CRM Framework to Improve Customer Service
The client is one of the major electrical utility companies in the US. Its functions include distribution and supply of electricity to domestic small and medium and major customers.
The need was to develop a repeatable and sustainable process to improve and measure customer satisfaction. There was a lack of coherence and visibility in initiatives taken by various divisions to improve customer service. Customer information and cost of service was not readily available for decision-making. Overall, there was a need to create a customer centric, cross-functional process orientation for the organization.
The challenge was to integrate distinct measures of customer satisfaction into a coherent strategy to derive measures of customer satisfaction. The challenging task was to map the processes from customers' perspective. There was no single system to collect the customer information and cost of transactions.
Infosys developed a repeatable and systematic methodology for:
- Customer segmentation based on customer attributes and operational parameters
- Determination of cost of service for each customer segment
- Identification and prioritization of strategic initiatives to improve customer satisfaction
Infosys developed a CRM framework, mapped customer facing processes and customer satisfaction with cost allocation methodology. A business intelligence tool was developed to integrate data from various systems for measurement, analysis and monitoring performance against initiatives.
It helped the customer to get an improved understanding of customers as well as the cost to serve and the factors affecting customer satisfaction. The framework provided the ability to identify strategic initiatives to improve customer satisfaction. In the end there was improved customer satisfaction for customer service by 4%.