In my previous blog post I’ve described how you could handle and keep control over your customer complaints. Using Case Management, customer complaints can be kept in case files. In the case file, additional customer information can be collected from both structured sources - for example, a CRM system - and unstructured sources - for example, a Document Management System. You can also store unstructured messages from Twitter, Facebook, and so on. In this way, a complete view on the customer comes into existence. This view allows you to handle complaints in a faster and efficient way that improves communication with the customer.
A customer file becomes the single collection point for all customer-related information. The file can contain information objects - such as customer related documents - or pointers to information - like queries on customer databases. The customer file will become the object that will be processed within Case Management as it will be at the center of the process. It will move between the different case workers. The route the file takes is flexible: from pre-determined processes to ad-hoc routing.
Integral handling of complaints
The results of the processing of the case are recorded in the same case file. In this way, the customer can be informed about the processing of his complaint: what has been done and what should be done. Processing becomes an integral part of case itself. Filing - collecting relevant information from the customer and his complaint - and file handling - the processing of the complaint - are both core functions of Case Management. Information from these functions is an integral part of the case itself.
The interesting thing about Case Management is that both functions generate useful data that can be studied and analyzed. For example: analysis of the processing of customer complaints. This data can be used for improving of the complaint processes. It’s a starting point for "process mining". You can see which steps in the complaints process require extra attention, spot bottlenecks and detect inefficiencies. The contents of the client contacts also can be studied for analysis. For example: analysis of the textual content of the documents in case files. This type of "text analysis" generates insights into the nature of the complaints and the correspondence about the complaints. This includes all what has been written outside the organization about your complaints handling, for example on blogs and forums.
Using an integral solution
All these features are integrated in one single solution: Capgemini Collaborative Customer Interaction Management (CCIM). This solution is based on IBM Case Manager: a pre-configured environment for Case Management. CCIM is ready-made for processing complaints. The out-of-the-box configuration contains the elements you need: a filing system for string documents in a ordered manner. Workflows to support the processing of complaints. Pre-defined scripts guide users through the customer interaction processes. Integration with other systems, like CRM-systems, collect relevant data on the desktop. A big benefit of CCIM is that all functions needed for complaints processing are packed in one solution. This limits the configuration and implementation timelines dramatically. Usual deployment times are eight weeks on average. After this period you’ll be up and running your first complaints processes.
Complaints and other customer contacts are still too often seen as a cost. But it can be a distinctive selling point in a competitive environment. By treating customers as individuals, rather than profiles, organization can enhance the appreciation of customers for your business or organization. Good customer service is vital for attracting and retaining customers. Your customers are your lifeline to profits, respect and reputation.