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Best Practices and Processes for Customer Centric Operations

Best Practices and Processes for Customer Centric Operations. Off-shoring 200 CRM desktops. Profile. Coastal Training Technologies Producer of training material, including software, for the Safety & Environmental, Human Resources, Health Care, and Skills industries

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Best Practices and Processes for Customer Centric Operations

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  1. Best Practices and Processes for Customer Centric Operations Off-shoring 200 CRM desktops

  2. Profile • Coastal Training Technologies • Producer of training material, including software, for the Safety & Environmental, Human Resources, Health Care, and Skills industries • Head quartered in Va Beach, VA • Offices in Brazil, Mexico, Holland, Philippines, and India • High touch, long term relationship, direct sales model

  3. Business Need • Increase sales staff and sales • Growing library of products • Not able to contact enough customers • E-commerce cannot fill the need by itself • Reduce personnel cost • Sales • Tech Support • Marketing • Production

  4. Solution – CRM • Onyx used since 1999 • CRM • 1 million customer records, 5 million transactions • ALL customer interactions tracked • 200 sales and tech support users in Philippines • Software Technical Support • 150 calls per week • Marketing Campaign Management • 500,000 contacts per month (mail, fax, e-mail) • Order fulfillment • 1,000 orders per day

  5. Solution – CRM (con’t) • Auto-Dial • Difficult to implement • Real-world benefit? • Custom O/E to Onyx • Required web-service to implement remotely from the database

  6. CRM - Lessons learned • Language / culture • Control • Training • Sales Process • Data Security • Troubleshooting problems

  7. Telephony • Upgraded existing switch to VOIP • 200 users in Philippines office • 2 MB IPL  4 MB MPLS • Quadrupled outbound calls • 3,500 / day  13,000 / day

  8. Telephony - Lessons Learned • It actually works – calls from Manila to the US and Europe • Telephone protocols (SIP) • Necessity of packet shapers • Troubleshooting problems

  9. Network • 2 MB IPL (International Private Line) • Used for Voice and Data • 300 ms round trip latency • 50 concurrent calls with good quality • Packet shaper to manage quality and priority • Voice / SQL Data / Internet • Upgraded to 4 MB MPLS

  10. Network – Lessons learned • Circuit delivery • Network Interface • Off-hours support • “Last-mile” single point of failure • Troubleshooting problems

  11. Failed attempt in Brazil • 50 desktops calling South America and Europe • $ 7,000 / mo. IPL to Va Beach for Voice and Data, justified by per minute savings • Voice quality plagued implementation • Local per minute rates dropped to make IPL too expensive. • CRM run through VPN over the internet

  12. Customer Centric • Sales from US, Philippines, and Brazil • Tech Support from US, Philippines and India • Marketing from US, Brazil and India • Single view of customer

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