CRM - March 2008 - (Page 44)

to develop both a program encouraging use of the system and a training program enabling staffers to move from novice to advanced status. “We purchased [online analytical processing] and report services for all users. This was helpful in creating a safe ‘sandbox’ for novice users,” Wetters says. “That way they could experiment with the system without doing any damage.” There are now three training classes: data reporter, data explorer, and data analyst. The result? More people are using the system more often, producing reports for internal analysis. And Quixtar developed a plan to blend training with provisioning, streamlining access to the various tools: After a user completes a level of training by passing a test, she moves up a level in the BI tools she is permitted to use in actual practice. “[We] turned off security as needed for each custom level. So when users progressed in their skill set, we didn’t need to worry about needing a different MicroStrategy license,” Wetters says. “Too many ‘bells and whistles’ caused [our novice] users to think they couldn’t learn it, so they’d give up before trying.” Navigation overwhelmed users and was too time-consuming. To minimize complexity, Quixtar created a single folder structure, and to ensure that access was limited to users who had passed training and had authorization, Quixtar established subfolders so each user had a customized project view. “Even though a user may not know how to use [a particular data point], we still want them to use reports that contain them,”Wetters explains. By simplifying, Quixtar has encouraged more users to work with the program, which means more people are developing reports that the company can find useful in developing business strategy. —Phillip Britt Chasing Down First-Call Resolution A credit-card company reduces agent strain and finds answers faster with Enkata hase Card Services, the unit tematically identifies why a call comes in, responsible for the more than records whether it’s resolved, and reports 154 million credit cards is- the results to the CSR and the manager. sued by JPMorgan Chase & The rep also sees handle time—if it’s too Co., handles a large volume of customer far away from the average for talk time contact—more than 80 million calls a with a customer, the rep knows that he year reach its contact centers. Combine needs more training, or has been rushing. that busy pace with the fact that the issues Walden was impressed with the vendor’s agents are tackling relate to customers’ hands-on approach to solving Chase’s money, and there’s a high value placed on service issues. “Enkata didn’t sell us an having customer service representatives application and walk away,” she recalls. “They were with us every step of the way.” (CSRs) get it right the first time. Walden started Enkata with a pilot proWhile the best banks are known for their precision, that degree of care didn’t gram at Chase’s Orlando contact center, running just a few of the fialways appear in the contact nancial institution’s teams. center. “We do a tremendous A CSR can listen to “We made [the CSRs] part of amount of benchmarking,” calls that were (or the process,” she says. “They says Deb Walden, executive helped plan and design the vice president, customer care, were not) resolved, version we rolled out, and Chase Card Services. “But we and use them for gave great feedback.” Enkata didn’t understand enough training purposes. linked to Chase’s NICE Sysabout why calls were coming in and how they were solved. Why do we tems deployment so CSRs could listen to calls that were (or were not) resolved, and receive so many calls?” Call volume conflicted with reported use those recordings as teaching tools. “Most of the modifications made in first-call resolution (FCR), which raised questions. Chase had tried to launch an the early pilot were in the reporting,” FCR initiative some years past, but it was Walden says, because the reps and their considered a failure because the data managers wanted to have as much postcouldn’t be trusted. The reason for this, call information as efficiency would according to Walden, was that FCR was allow. The pilot program was highly sucentirely self-reported. “The team mem- cessful, and word quickly leaked to the ber does the job [the customer requires], rest of the organization.“We had a schedand checks off a box at the end of the call ule for rolling out the final [application] marked ‘First-Call Resolution.’” But the slowly, but our other sites wanted to use agent didn’t know how many times that it before the official rollout,”Walden says. The results stood out, industrywide: customer had called in, or how many stops along the way the caller had made. The initiative won an award from analyst Determined to make FCR a reality, firm Ventana Research. —Marshall Lager Chase called upon Enkata to provide a tracking and reporting system that worked. “We focus on rework and repeat IN ITS CONTACT calls, specifically reducing them,” says BY EMPLOYING ENKATASERVICES: CENTERS, CHASE CARD Dave Stamm, the vendor’s president achieved 90 percent first-call resolution, equal to 7 million calls per month; and chief executive officer.“Enkata idensaved $8 million in the first year; tifies repeat-call sequences and makes significantly reduced turnover and call the information actionable.” volume; and Enkata provided Chase with a contact has seen uptake driven by the CSRs, center management application that syswithout weighting or job pressure. C the payoff BY USING MICROSTRATEGY WEB PROFESSIONAL, QUIXTAR HAS SEEN: $ the payoff $ a 70 percent rise in the number of executed reports; a 23 percent increase in the number of Web-executed reports; and a 71 percent jump in the number of ad-hoc reports. 44 CUSTOMER RELATIONSHIP MANAGEMENT | MARCH 2008 www.destinationCRM.com http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - March 2008

CRM - March 2008 Contents Front Office Feedback Reality Check Customer Centricity The Tipping Point Re-shoring Contact Centers NetSuite’s Sweet Ride Takes Another Turn SaaS X.0? destinationCRM Dashboard Retailers Dream Big Detroit: Driven to Distraction Required Reading The Markets Within the Masses In Search of... Selling CRM to Your Sales Force Quixtar’s Quick Fix Travelocity’s New Traveling Companion Chasing Down First-Call Resolution Governing Better Marketing Secret of My Success Re: Tooling Connect Pint of View

CRM - March 2008

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