Slide 1 Customer Relationship Management and Segmentation Sanjay Diwan India Customer Services BPO & OSPAI Global capital for Customer Services Subscribers of AT&T, Sprint, BT, Verizon and more are serviced out of Indian BPO OSPAI â platform of BPO companies focused on fuelling growth Contributor to Indian Exports & India GDP BPO at USD 15 bn is fastest growing segment in IT & ITeS @ 22% Direct employment to 8 lacs & indirect to over 23 lac people CRM & Segmentation - Agenda CRM & role of Customer Service Customer Profiling & Customer Segmentation CRM Strategy Technology play in CRM Sources: - Customer Satisfaction in the Multi-Polar World: Accenture 2007 Global Customer Service Satisfaction Survey Report - Customer Focus Inc. Customer Service Experience Gap Any Medium of Interaction with the Organization must generate the same level of Customer Experience. Source: Gartner Customer Experience Stages Types of Customer Interaction Illustrative If a customer is dissatisfied with the level of service you provide, on average, 16 other people will find out about it It costs 5 times as much to attract a new customer as it does to keep an established one For every customer who bothers to complain, 26 other customers remain silent Impact of Poor Customer Service The Bottom Line: A Customers Experience is at the heart business success or failure Next Competitive Differentiator â Customer Service Experience A Little Intelligence Can Make a Big Difference âI can get help directly from their web site by chatting with an agent onlineâ âNow I walk into the store and get expert help via their video kioskâ âNow when I call and get the automated system, I can just speak and donât have to hit all those buttons and remember all those choicesâ âItâs as if they know what I want even before I doâ âIâm mobile most of the time so being able to SMS an expert is a real time saverâ âI donât have to repeat myselfâ âThe experience is the same on the web, on the phone, via chat, Itâs greatâ âThey know who I am when I call and have my information at their fingertipsâ âThey contact me when they have information they know Iâll need right awayâ Segmentation Profiling SEGMENTATION is done basis the Customer and/or Market that an organization wishes to address with differentiated products or a services All Strategic CRM initiatives taken by an organization are with an intent to best address identified customer segments giving them âThe Best possible Experienceâ by design Basics Technology Myths â what it can deliver? # 1 â Technology does not relate to Business Strategy # 2 - Technology performs task routinely # 3 - Service Quality is a role of Classroom trainings only # 4 â Segmentation will need different call-in numbers # 5 â Technology can not be Fun for customers #1 CRM enables Business Strategy #2 Technology can play a âPredictive Roleâ The meaningful calls you need to focus on Switch from focusing on âWhat happened?â to âWhy it happened?â and âWhat is likely to happen?â Focus on the meaningful interactions Make sure efforts are invested in the right place Gain valuable business insights Use knowledge to influence future processes & interactions Technology helps Learn & Adapt Trends analysis Mining Root Cause Analysis Adaptive Interaction Analytics Methodology Technology Captures & helps Adapt â HOW? ClearSight Manager Manage Insight Transcript Data Mining Phonetic Indexing Emotion Detection Talk Pattern Other Technologies #3 Enable Enhance Service Levels of Agents 360 Degree Performance Analysis 1 number, Multiple Modes, Seamless Experience Hello Ms. Johns, I see the email you sent us yesterday to confirm your web order, and it will arrive tomorrow. #5 Technology & Fun Contests Games How to make it lively experience . Surprises Juke box And ⦠food for thought! Technology can do more then we thought! The spirit of AGCL Thank You! *