Customer Service in a Micro Brewery

Transcription

1 Customer Service in a Micro Brewery Segmentation Micro Breweries rely on a close relationship with their primary market which are the pubs, restaurants, clubs and other associations who buy their craft beer. Positioning Targeting The Customer Service department within the brewery is responsible to take down the orders. That typically happens as a weekly replenishment cycle. The publican calls and places the orders for kegs, casks, bottles, spirits etc. Response time is crucial. All of that needs to be done in the short time of a phone call. The Fiori app we are going to build needs to provide a quick and easy way to deal with any customer inquiry. The Customer relation manager needs to be able to see the backlog, take new orders, offer promotions and also keep an eye on the financial exposure to the customer.

2 Meet copy from previous orders since there are always little weekly changes Married to Jack the master brewer. 15 years within this company Customer Relationship Manager Take customer calls Place orders on behalf Ensure to keep financial exposure within credit limit of customers Explain current promotions to customers Expedite late deliveries It takes a long time complete an order Too many transactions to use for the different tasks Simple one stop shop to give a 360 view of the customer and any ongoing and past activity Production manager, Warehouse and Distribution personnel

3 A day in life currently Duration of a phone call approximately 4 min Mindset What is on the Persona s mind while taking the actions of their journey? How do they feel each step of the journey? Another caller. What is your customer number? Do you want to place the same order as last week? Do you want any changes to that? You didn t receive the firkins last week? Let me check the open orders for you. We can only deliver them to you in two weeks time. I am sorry. It takes so long to check out which orders haven t been paid yet? In which area is this pub? When do they get their weekly shipment? We won t be able to deliver to you until you pay that invoice from last month. Actions What actions and activities does the Persona take while going thru the journey to achieve their goal? Find open orders quickly Check backlog, run availability check Amend order Place another order Confirm delivery dates Check credit limit Check promotions Check outstanding payments Touch points What touch points does the Persona have? (Tools, channels, devices, conversations, and so on.) Phone system SAP Sales transactions (orders, stocks, credit limit) White Board of current promotions Stocks which need to be sold quickly due to shelf time Warehouse manager & Distribution manager across the floor Production Manager about backlog Map of area with colour coded weekly delivery schedules / milk runs

4 Search for customer The White Swan 3, open order items Customers The Queen Victoria 1, Tenant: Address: Weekly delivery on: Mark Rutherford Order History Finkle Street 12, Richmond, DL10 8AY Wednesdays The Queen Victoria 1, Exposure ( K) Who? Where? When? Exposure? Mockup Order History 3 open order items The Stag 6, open order items The Poacher s Rest 4, open order items The White Horse Inn 1, open order items ITEMS (3) Order Item Quantity Total Date Status Autumn Amber Keg /04/2015 Open Bishop s Ale 330ml /04/2015 Delivered Red Punk - Cask 3 230,90 21/04/2015 Invoiced Red Punk 330ml 3 76,00 21/04/2015 Paid White Cockerel - Cask 3 650,90 21/04/2015 Paid Copy & Create Status Details Order/Item: 10045/1 Description: Autumn Amber - Keg Quantity: 1 Keg Date: 28/04/2015 Fulfilment progress Delivery: /1 05/05/2015 Shipment: n/a n/a Invoice: n/a n/a Payment: n/a n/a Cancel Cancel items quickly Copy items and create new order (next slide) Order History? Backlog? Paid? Status?

5 Ship to Add items to order Order items Promotions Credit check Completed Create sales order Product Description Quantity Unit price Total Status White Cockerel Cask Added Red Punk 330ml Added Enter product to add to order Mockup Create order with reference to previous items Add more products manually possible Simple way to include items from previous orders Simple way to remove items from previous orders Stylish Lager - Keg Declined Create sales order Ship to Order items Promotions Credit check Completed Add promotions to order Promotion Description Quantity Unit price Total Status BOGOF Autumn Amber Added Beer glasses Autumn Amber Declined Simple way to add promotions

6 Building the Order history view and the app at work Design component Customer details form Design component Exposure bullet chart Design component Table order items

7 Building the Create sales order view and the app at work Design component Order taking icon tab bar