Contact Management |
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| Customer oriented processes | ||
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> contact management > concept > processes |
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| Because
contact management is all about the interaction between the customer
and your organization, the contact management processes are also situated
at the beginning of the value chain from customer into your core products
and services. If we consider the use of different communication channels like telephone, personal contact, E-Mail, Web and also maybe fax, the possible process flows and more important the management of those process flows already becomes a challenge. We mention those specific communication channels because they are very common to use nowadays. As you can see in the picture below, the processes from the customer with a specific request,using a communication channel, getting a hold on a contact within the organization and having their request handled, provides an organization with a lot of process management. |
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Customer
focused processes involve marketing, sales and fulfillment within
the company. They reach as far that they even become part of the customer
and their actions with your organization (customer self service). |
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From a customer point of view, the processes should be engineered as if only one customer contact process existed. The use of this approach "from a customer point of view" should be done top-down. First of all generate the overview in which all existing and future communnication channels are integrated. In a second phase engineer the processes for all communication channels separate, including optimizing of processes. This should be done within the structure and scope of the overall view. An interesting business case within the finance industry is this one regarding process optimizing within the E-Mail communication channel....more -> |
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| © Crowne Associates AG | ||
