Best Practices and Processes for Customer Centric Operations

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Best Practices and Processes for Customer Centric
Operations

• Off-shoring 200 CRM desktops

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Profile

• Coastal Training Technologies
• Producer of training material, including
  software, for the Safety Environmental, Human
  Resources, Health Care, and Skills industries
• Head quartered in Va Beach, VA
• Offices in Brazil, Mexico, Holland, Philippines,
  and India
• High touch, long term relationship, direct sales
  model

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Business Need

• Increase sales staff and sales
• Growing library of products
• Not able to contact enough customers
• E-commerce cannot fill the need by itself
• Reduce personnel cost
• Sales
• Tech Support
• Marketing
• Production

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Solution CRM

• Onyx used since 1999
• CRM
• 1 million customer records, 5 million
  transactions
• ALL customer interactions tracked
• 200 sales and tech support users in Philippines
• Software Technical Support
• 150 calls per week
• Marketing Campaign Management
• 500,000 contacts per month (mail, fax, e-mail)
• Order fulfillment
• 1,000 orders per day

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Solution CRM (cont)

• Auto-Dial
• Difficult to implement
• Real-world benefit?
• Custom O/E to Onyx
• Required web-service to implement remotely from
  the database

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CRM - Lessons learned

• Language / culture
• Control
• Training
• Sales Process
• Data Security
• Troubleshooting problems

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Telephony

• Upgraded existing switch to VOIP
• 200 users in Philippines office
• 2 MB IPL ? 4 MB MPLS
• Quadrupled outbound calls
• 3,500 / day ? 13,000 / day

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Telephony - Lessons Learned

• It actually works calls from Manila to the US
  and Europe
• Telephone protocols (SIP)
• Necessity of packet shapers
• Troubleshooting problems

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Network

• 2 MB IPL (International Private Line)
• Used for Voice and Data
• 300 ms round trip latency
• 50 concurrent calls with good quality
• Packet shaper to manage quality and priority
• Voice / SQL Data / Internet
• Upgraded to 4 MB MPLS

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Network Lessons learned

• Circuit delivery
• Network Interface
• Off-hours support
• Last-mile single point of failure
• Troubleshooting problems

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Failed attempt in Brazil

• 50 desktops calling South America and Europe
• 7,000 / mo. IPL to Va Beach for Voice and Data,
  justified by per minute savings
• Voice quality plagued implementation
• Local per minute rates dropped to make IPL too
  expensive.
• CRM run through VPN over the internet

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Customer Centric

• Sales from US, Philippines, and Brazil
• Tech Support from US, Philippines and India
• Marketing from US, Brazil and India
• Single view of customer