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Deliver a great customer experience through multiple
contact channels & Communications Enabled Business
Processes SAP Business Communications Management - BCM
SAP, Magnus Clementson, Sr Director BCM Field Enablement
October 27th 2011
The Customer Service Challenge
© 2011 SAP AG. All rights reserved. 3
Challenges when providing Customer Service
The New Reality
Distributed knowledge
Multiple interaction channels
Missing or incomplete information
Complex request with multiple touch-points
Increased interaction time
Non optimal First Time Resolution
Inconsistent Customer experience
© 2011 SAP AG. All rights reserved. 4
Why Front-Office – Back-Office integration is important
Customer
Front-Office
Contact Center
Back-Office
Experts
Mobile Workers
- CONNECTED -
- DISCONNECTED -
- DISCONNECTED -
If I don’t know
the answers...
... I can’t get
anyone to help
me ...
... and often
the customers
are completely
mad.
I’m continuously
disturbed...
... on topics I
have nothing
to do with ...
... and this is
all away from
my real job.
What is a contact center
and why should I care?
SAP BCM Business Overview
© 2011 SAP AG. All rights reserved. 6 © SAP 2009 / Page 6
Isolated communications
and systems silos
Move from System Silos to Integrated Communications
and Business Process Applications O
ffic
e T
ele
ph
on
y
Co
nta
ct
Ce
nte
r
Mo
bile
Te
lep
ho
ny
IT S
ys
tem
s
All-software based integrated communications
and business process applications
Range of
Standard
Terminals
Software
Applications
Standard IT
and Network
Infrastructure
Agents Field
workers
Remote
agents
Corporate
telephony users
Traveling
experts
Automated
services
Diversity of
Users
Multiple
Communications
Channels
Off
ice
Te
lep
ho
ny
Co
nta
ct
Ce
nte
r
Mo
bile
Te
lep
ho
ny
IT S
ys
tem
s
IP
Desk phones
PC
Desktops
Mobile
Terminals
PSTN/
IN IP
Mobile
Networks
Enterprise applications including communications
End-to-end
SAP CRM & ERP
SAP BCM
SAP BI
© 2011 SAP AG. All rights reserved. 7
SAP Business Communications Management software Bundled Contact Center Suite
Inbound Contact Center
Outbound Contact Center
Expert and Mobile Users
Automated Services (/IVR)
Contact Center capabilities in SAP BCM
Business Process capabilities in SAP
Deep SAP Business Context Integration thru Open Interfaces
SAP BCM is a contact center solution that helps organizations to rapidly reach
performance, quality and cost targets, especially in distributed operations.
© 2011 SAP AG. All rights reserved. 8
Consuming SAP BCM 7
Contact Center Agents
integrated with SAP CRM/3rd
Contact Center Agents
SAP BCM stand-alone
Expert and Mobile Users
Contact Center Manager /Supervisor /Analyst Users
Automated
Voice Self-Services
Business and Technical Administrator Users
© 2011 SAP AG. All rights reserved. 9
Business Value Contact Center is Your Company eyes and ears to Your Customer Interface
© 2011 SAP AG. All rights reserved. 10
Operational Costs
Service-to-Profit Chain 1 Business flexibility
2 Ability to make real-time
adjustments
3 Bundled solution (vs. separate components)
4 Deep SAP & 3rd party
content integration
5 Open and non-proprietary
approach
Reduce systems
TCO and complexity
SAP BCM differentiators from competition
Product Qualities Customer Value Drivers
Systems
People
Increase organizational
performance
Improve customer
satisfaction
SLAs
Motivation
Customer
Satisfaction
Profit
+/-
> 70%
< 30%
© 2011 SAP AG. All rights reserved. 11
Telephony
Integration
Multichannel Integration in Interaction Center & BCM
Integration
Chat
Integration
© 2011 SAP AG. All rights reserved. 12
Social Media – Monitoring e.g twitter
Dynamically updated content
from Social Media
Status of conversations with
“signaling lights” based on
mood
© 2011 SAP AG. All rights reserved. 13
SAP BCM role at SAP Link Communication Tools and Events with Business Processes
Increase SAP CRM Users personal productivity with SAP CRM UI
embedded Communications Toolbar
Call controls
User’s own status
indicator
Directory and
presence
© 2011 SAP AG. All rights reserved. 14
SAP BCM role at SAP Link Communication Tools and Events with Business Processes
Reducing process cycle times with real-time collaboration using
contextual presence
Real-time presence and
collaboration tools Business context
Ms. Shirley Bishop
© 2011 SAP AG. All rights reserved. 15
SAP BCM role at SAP Link Communication Tools and Events with Business Processes
Increasing SAP CRM Users and Processes efficiency and convenience
with context transfer
Transferring business context with a
call
Accepting the call and receiving business context
with it
© 2011 SAP AG. All rights reserved. 16
SAP BCM role at SAP Link Communication Tools and Events with Business Processes
Enable real-time processes with action item routing
Escalating a service
ticket
Routed like a phone call in real-time to the
best available person
Queues
Skills
Presence
Real-time routing
engine
Summary
© 2011 SAP AG. All rights reserved. 18
Contact Center
Management
CIO’s
Office
Contact
Center
Site
Back-office
and Field Contact
Center
Site
SUMMARY: Be a Best Run Contact Center
■ Leverage expertise in the back-office and in the field
to route customer contacts immediately to the best
available people
■ Know exactly what needs to be improved and where the
required savings can be found
■ Contact Center is the eyes and ears of Your organization
towards Your customers
■ Best Run Contact Center helps You to
■ understand what Your customers ask from You and
■ realize what kind of products /services and skills You
need to respond customer demand at any given time
Leverage all Your resources to
improve customer satisfaction
Understand and adjust Your Contact
Center operations in real-time
Use Contact Center as Your
strategic asset
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