would come with a rip and replace approach to legacy systems. Implementation Leveraging the Microsoft Network Rapid deployment is a hallmark of Customer Care Framework implementations. Once key stakeholders are identified, Microsoft Account Teams assist to engage appropriate Microsoft Services and Microsoft Partners with expertise in these deployments to minimize risks and ensure a successful implementation. Microsoft Services and Partners can also ensure that business goals are identified and strategies to achieve them are incorporated. As part of the planning process, their contributions include an analysis of legacy systems, agent roles, channels, and customer session profiles to insure optimal application integration and workflow process automation. Partners can provide expertise in process mapping, automated workflow design for each application, and agent training. In parallel, they typically evaluate the feasibility of different workflow approaches that should be assessed and selected. The process should include rigorous project management and close adherence to your company s solution planning process. Microsoft Customer Care Framework Page 12

13 Leveraging Technology Investments to Increase Business Value The Customer Care Framework is a logical choice to further leverage a host of other applications and services, particularly for companies who have standardized their network environment around Microsoft s core technologies. The framework facilitates both horizontal and vertical integration with Microsoft and third party applications, databases and Web services. Depending on your business focus and your existing suite of applications, any or all of the following solutions can be implemented within the Customer Care Framework to meet your business needs and quickly realize business benefits: Customer Relationship Management customer account history and services Web Services Integration sharing customer data from different sources Databases data repositories and information sources , Messaging and IVR Services multiple communication channels available to the customer Business Intelligence and Business Scorecards easy-to-use tools to support decision-making Document & Information Management Solutions content management E-Commerce Portals customer access to business catalogues and transaction processing services Directory Services manage network identities, single sign-on capability for multiple applications Summary Business decision makers in every industry are faced with ever increasing demands from customers for better service, while struggling to control their budgets as they manage disparate applications and systems. Solutions to these challenges should be welcome in today s competitive business environment. Microsoft Customer Care Framework 2008 can provide cost savings and cost avoidance to a company s service and support organizations, while significantly lowering the total cost of ownership of the solution. This robust and extensive architecture provides front- and back-end tools that can improve the customer experience and agent productivity. It also provides IT organizations the tools needed to quickly integrate new and existing enterprise applications, accommodate new communications channels, expand customer service options and meet performance targets. All of this adds up to differentiation in the marketplace, providing the opportunity for competitive advantage. Microsoft Customer Care Framework 2008, deployed utilizing Microsoft Consulting Services and expert deployment Partners, can be implemented quickly and efficiently within an existing technology infrastructure, and supplemented with other solutions based upon unique business needs. For information on Microsoft Customer Care Framework 2008, contact your Microsoft representative, or one of Microsoft s Partners at Microsoft Customer Care Framework Page 13

14 This white paper is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS DOCUMENT. Complying with all applicable copyright laws is the responsibility of the user. The information contained in this document represents the current view of Microsoft Corporation on the issues discussed as of the date of publication. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information presented after the date of publication. Without limiting the rights under copyright, no part of this document may be reproduced, stored in or introduced into a retrieval system, or transmitted in any form, by any means (electronic, mechanical, photocopying, recording, or otherwise), or for any purpose, without the express written permission of Microsoft Corporation. Unless otherwise noted, the example companies, organizations, products, domain names, addresses, logos, people, places and events depicted herein are fictitious, and no association with any real company, organization, product, domain name, address, logo, person, place or event is intended or should be inferred. Microsoft may have patents, patent applications, trademarks, copyrights, or other intellectual property rights covering subject matter in this document. Except as expressly provided in any written license agreement from Microsoft, the furnishing of this document does not give you any license to these patents, trademarks, copyrights, or other intellectual property. Microsoft Windows, Microsoft Customer Care Framework, Windows SharePoint Services, Windows Workflow Framework, and Windows Server are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries. All other trademarks are property of their respective owners Microsoft Corporation. All rights reserved. Lawrence Associates LLC works with corporations and public sector organizations to understand and optimize the financial and strategic impact of technology-enabled solutions and strategies. The firm also works with the world's leading IT vendors to evaluate and communicate the total business value of their products and solutions to their customers. For more information about Lawrence Associates LLC, its products and services, visit their website at Microsoft Customer Care Framework Page 14