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SERVICIO AL CLIENTE Información general

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Presentación del tema: "SERVICIO AL CLIENTE Información general"— Transcripción de la presentación:

1 SERVICIO AL CLIENTE Información general
The overall objective of this presentation is to convey the power, flexibility and usability of our Customer Service capabilities. The assumption is that this deck would be used after an all-up Microsoft Dynamics CRM Deck. On account of that, this presentation is really focused on content specific to Customer Service. This deck has the same overall structure and flow of the SFA and Marketing Automation decks so that presenters who are familiar with one deck can easily grasp the content and structure of the other decks.

2 Servicio al cliente mejorado que proporciona más valor a la empresa
“…las compañías con mayores niveles de satisfacción del cliente han sorprendido mucho en el S&P 500, sobre todo en los últimos años. No sólo han conseguido aumentar su cotización y dividendos, sino que sus valores y flujos de caja han sufrido una menor volatilidad.” Harvard Business Review marzo de 2007 Executive Quote: “We also do a bunch of things to keep people directly in touch with customer needs. Every new employee, no matter how senior or junior, has to go spend time in our fulfillment centers within the first year of employment. Every two years they do two days of customer service. Everyone has to work in a call center…I just got recertified about six months ago.” -- Jeff Bezos, CEO, Quote from Jeff Bezos – “The Institutional Yes”, Harvard Business Review, October 2007, pg What is the ultimate result of higher Customer Satisfaction? increased Company Value as measured by ACSI analytically demonstrates a positive correlation of stock price to customer satisfaction. This means that firms with higher customer sat ratings vastly outperformed their peers (competitors) in the stock market. While the study was performed in the United States and based on US markets, the results are absolutely applicable to developed markets in Europe and Asia. For additional information, another more qualitative treatment of customer service defining market champions, please go and read March 5, 2007 edition of BusinessWeek. The Cover Page article entitled “Customer Service Champions” goes into great detail about successful companies leveraging customer service for competitive advantage. APPENDIX (DO NOT PRESENT – BACKUP PURPOSES ONLY) ACSI = American Customer Satisfaction Index In a groundbreaking 2006 study, University of Michigan business professor Claes Fornell and colleagues showed the relationship between customer satisfaction and financial success by creating a hedge portfolio in which stocks are bought long and sold short in response to changes in the American Customer Satisfaction Index (ACSI). Christopher Hart, “Beating the Market with Customer Satisfaction”. Harvard Business Review, March Document#F0703H

3 Retos empresariales típicos en Servicio al cliente
Ponga en marcha y forme a los nuevos Representantes de servicio al cliente (CSRs) rápidamente Aumente el uso de CSR y mantenga su calidad Proporcione una experiencia eficaz y coherente en todos los puntos de contactos Convierta las oportunidades de ventas directas y cruzadas en ingresos Aumente la resolución de la primera llamada y disminuya el tiempo medio de gestión How are companies using the Contact Center today to drive Competitive Advantage? In general, firms are trying to build higher Customer Satisfaction.– this is a Strategic goal. Customer Satisfaction leads to: Loyalty Word of mouth advertising Price Premiums Reduced Operating Expenses Higher Customer Close Rates Even in closed industries (i.e. healthcare), high customer satisfaction can remove pressure from regulatory oversight or government intervention. There are multiple, typical challenges in Contact Centers today. Some of the challenges are: On-board and train new Customer Service Representatives quickly Increase CSR Utilization and retain quality CSRs Provide a consistent, effective experience across all contact touchpoints Convert cross-sell and up-sell opportunities into revenue Increase First Call Resolution and decrease Average Handle Time. The challenges all map to a few strategic objectives in a contact center: Customer Satisfaction Offer better and more simple customer support. First Call Resolution is the #1 goal of every Contact Center. This is more important than Average Handle Time or other metrics. All of these things lead to loyalty. A simple 5% increase in Customer Loyalty can yield a 25% increase in profitability (source: Fred Reichheld, The Loyalty Effect) JD Powers study: +52% median improvement in shareholder value for those companies that improved customer satisfaction rankings. -28% decline for those whose customer sat rankings decreased Revenue Generation For the most part, revenue generation refers to using the contact center for a) campaign responses b) inbound sales and c) cross-sell and upsell. The first two are very typical scenarios and will persist. Cross-sell and upsell have received a lot of attention. When deployed correctly, this is very powerful. MS CRM can support this through a combination of MS CRM, Analytics Foundation, SQL Server (Reporting & Analytic Services), and some custom code. Cost Reduction As much as we talk to Loyalty Mgmt and Revenue Generation, the name of the game for many Contact Centers is Cost Containment. It is the foundation for nearly every contact center in the world. Core to this strategy is “deflecting” calls to IVRs, self-service and . In addition, it can be thought of as anything from basic knowledge transfer to customers (from agents) to higher valued things like avoiding product returns or managing warranty claims

4 Visión de la industria “El rol del centro de contacto en la organización está cambiando y creciendo. Los centros de contacto son unidades de negocio cada vez más estratégicas, y no meros departamentos de centros de coste.” Michael Maoz, Vicepresidente Famoso analista, Gartner Inc. “Los presidentes mencionaron la nueva tecnología (63%) y la lealtad del cliente (54%) como dos de los mayores impulsores de ingresos de su negocio.” New York Stock Exchange (NYSE) Informe de CEO, 2007 Quote #1 Michael Maoz is considered the most influential and respected technology analyst in the field of customer service and CRM. His feeling is that the Contact Center is the “hub” of customer activity in a corporation and is growing even more important in its role. Investment by companies will follow. Quote #2 The second quote really shows what is one the minds of the top CEOs throughout the world. As many of you know, the NYSE is the premier global stock exchange. Although it is American, many global companies trade through NYSE via ADRs (American Depository Receipts). As such, this quote represents the opinion of CEO of top companies from all over the world. Quote #3 The last quote comes from a prominent international business journal – the Harvard Business Review. Essentially, this study substantiates the link between customer satisfaction and a tangible ROI. So, what does customer sat lead? – higher spending, increased cash flow and better business performance. “Si está buscando estimular la satisfacción del cliente, uno de los lugares más prometedores por donde puede empezar es por el servicio al cliente…el aumento de la satisfacción tiene un impacto positivo sobre el gasto del consumidor, el flujo de caja y el rendimiento del negocio.” Harvard Business Review, 2007

5 Cambio de la reglas en Servicio al cliente
Transforme el Servicio al cliente en un activo estratégico Anime a los empleados para que formen parte del Servicio al cliente The Vision of Microsoft Dynamics CRM in Customer Service revolves around three key goals: Transform Customer Service into a Strategic Asset Empower all employees to be a part of Customer Service Achieve a true 360 degree view of the customer Many CxOs have identified the Contact Center as a vehicle to improve their business. As businesses have identified Customer Service as a Strategy to improve their business, they need a robust technology platform to enable the strategy. Microsoft Dynamics CRM can provide that platform to help make Customer Service into a Strategic Asset. To build true customer satisfaction, customer service cannot just be the jobs a few employees in a contact center or the customer service department. All employees from the CEO to the front-line retail salesperson (or equivalent) must have critical customer information at their fingertips and be able to assist customers. Microsoft Dynamics CRM is the only CRM system that is familiar to all users via Outlook interface or agent desktop. If Customer Service is a “silo” in a business, it is impossible to evaluate service in the context of the entire customer experience. Similarly, it is difficult to present offers to customers if Customer Service is in a silo. It is important to gain a 360 degree of a customer, enabled by Microsoft Dynamics CRM. With the powerful platform approach and pervasive use by all employees, firms (or governments) can capture all interactions across multiple channels and then use the history and insights to view the customer holistically. Facts 21% of contact center TDMs ranked acquiring or introducing new technology as their #1 issue 27% of contact center BDMs ranked identifying or increasing sales opportunities as their #1 issue 60% of B2B contact centers do not have a CRM application 75% of B2C contact center do not use a CRM application Source: Gartner Consiga una vista real de 360° del cliente


7 Solución de servicio al cliente de Microsoft Dynamics CRM
Capacidades de marketing Funcionalidad completa Flujo de trabajo de servicio Diseñado para Usuarios Directores Ejecutivos The capabilities outlined in the diagram above showcase the breadth of capabilities within Microsoft Dynamics CRM that help organizations provide consistent, effective service that improves the customer experience. The following slides illustrate the major capabilities of Microsoft Dynamics CRM in a customer service and/or contact center environment. The slides do not discuss major platform capabilities or technical architecture advantages – please supplement this ppt deck with slides from TDM deck or architecture deck.

8 Gestión de cuentas y contactos
Funcionalidad completa que permite a los representantes de servicio al cliente gestionar mejor las interacciones. Componentes de Gestión de cuentas y contactos Histórico de cuentas, contactos y caos Gestión de contactos Descubrimiento y búsqueda Importación y calidad de datos Relaciones complejas Ventaja de Microsoft Experiencia del usuario familiar a través de Microsoft Outlook, escritorio de agente o cliente Web Eficaces funciones de productividad como Autocompletar y Búsqueda inteligente La importación y corrección de registros duplicados es perfecta y fácil de realizar Agilidad técnica fundamental para dar soporte a interacciones de servicio básicas Account & Contact Management Refers to the baseline activity of finding current customers, adding new accounts/contacts or editing the profiles (i.e. attributes) of current accounts or customers. Microsoft Dynamics CRM makes it very easy and effective for informal customer service personnel or formal Customer Service Representatives (CSRs) [e.g. call center agents] alike to quickly find, add, edit or delete accounts and contacts in the system. This includes productivity-enhancing features like Auto Complete (automatically populates field once user has typed identifying information) and Smart Search (provides pick-list of closest matching data based on user input – such as names of accounts). Also, Microsoft Dynamics supports two key technical capabilities: Complex relationship modeling (in database) including Many to Many (N:N), One to Many (1:N); and Many to One (N:1) relationships Robust import of data (such as account lists) including full de-duplication control at User or Administrator level

9 Gestión del conocimiento e interacciones
Capacidades de gestión de interacciones completas incluida la gestión del conocimiento y los contratos a nivel de servicio. Componentes de Gestión de conocimiento e interacciones Marco de trabajo de interacciones flexible Experiencia de usuario contextual Knowledge Base Creación, revisión y publicación de artículos en KB Contratos de soporte y SLA Ventaja de Microsoft El escritorio de agente personalizable presenta Microsoft Dynamics CRM a través del explorador, Microsoft Office Outlook, Sharepoint o una interfaz de usuario personalizada Knowledge Base completamente integrada con capacidades de publicación y creación. Sólido soporte de correo electrónico con respuestas y promoción automáticas de correos electrónicos a casos. Interaction and Knowledge Management Many B2C and B2B companies conduct a majority of their customer service operations through formal Contact (Call) Centers. Microsoft Dynamics CRM provides a great platform for businesses or governments that operate Contact Centers. Microsoft Dynamics CRM can be surfaced through a variety of interfaces including: Microsoft Outlook Web Client through Microsoft Internet Information Server (IIS) Web Client through Microsoft Office Sharepoint (MOSS) Customer Agent Desktop powered through Microsoft CCF, MOSS or IIS At its core, Microsoft Dynamics CRM provides out-of-box functionality for Interactions – companies can utilize common fields or build customized forms and screens to expose service history, bills, or other information Knowledge Base – full repository including authoring, review and publishing of KB articles. Recommended solutions from Knowledge Base can be published internally or externally. Service Level Agreements (SLA) – with Contracts module, establish SLA tracking or bill customers for support incidents, support time used, etc… Response Management – system will automatically respond to s sent to specified inboxes with KB articles, receipt notice or other information. Also, s can either be automatically or manually converted into a Case.

10 Programación y gestión de casos
Componentes de Programación y gestión de casos Gestión de incidentes multicanal Gestión de actividades y comunicaciones Enrutamiento y escalado Funcionalidad sofisticada para crear, gestionar y resolver casos a través de varios canales y también programar servicio de campo. Gestión de recursos y servicios Optimización y programación global Ventaja de Microsoft Funcionalidad de gestión de casos fácil de usar con creación, edición, despacho, seguimiento y resolución. Uso optimizado del personal de campo, parque móvil, herramientas, componentes y recursos Case Management and Service Scheduling Case Management Managing and tracking support “cases” (also known as incidents) is a core capability of any CRM customer service solution. Microsoft Dynamics CRM provides great functionality to create, manage and resolve support cases via multiple touchpoints including: Web In-Person Telephone and other channels… Routing and Escalation In addition to core Case Management, Microsoft Dynamics CRM fully supports creation and management of Queues. Cases can be automatically or manually dispatched to Queues. Also, workflow rules can be easily created and executed to escalate cases to a manager or supervisors when a case is neglected or exceed san established SLA. Service Scheduling Microsoft Dynamics CRM provides Service Scheduling modules as a core part of application. Often, Service Scheduling is referred to as Field Service. Microsoft Dynamics CRM provides the tools to create resource groups of field personnel, tools, fleet, parts and other critical resources to complete a job (i.e. fixing a copier). CSRs can use the Service Calendar to easily schedule service at a particular customer site. Importantly, the Service Schedule module includes an optimization engine that automatically chooses the best date/time for service based on customer parameters and resource group availability.

11 Análisis, informes y visión general en tiempo real
Toda la gama de capacidades de inteligencia empresarial desde informes comportamiento predictivo histórico, informes básicos, OLAP y tableros de rendimiento. Análisis, informes y visión general en tiempo real Análisis de clientes Informes de servicio estándar Informes de clientes OLAP y minería de datos Tableros y tarjetas de resultados Ventaja de Microsoft Análisis de comportamiento predictivo como venta directa y cruzada, y análisis históricos Informes críticos de servicio suministrados de forma estándar con informes totalmente personalizados disponibles fácilmente para cualquier usuario Integración perfecta con SQL Server Analytic Services & SQL Server Reporting Service para conseguir informes, minería de datos y OLAP eficaces. Real-Time Insight, Reporting and Analytics Essentially, this set of functionality in MS CRM provides capabilities to do: See Historical activities Build and deploy Predictive analytics Perform OLAP (Online Analytical Processing) and data mining Populate Executive, service and contact center dashboards Build totally custom reports Microsoft Dynamics CRM 4.0 comes with seven standard service reports right out of the box including: Account Distribution Account Overview Account Summary Case Summary Table Neglected Cases Service Activity Volume Top Knowledge Base Articles However, we don’t stop at the standard reports and can offer the full ranges of BI and analytics capabilities using Report Wizard embedded in CRM or using a combination of Excel 2007, PerformancePoint and SQL Analysis Services. MS CRM can also import information from other systems like an ACD to produce consolidated Contact Center reports. Also, companies can also utilize SQL Analysis Services in combination with workflow and custom code to provide real-time actionable intelligence. Providing upsell or cross-sell information (an offer) to an agent on the phone would be an example.

12 Soporte y ventas proactivas
Transforme el centro de contactos de un servicio que simplemente reacciona en un componente estratégico y proactivo del negocio. Componentes de Soporte y ventas proactivas Análisis de cuentas y contactos Evaluación de venta directa y cruzada Recomendaciones de productos Comunicaciones proactivas Campañas de servicio Ventaja de Microsoft Procesos de servicio globales perfectamente integrados que impulsan un comportamiento positivo Funcionalidad de “Hacer clic para marcar” y “Presencia” fácil de usar integrada en Microsoft Office Communications Server 2007. Proactive Sales & Support This is a relatively new area in customer service. Basically, our vision is to use the wealth of service history and activities to build profiles of common support occurrences and then use that information to proactively service customers. As an example, the proactive sales & support could take the form of: Driving Quality initiatives based on product failure analyses Proactively scheduling maintenance on a product before there is a problem Calling a customer that meets certain criteria to offer them a new retail banking product Reducing warranty claims To realize a Proactive Sales & Support environment requires the integration of multiple different components in CRM, all orchestrated using Windows Workflow Foundation. Office Communications Server 2007 Integration One key area that we differentiate ourselves in is our integration with Office Communications Server With this integration, we can expose “Presence” information on users to others in the organization – that way various folks can collaborate to service customers more effectively. The same integration provides chat and “click to dial” functionality.

13 Escenarios de servicio al cliente
Soporte global permanente Centro de contactos inmejorable Procesos de servicio coherentes Campañas de servicio exprés Gestión de calidad total Permita que la gestión de casos sea controlada por equipos en múltiples zonas horarias Implante centros de contactos de primera clase que admitan varios turnos y agentes remotos Use el flujo de trabajo para impulsar la coherencia y la visibilidad en tiempo real en cada fase de los procesos de servicio Gestión problemas de soporte de servicio de una forma sencilla y fácil desde el contacto a la resolución Permita realizar análisis y seguimientos de todas las valoraciones de servicio para impulsar la mejora de procesos Key Point: The new functionality in CRM 4.0 provides substantial support for common support scenarios in most businesses. Here are some detailed examples: Storyline – Follow-the-Sun Global Support Financial Services companies often run trading desks that are literally never closed. A “bourse” (market) is always open. As Tokyo, Shanghai and Singapore exchanges close, bourses in Dubai and Bombay are up and running. As the bourses close, Frankfurt and London open up and finally New York opens. Global firms often have to support their customers from a few locations that speak different languages or be trading in any currency. Titan provides ability for robust support in this instance. Storyline – Closed Loop Service Processes Insurance companies sell policies and process claims. When claims come in, many people touch the claim including adjusters, corporate personnel, accounts payable, underwriters, actuaries, and case managers. It’s naturally important to have a robust closed-loop service process to ensure that information finds the correct work path and there is accountability in taking action. Titan provides such functionality predominately enabled by workflow and tracking of s associated with cases. In the insurance example, the case starts with a claim, goes to an adjuster, is sent to a case manager to discuss with customer and finally ends up in accounts payable to cut a check. Storyline – Complex Customer Relationships A firm wants to drive down their cost of serving customers and improve their quality management. Many firms do this via Six Sigma and other Total Quality Management process initiatives. Using CRM, a company could easily track interactions, capture critical data and then use information for analysis purposes.

14 Basado en Microsoft Capacidades básicas Agilidad del negocio Flujo de trabajo sólido Análisis e informes Multiempresa Interfaz de usuario multilingüe Multidivisa Capacidades de personalización globales Aplicaciones compuestas Flexibilidad inherente a la asignación de procesos del negocio Pensado para que lo diseñe cualquier usuario de la organización Underneath the covers… Microsoft has some key distinctions that set it apart from many competitors in the market today. Chief among our distinctions is our robust platform approach to CRM: Multi-tenancy provides ability for enterprises, hosting-providers, and outsourcers to cost-effectively serve different constituencies that have different needs Multi-language user interface and multi-currency functionality makes this a truly global product Microsoft Dynamics CRM offers unrivalled business agility to support a company’s service processes. The newly added Windows Workflow Foundation creates a new level of cross-application workflow capabilities that can be created and deployed by a power user, business analyst and administrators. Genere informes de todos los niveles desde informes estándar “predefinidos” hasta sofisticados informes personalizados Descubra tendencias o comportamiento predictivo con OLAP y minería de datos

15 Microsoft Dynamics CRM en el centro de contactos
Canales de interacción Vista de 360° de la IU compuesta Análisis e informes Teléfono Apls. CC Agentes Supervisores Directores Ejecutivos Wireless PSTN VPN e Internet CTI Autoservicio Web Correo electrónico Chat This slide depicts the common architectural approach to Contact Center technologies. This architecture is merely representative of common architectures and should not be considered prescriptive or the advice of Microsoft. It is merely for discussion purposes. Most major components found in contact centers are represented in this diagram including: ACD (Automatic Call Distributor); this could also be called a switch or PBX. This system accepts calls and routes them to the right agent. CRM System – agent desktop powered through Microsoft Dynamics CRM CTI (Computer-Telephony Integration) – this provides “screen pop” that pulls information from a database and automatically presents it to an agent when they accept a call. Microsoft maintains strategic relationships with most of the leading switch/ACD/PBX vendors so CTI is very simple. Several leading firms have built OOB connectors (see partner slide) IVR (Interactive Voice Response) – these systems provide automatic responses to prompts. CC Apps – these are often Workforce management, quality monitoring, and other administrative applications important to contact centers Integration to key back-end systems like ERP, legacy apps (i.e. billing), and Line-of-Business applications like provisioning Integration from Microsoft Dynamics CRM to back-end systems can be enabled in multiple different ways including use of Microsoft Customer Care Framework, Microsoft BizTalk, 3rd party integration tools or custom, direct integration. PBX/ACD Sucursales Distribuidores Oficinas del gobierno IVR ERP Apls. LOB Apls. heredadas


17 Principales ventajas de Microsoft Dynamics CRM
Servicio al cliente de la organización Mayor productividad Mayor eficacia en el servicio Mejores ventas directas y cruzadas Consiga una visibilidad de 360 ° en toda la organización del historial de servicios, casos actuales, contratos, etc... Impulse la colaboración y mejore la productividad de los agentes, reduzca los costes de formación y agilice la producción. Mejore la resolución de la primera llamada y gestione los tiempos para aumentar la fidelidad y satisfacción de los clientes. Optimice las campañas de venta directa y cruzada para controlar mejor los ingresos con el fin de ganar aceptación.

18 Principales ventajas para el negocio
VP de servicio al cliente Consiga los objetivos de satisfacción de los clientes Impulse nuevas oportunidades de ingresos Gestione los costes de servicio de forma fiable Logre los KPIs de servicio Aumente la retención de los agentes Reduzca los costes de formación de los agentes y el tiempo de desplazamiento Director del centro de contactos In the Contact Center, the key business leaders are: VP of Customer Service (or Chief Customer Officer in some cases)’ Contact Center Manager Agents and Supervisors VP-level (BDM) employees care about the strategic business impact that CRM can bring them. They care about market share gained, stock price increase, contact center as strategic tool, revenue earned, expense items reduced. Because MS is a recognized strategic vendor to these firms, their risk is reduced. Also, we can provide them a world-class platform to build their contact center that provides them flexibility, cost savings and ability to scale the business. Contact Center Managers care about operational issues like adhering to budget, meeting KPIs, keeping employees employed and not leaving the business, ramping up new agents, etc… These will most likely be your hardest constituency to sell because they want everything to be ready to go. Consider appealing to them from the top down (i.e. use VP to coach you) and from the bottom up (i.e. using Agents/Supervisors that work with them). Agents and Supervisors care mostly about the User Experience. Usually, they will like MS CRM and become advocates. Their voice is listened to because they have to use it everyday. Leverage them in the process of making a sale. Agentes y supervisores Mejore la productividad personal Elimine la frustración en la asistencia a los clientes Reduzca los errores y solicite un tiempo de cierre

19 Principales ventajas para TI
Jefe de TI Consiga un tiempo de evaluación rápido Consiga un bajo coste total de propiedad (TCO) Optimice unos estándares y arquitectura de TI coherentes Equipo de TI Adáptese para cubrir los requisitos de los usuarios del negocio Integre fácilmente los datos y las aplicaciones existentes Diseñe pensando en la extensibilidad CIOs care about driving down their costs, providing agility to the business and generally keeping to consistent architecture. CIOs are in the business of risk mitigation and providing service. If MS is a standard in their business, building their contact center with MS CRM is a great opportunity. IT Project team can win by providing the users with ability to meet the exact specifications that users provide. Business Analysts will often report to the business-side of the house but be more IT-oriented. Focus on workflow and reporting. The key to winning them over is to focus on the fact that they can design workflows & business processes in Titan easily and effectively. Secondarily, with Titan, the business analyst can use canned reports, build sophisticated customer reports or even use advanced analytics to measure the business performance. Analista del negocio Diseñe y realice el seguimiento de los KPIs Diseñe y ejecute flujos de trabajo entre equipos Gestione las cargas de trabajo de los representantes


21 Base global de clientes de Servicio al cliente
3/24/ :05 PM Base global de clientes de Servicio al cliente Pequeñas empresas Empresas medianas Grandes empresas As this slide indicates, Microsoft Dynamics CRM is enjoying great success in Customer Service and Contact Center across all customer segments and many industries.  Notable customers Essex Medical & Forensic (Small Business – UK; healthcare) PAML (Mid market – US; healthcare) Mitsubishi-Caterpillar (Midmarket – Netherlands; manufacturing) OC Tanner (Midmarket – US; professional services) NCCI (Midmarket – US; financial services/insurance) Wellmark (Enterprise – US; healthcare) Department of Work and Pensions (Enterprise – UK; government sector) Vodafone Czech (Enterprise – Czech Republic; telecommunications) ING (Enterprise – EMEA; financial services)

22 Asistencia sanitaria integrada
Clientes en acción Maccabi Microsoft Polaris Asistencia sanitaria integrada 1.200 usuarios Maccabi da servicio a 1,7 millones de miembros en Israel. CRM es el punto de referencia de la información de los pacientes y se usa en hospitales, clínicas, laboratorios y en el centro de contactos. El sistema CRM presenta información crítica de SAP y un AS400. Alta tecnología Miles de usuarios Sustitución de la antigua aplicación Clarify de software comercial que daba servicio a la organización. CRM se usó en los centros de contactos (ubicados en Norteamérica, Europa, India y Asia) y en ingeniería de ayuda (en la segunda y tercera etapa) para proporcionar soporte global permanente. Fabricación Más de 75 usuarios Polaris usa CRM para proporcionar soporte a distribuidores y usuarios de productos. Desde una interfaz de Sharepoint, los usuarios tienen acceso a múltiples aplicaciones como CRM, SAP y bases de datos de componentes y productos. Maccabi is a thought-leader in Customer Service in Israel. This CRM applications really forms the center hub of all patient information including billing info, disease mgmt, records, health regimes, etc… Users that touch it range from front-line employees to back-office personnel Microsoft is replacing their legacy Clarify system from the mid-1990s with a totally new system built on MS CRM This will host over 5,000 agents that are all over the world. This is just one of the many projects at Microsoft where we are deploying MS CRM. Polaris makes snowmobiles and ATVs. They utilize CRM for both users (consumers) as well as dealer services. MS CRM.

23 Perspectiva de los clientes
“Con Microsoft Dynamics CRM, el tiempo de formación se reduce y los nuevos empleados llegan más rápidamente a un nivel competente porque el sistema les proporciona la información que necesitan de forma sencilla con un sólo clic.” Jeff Beelman Jefe del centro de contactos, Wellmark Blue Cross Blue Shield “Microsoft Dynamics CRM nos ayuda a determinar el motivo por el que se llama por teléfono y, luego, a reducir sistemáticamente el tiempo empleado en actividades que no aportan valor como las llamadas innecesarias.” David Peet Director general, Crossmark Two quotes from leading firms using Microsoft Dynamics CRM in Customer Service.

24 Retorno de la inversión de los clientes
Ha reducido sustancialmente el tiempo de las llamadas en cuatro minutos por llamada Ha reducido el tiempo de formación de los nuevos empleados de ocho a seis semanas Controlan un 15% más de llamadas por año, sin más personal Ahorra horas al año en la gestión de casos Reducción del 50% en el volumen de llamadas Ha aumentado la tasa de resolución de primeras llamadas, lo que mejora la satisfacción de los clientes Productividad laboral mejorada en más del 50% del personal Menor volumen de llamadas gracias a una identificación proactiva de los problemas de servicio

25 Asociaciones para el éxito
Infraestructura del canal de interacción Aplicaciones del centro de contactos This slide represents a small cut of our partners, specifically Contact Center ISVs. Interaction Channel Infrastructure refers to core switch, PBX, ACD and routing technologies that provide CTI – essentially, linking a phone (or potentially an ) interaction with a record in CRM database and providing that to an agent desktop. All of the Interaction Channel Infrastructure partners list in this slide are building or have built connectors between Microsoft CRM 4.0 and their switch and/or ACD. Other switches built by manufacturers can be easily integrated with Microsoft Dynamics CRM. Contact Center applications range from advanced Agent Scripting from Axonom or Team Knowledge (TK Dialogs) to Workforce Management and Quality applications from Verint Witness Actionable Systems. VoiceGate provides call recording functionality.


27 Momento con analistas: Gartner
Microsoft Dynamics CRM se ha hecho líder en el servicio al cliente y en el sector del centro de contactos, impulsado por su facilidad de uso para el personal de servicio y por la flexibilidad de la plataforma subyacente de arquitectura orientada a servicios (SOA). This is a just a single indicative slide of our momentum with leading analysts relative to Customer Service. [Note: Gartner is generally considered the leading and most prestigious IT analyst firm in the world.] This was our first attempt at placing Microsoft Dynamics CRM into the “Gartner Magic Quadrant for Customer Service Contact Centers”. We placed #2 as a Visionary. This is incredible corroboration of our strategy, technology and customer adoption. Siebel was the only leader – they have been at this for 15 years; we have been at it for less than 5 years. Other notable analysts recognize MS CRM’s strength in Customer Service and Contact Center. Another leading IT analyst firm, Forrester Research recognized us a “Leader in Record-Centric Customer Service”. (Forrester also awarded us a “Leader in Midmarket CRM Suites” in 2007 as well.) Fuente: Gartner Magic Quadrant for CRM Customer Service Contact Centers, [se ha agregado el resaltado]

28 Momento con analistas: Forrester
“Microsoft Dynamics CRM ha basado su interfaz de usuario en el popular programa de correo electrónico Microsoft Outlook, que supone una curva de aprendizaje más corta y una navegación más intuitiva… el tiempo que tarda Microsoft Dynamics CRM en proporcionar valor suele ser de días o semanas.” This is a just a single indicative slide of our momentum with leading analysts relative to Customer Service. [Note: Gartner is generally considered the leading and most prestigious IT analyst firm in the world.] This was our first attempt at placing Microsoft Dynamics CRM into the “Gartner Magic Quadrant for Customer Service Contact Centers”. We placed #2 as a Visionary. This is incredible corroboration of our strategy, technology and customer adoption. Siebel was the only leader – they have been at this for 15 years; we have been at it for less than 5 years. Other notable analysts recognize MS CRM’s strength in Customer Service and Contact Center. Another leading IT analyst firm, Forrester Research recognized us a “Leader in Record-Centric Customer Service”. (Forrester also awarded us a “Leader in Midmarket CRM Suites” in 2007 as well.) Fuente: Forrester Research

29 Soporte y servicio al cliente
Los componentes básicos de una aplicación de CSS son: Gestión de cuentas y contactos Gestión de interacciones y casos Gestión de la Knowledge Base Gestión de contratos y productos Programación de servicios Flujo de trabajo entre equipos y grupos Análisis e informes de servicio Los componentes integrados más habituales son: Infraestructura de voz (ACD, CTI, IVR) Gestión de calidad y personal Guiones de los agentes  Operativo  Analítico  Colaborativo There are three major types of CRM: -- Operational: this is essentially the executional aspects of CRM like account mgmt, call tracking, case mgmt, etc.. -- Analytical: this is reporting, business intelligence, predictions -- Collaborative: this is a newer aspect of CRM that relates to communication between employees, enabling external communities, etc… For Customer Service, there are few core capabilities that firms need. (refer to functional components in slide). Titan delivers all of these foundational features that can then be customized to meet the unique needs of a company. For Contact Center, we necessarily rely upon our ISV community to bring us Contact Center Infrastructure such as Voice and Workforce Management. ACD = automatic call distributor CTI = computer telephony integration IVR = interactive voice response Workforce management is typically a software solution designed to help manage staffing, learning, etc…within a call center.

30 Plataforma del centro de contactos inmejorable
Necesidad del cliente: Transformar el centro de contactos de un centro de coste tradicional en un activo estratégico Mejorar la experiencia de usuario multicanal Impulsar la fidelidad y retención de los clientes Aumentar el 5% la retención de los clientes = del 25 al 100% la final Principales capacidades en Microsoft Dynamics CRM 4.0 Arquitectura multiempresa con privacidad de datos avanzada Soporte multilingüe y multidivisa total Optimización de redes para WANs y agentes remotos Alto rendimiento y escalabilidad de clústeres de servidores Gestión mejorada del correo electrónico en Exchange y con POP3/SMTP Storyline Large Multi-national firms, Public Sector (national governments, agencies, etc…), call center outsourcers and highly diverse product organizations all require a platform for their contact centers. Most of these firms will operate several different contact centers with each one having a different objective. With Titan, IT organizations can provide enterprise-provisioned hosting of contact centers. This substantially reduces their cost and improves their time to value. The main areas that firms are concerned with in a contact center platform are: Performance and scalability Core functionality that is extensible 3rd Party integrations for Contact Center infrastructure Statistics Fred Reichheld, The Loyalty Effect

31 Campañas de ventas y servicio exprés
Necesidad del cliente: Ofrecer una capacidad de contactos externa para impulsar la integración de un servicio proactivo Impulsar comunicaciones rápidas para problemas sensibles al tiempo Evitar llamadas de rutina con la notificación rápida de problemas de productos o servicios Lanzar encuestas externas para recopilar información clave del mercado Principales capacidades en Microsoft Dynamics CRM 4.0 Modulo de campañas exprés automatizadas Cierre masivo de actividades de campaña para borrar muchas tareas de una sola vez Envío automático de correos electrónicos de campañas Migración de datos inteligente al objetivo de la campaña One of the biggest tasks in an organization is to build a list of prospects or customers to call. There are many reasons why and where a Contact Center: Regular sales calls (to re-order products) Proactive and reactive product calldowns (like a product recall) Ongoing Marketing campaigns Envision a company, like a restaurant supply firm, that needs to call all of their customers every Monday morning for re-orders of products. Consider all of the tasks necessary to do this: 1) Assemble the list 2) distribute the list to appropriate people 3) execute the calls or s 4) report on all the activities 5) close the campaign. There is a lot of effort to do this, especially if it’s a rapid response situation or emergency (like a product recall) In order for a company to do this, we have substantially updated the functionality in Titan around Campaign enablement. A couple of major features are: Automation of Quick Campaigns Bulk closing of campaign activities Automatically sending campaign s.

32 Mejora de la productividad del agente
Necesidad del cliente: Implantar una tecnología familiar y flexible para obtener más del personal de servicio al cliente Reducir los errores de entrada y el número de clics de los agentes Gestionar más clientes y ofrecer un mejor servicio con el mismo o menos personal Principales capacidades en Microsoft Dynamics CRM 4.0 La navegación SmartNav optimiza la interfaz de usuario de los agentes Resolución automática de casos Flujo de trabajo individual y de grupos para mejorar la productividad Resolución de conflictos y detección de duplicados en tiempo real In Contact Centers, productivity is key. Contact center agents are structured task workers, generally not knowledge workers. As such, they are strictly monitored and managed by metrics. SmartNav and SmartFind features With Titan, we have vastly improved our click counts and ability to enter information quickly and accurately. SmartNav provides friendlier user interface. SmartFind provides auto-resolution of user entered information. For instance, when an agent types in a contact, account, case title, etc… the system will automatically recognize and auto-resolve the remainder of the name. This saves precious time for the agent, reduces wait time for the customer and saves the contact center a lot of money. While these improvements may look small, when multiplied by 100’s of cases per day handled by 100’s (hundreds) or 1000’s (thousands) of agents, the costs savings are staggering. Additional Notable Features -- Workflow -- Real-time de-duplication

33 “Expertos” y “jefes” en tiempo real en las llamadas
Necesidad del cliente: Aumentar las tasas de resolución de primeras llamadas (FCR) llegando al experto correcto en tiempo real Las tasas bajas de resolución de primeras llamadas normalmente agregan un 30% de costes adicionales a los presupuestos del centro de contactos Usar el flujo de trabajo y la integración de presencia para conectar los recursos expertos con los problemas en tiempo real Principales capacidades en Microsoft Dynamics CRM 4.0 Integración de presencia a través de Office Communications Server 2007 Flujo de trabajo entre equipos internos y externos a través de Windows Workflow Real-time “Expert on Call” is just one example of the many uses of “Presence” within a CRM environment. In a contact center, Presence can really help to increase customer satisfaction through First Call Resolution (one the top 3 most tracked metrics in a contact center). Basically, when you show the Presence of: Experts Supervisors (escalations) Managers (approvals) Different queues or desks The result is that you can easily send a caller to the appropriate person that is ready to take a call. Agent “status” is nothing new in a contact center. The difference is that with “Presence”: Presence enabled through Microsoft is software-only solution as opposed to hybrid between hardware/software or at least switch vendor/CRM vendor at best Presence can be extended outside of Contact Centers to knowledge workers, executives, salespeople, mobile employees, etc… Statistics See various JD Powers & Associates studies and

34 Gestión del canal de correo electrónico mejorado
Necesidad del cliente: Usar de forma eficaz el canal de correo electrónico para reducir los costes de servicio mientras se mantiene la satisfacción Desviar la gestión de incidentes del teléfono al correo electrónico o la Web Ofrecer un servicio coherente y diferenciado a través de la Web o el correo electrónico El canal del correo electrónico es un 44% más económico que las conversaciones de los agentes en directo Principales capacidades en Microsoft Dynamics CRM 4.0 Promocionar fácilmente los correos electrónicos en casos Arquitectura de enrutamiento de correo electrónico avanzada Flujo de trabajo entre equipos internos y externos para los correos electrónicos Mejoras en el envío, enrutamiento y gestión de correos electrónicos is an exceptionally popular modality for customers to receive service. It is growing in its use and ROI. CRM 3.0 CRM 3.0 only allowed for to Lead functionality out of the box. Non-Exchange stores, spam monitoring and sent items display was not available in 3.0 CRM 4.0 Routing Architecture is vastly improved with Router. Router is piece of component software that connect CRM with the system. With CRM 4.0, the following is achieved: 1) to Case is an out of box feature (presented to CRM user, like a CSR, in dialogue box). 2) CRM-related items sent from Outlook are now displayed in the “Sent Items” folder in Outlook 3) POP3 stores are supported out of box. 4) Extensibility is easily achieved by creating plug-ins for Router. For instance, a native Notes connector is easily created to enable sending/receiving from Notes. 5) New architecture provides for greater Spam blocking 6) Customer business logic can be written and deployed with Router and coupled with Workflow to create seamless -oriented service processes. For instance, a case could be automatically opened from and placed within a specific queue with limited or zero user involvement. to case functionality could be easily deployed on a website or customer portal. Statistics 44% cheaper. Derived from Gartner/Avaya study (2005). Live agent service averages USD4.50 vs. USD2.50.

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