Is it possible to perform Case Management within CRM applications?

 William Band:

The simple answer is yes. Many CRM applications have scripting capabilities, forward tasks on, assign tasks to others in order to resolve, they have tactical Case Management capabilities, but have limited opportunities to design business processes, (also likely to be linked to an existing BPM technology). But in total, not as robust as a full BPM and Case Management suite.

Is it not risky to empower employees?

 William Band:

Again the short answer is yes. Business don’t want to the interaction of employees with important customers left to the total discretion of employees. Currently they have SLA’s to meet and have constraints placed on what they can do. So there is risk in empowering employees. But there is even greater risk in customer dissatisfaction.

Peter Whibley:

So the benefits as such outweigh the risks.

William Band:
And the way to manage them is by creating process definitions, policies and guidelines.

 Why have organizations been slow to empower employees?

 William Band:

In many customer services environments, the imperative is to process high volumes of calls or enquiries and have specific structured processes. Companies often have highly productionized rigid processes to help manage the risks. This deals with 80% of most cases, but it is the 20% that lead to customer dissatisfaction.

 Will empowerment of employees require a cultural change?

 Yes it will. They need to move away from a production line approach, the way to change is through the right incentives, training, decisions in hiring the right people.

 Peter Whibley:

In Singularity experience, long-term, cultural change is important and one indicative example of the importance of customer satisfaction is the UK supermarket Giant ‘ Sainsbury’s – who merged their Customer Service department and HR departments together.

Author : Garreth McCullagh

This entry was posted on Friday, December 2nd, 2011 at 5:40 pm and is filed under Case-Management, Forrester, Singularity, TotalAgility. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.