Why was the solution developed?
Through the evolution of our solutions and work with leading customer services organisations, it is clear that customers do not simply communicate through one channel alone when contacting an organisation. In fact, customers often communicate via several channels within a single enquiry.
For example, a simple WISMO (Where is my order) enquiry from Mike may result in a phone call and web enquiry, where Anne may send an email, call and write a letter to make her point.
To fully appreciate a customer’s journey, it is critical to capture all communication, both inbound and outbound, within a single event (or ‘case’). Of course, over a lifetime a good customer will interact with their suppliers over many transactions, resulting in many cases for each customer – with multiple cases simultaneous open at any one time for loyal customers.
In retailing, a customer may purchase a TV and then subsequently call to extend a warranty. At the same time, there may be the need to call a Help Desk for some technical advice or even arrange for the item to be returned for repair. For the retailer, it is important that all these contact types are recorded and collated under the single customer view to provide a complete history of the customer journey. If the agent is unable to ‘see’ these transactions, the resolution of an inbound enquiry becomes problematic, inefficient and frustrating for all concerned.i-Case Management
i-Case Management provides a powerful customer and case management solution, powered by a highly configurable rules engine which typically uses account number, surname and post code, email address or phone number to link records. However, other combinations can be created.
i-Case Management is used in a variety of ways as there are many everyday examples of the need to separately record multiple ‘cases’ or events whilst providing a link to the customer record. These include:
- Warranty purchases (which may involve several separate communications like a telephone call, the return of a warranty form and an online payment)
- Help desk calls; initially this may start as a web form enquiry, develop into a telephone call and conclude perhaps, through some web collaboration
- Returns for repair; the case may be initiated by a web form, involve telephone calls to arrange collection and then several subsequent enquiries about repair progress before eventual notification of the return of the item.
In fact, many enquiry types take a number of individual actions to resolve and close the query.Who does it help?
i-Case Management helps both the customer and the contact centre agent. Our solution can collate all transactions irrespective of the originating channel to create a single view of the customer with a clear distinction for all cases. Each and every transaction can be drilled into to show the detail of each interaction, even for journeys originating by paper, fax or form.
With i-Case Management, rather than the contact centre agent having to wade through many different systems looking for the customer and ‘case’ data, all the required information is pulled together into a single screen available when the enquiry is presented to the agent. Agents can focus their time on handling and successfully closing calls, rather than finding and retrieving information.
The customer journey is radically enhanced as agents are well informed and able to answer the query first time, rather than starting conversations by requiring customers to repeat case and contact details.Why use case management?
Some simple examples of the use of i-Case management are to:
- Measure the number of inbound interactions on a case to identify the true cost of answering a query
- Soft close’ cases and identify when first time resolutions are not being made
- ‘Soft close’ cases whilst indicating that a customer reply is expected, so the topic can be immediately identified when customers quote case reference numbers
- Log transactions against cases requiring missing information from the customer (customer or order numbers) to prevent sending multiple automated answers or asking for missing details more than once
- Populate customer data into cases and use that information (for example salutation) to correctly provide a highly personalised response
- Set flags at customer and case level to indicate whether quality assurance is to be automatically performed at customer or case level. For example, known ‘trouble customers’, can be flagged for permanent QA irrespective of the sampling rate of the agent or indeed to ensure automatic responses get the QA treatment.
Perhaps, the question is really – can you afford not to use case management?