Starting with data, leveraging technologies
We accompanied TeamSystem in reshaping its customer service processes through a three-step process.
The first phase had the goal of identifying the profile and needs of customers and included:
- analysis and integration of data in individual silos;
- analysis of behavioral data of contacts on various channels;
- normalization of all data and their implementation on the marketing automation platform.
In the second phase, we studied the communication flows that would closely follow each customer profile at every moment of the after-sale. We mapped the customer service-user relationship process into different pathways to provide individual customers with an experience as close as possible to their expectations and desires.
In the third and last phase, we designed and implemented several workflows on the CRM platform that define the flow of automated procedures.
We then generated a "Playbook," i.e., an innovative customer management tool, in which, at each step, different actions are triggered and conveyed on the most appropriate medium: email, surveys, chat, phone calls from the call center, text messages, etc. The automation system guides operators' decisions toward the correct action, keeps the flow of information under control, and collects and normalizes response data.
Considering that one of the main critical issues in projects of this type is the resistance of the company's operators to adopt a different way of working and new software caused by perceived complexity or lack of information, we paid particular attention to developing highly simplified user experiences. We defined a plan for training and mentoring customer service staff.
