CRM - December 2007 - (Page 44)

accountability. Customers who had negative experiences received calls from dedicated account handlers to try and rectify the situation and improve the experience. Customers calling in for support receive the repair support survey, and the unhappy ones also hear from dedicated personnel to help resolve issues. The survey also gathers data on call-handling time, agent satisfaction, transfers, and first-call resolution, providing insight into what most needs improvement. HyperQuality provided a lot of support to make sure the Covad surveys would do what they needed to. “Our contact at HyperQuality, Kip Rapp, brought extensive experience to the table in terms of designing and implementing surveys,” Pauley-Ackman says. The two companies established goals for the survey, and Rapp’s team honed the questions to match Covad’s feedback. “By the time the surveys went out, we were extremely confident they would uncover the information we needed,” she adds. Both surveys are achieving response rates of about 20 percent, PauleyAckman says. In addition, she says, “We’ve discovered a great deal of ‘lowhanging fruit’ in the provisioning surveys. Most of these were items we were able to tackle right away by reviewing and fine-tuning our training methods within the installation process.” Covad is all about the customer, according to Pauley-Ackman, and the surveys provided another benefit in that area. “This program allows us to focus not only on monitoring but also on the direct feedback from customers,” she says.“With the combined services of both agent evaluation and customer surveys, HyperQuality has proven instrumental in moving our business to new performance levels.” —Marshall Lager Because of improvements driven by HyperSurvey data, Covad achieved: a 19 percent improvement in customer satisfaction scores; a 29 percent improvement in first-call resolution; an 18 percent improvement in total problem resolution; and a 52 percent increase in “likelihood to recommend” responses. Mobile Data Gets Better Reception With Antenna Software, the sales force for satellite-service provider DirecTV gets information when it’s most needed or salespeople in the field, hav- Motion’s BlackBerry 8700, 8800, and Pearl ing access to accurate, up-to- wireless handheld devices on the Cingular date client data can mean the (now the AT&T) network. After a sixdifference between closing a deal month pilot to a subset of the ASMs, the and watching it slip through their fingers. Antenna tool went live in January 2007. Incorporating Antenna has allowed Rather than lug laptops and folders, satellite-television service giant DirecTV DirecTV to provide mobile, real-time wanted to arm its 75 area sales managers CRM data to its sales force. “Sometimes (ASMs), directors, and vice presidents there’s not as much value for the sales managing and supporting the company’s reps who feel like they’re putting a lot of 5,000 dealer networks with the ability to information into the [CRM] system but easily tap into pertinent sales and mar- really are not getting access to the information when they really need it, which is keting information when mobile. The ASMs’ customers are the dealers— when they’re in front of customers,” says Jim Hemmer, CEO of Anhuge outfits like Best Buy and tenna. “One of the things that Circuit City, as well as smaller, “We had to Antenna provides is this missindependent stores—that help make sure that ing link in this process—the DirecTV sell to end customers. ability to interact with that inTo strengthen the quality of its [salespeople] formation on a timely basis.” account and opportunity in- could be just Of course, DirecTV’s sales formation, the service provider about anywhere force still uses laptops to access leverages Oracle’s Siebel CRM Siebel CRM On Demand. But On Demand application in its and access by mobilizing the data within marketing and sales opera- information.” the system, sales reps are much tions. DirecTV’s ASMs can use their laptops to log into the Oracle soft- more productive and efficient while on ware and retrieve information such as the road. DirecTV has seen a 30 percent financial data and service requests. But jump in the number of accounts that are the company wanted even more mobility. visited each week, improved frequency of “To truly bring it into their hands and sales data reporting from seven days to in their BlackBerrys was the key for us,” one, and reduced service-request resolusays Erik Walters, manager of technical tion from five days to three. Moreover, its operations at DirecTV. “We had to make sales team saves more than 90 hours a sure that they could be just about any- week, while visibility of application data from internal systems has improved where and access information.” DirecTV needed a solution requiring 100 percent. So, Walters says, “they now minimal involvement from the IT team have all the key metrics they need in the but flexible enough to enable the com- palms of their hands.” —Coreen Bailor pany to make changes on the fly. “Sales By mobilizing its on-demand CRM reps know what their key ideas are and we application, DirecTV has: wanted to make sure we could pull those increased by 30 percent the number of key ideas out and present them in a very accounts that can be visited weekly; simple fashion so that when they’re sitimproved frequency of sales data reporting from seven days to one; ting there with a dealer they don’t have to reduced service-request resolution from go hunting around,” Walters says. five days to three; DirecTV tapped mobile enterprise soseen its sales teams save more than 90 hours a week; and lutions specialist Antenna Software and its doubled visibility of application data AMPower Sales application. DirecTV runs from internal systems. the Antenna application on Research in www.destinationCRM.com F 44 CUSTOMER RELATIONSHIP MANAGEMENT | DECEMBER 2007 http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - December 2007

CRM - December 2007 Contents Front Office Reality Check Customer Centricity SAP’s Midmarket Design A Shift in SAP’s Growth Strategy: Buy Big to Get Bigger The Buyer Is Your Owner Prime Time for Streaming TV The Word on the Floor Market Focus: Energy/Utilities: Speaking Truth to Power (Companies) The Pulse Required Reading It’s All Coming 2.0gether Power to the People Speak Up! Document Management That's a Breeze Customers Gain Traction With Off-Road Vehicles Getting Connected With Surveys Mobile Data Gets Better Reception Secret of My Success Re:Tooling The Tipping Point Pint of View

CRM - December 2007

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