Sales Force Automation and Customer Service Centers

heavyweightuttermostMechanics

Nov 5, 2013 (3 years and 9 months ago)

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1

Sales Force Automation

and

Customer Service Centers

Sale Force Automation & Customer Service
吳明泉博士

2009

2

Outline


Sales Force Automation



Customer Service Centers

Sale Force Automation & Customer Service
吳明泉博士

2009

3

Sales Force Automation (SFA)

The application of digital and wireless technologies
to personal selling


Mobile phone


Voice messaging system


Fax machines


Email


Laptop


PDA


Interactive websites


Wireless data transmission


CRM database

Sale Force Automation & Customer Service
吳明泉博士

2009

4

Sales process

A logical sequence of selling stages that
occurs between the time an opportunity is
recognized

a prospect is identified

and
the time of follow
-
up activities after a sale
is close.


Leads: prospects who may or may not be
interested in organization’s offering.


Qualified leads: shown to have a positive
expectation of lifetime value and an ability
to purchase


Sale Force Automation & Customer Service
吳明泉博士

2009

5

Sales Pipeline

Identify Lead
(Suspected interest)

Qualify Lead (Value
Estimates)

Re
-
contact

(winback interest)


Close


(Ask for the sale)

Develop Relationships
(Cultivate interest/desire)

Contact Buying
Centers (Recognize
key players)

Negotiate terms
(Long
-
term view)

No Yes

Sale Force Automation & Customer Service
吳明泉博士

2009

6

Pros and cons of SFA tools

Pros:


More efficient workers


Closer relationships
with customers

Cons:


Conflicts in sales
force due to fear of
disintermediation


Fear of being
replaced


Irritation in changing
traditional approaches
to the job

Sale Force Automation & Customer Service
吳明泉博士

2009

7

SFA Tasks


Contact and time management


Lead and Opportunity management


Knowledge management and intranet
access


Price quotes and order configuration


Follow
-
up management


Analysis and reporting tools

Sale Force Automation & Customer Service
吳明泉博士

2009

8

Contact and time management


Contact management: Organizing data about
organizations and about customers and
prospects within those organization. Ranging
from personal data to driving directions.


Collaborative communication allows contact
information to be shared with sales team
members.


May include a personal calendar to schedule
travel, make important calls, appointments, and
meetings.

Sale Force Automation & Customer Service
吳明泉博士

2009

9

Lead and Opportunity management


Prospecting: Identifying potential customers interested in
the organization or its product.


Lead: name of prospect, sources from referrals,
advertising inquiries, records of visitors to company web
sites.


Lead management software helps determine if a lead is
a qualified prospect or not and direct the lead to the most
appropriate field sales representative with a
recommended action.


Opportunity management: a comprehensive process
including lead management and other activities and
information throughout the entire sales pipeline.


Sales forecast: a best guess projection of unit or dollar
volume.

Sale Force Automation & Customer Service
吳明泉博士

2009

10

Knowledge management and
intranet access


Knowledge management: the process of
creating an inclusive, comprehensive, and easily
accessible organizational memory.
Organization’s intellectual capital.


Intranet and extranet.


Ex. GE’s Global Supplier Network (GSN), the
largest private marketplaces, with 36,000
suppliers. Only representing a quarter of
business unit, and 40% of $50 billion in annual
spending.

Sale Force Automation & Customer Service
吳明泉博士

2009

11

Price quotes and order
configuration


Data from product catalogs, price lists,
discount schedules, and other information
to provide price quotes.


Product configuration: important for selling
complex, custom
-
tailored products for a
particular customer’s situation.


Good for cross
-
selling suggestion.

Sale Force Automation & Customer Service
吳明泉博士

2009

12

Follow
-
up management


Usually part of contact management


May provide shipping schedule, on time or
delay


Thanks or explanation

Sale Force Automation & Customer Service
吳明泉博士

2009

13

Analysis and reporting tools


Generate call reports and sales reports


Analyze sales figures and activity level, by
time period, customers, region, and other
criteria.


Allows managers to ask questions, and
insert data into report templates.

Sale Force Automation & Customer Service
吳明泉博士

2009

14

Resistance to SFA systems


Hard to accept the system and incorporate its
aspects into daily routine.


Feel threatened, and spied on daily activities


Explanation, communication, and training


Cell phone 79%, laptop 76%, pagers 23%, PDA
18%, In
-
car GPS 1%, according to a recent
survey.


On
-
line incentive program: allows salespeople to
select bonus gifts on an intranet.


Goal: automate repetitive aspects and free

Sale Force Automation & Customer Service
吳明泉博士

2009

15

Customer Service Centers

Customer service and support through
multiple media (channels):


Physical Visit


Telephone (a call center)


Email


Interact on official website


Fax


Writing letters

Sale Force Automation & Customer Service
吳明泉博士

2009

16

Call centers

Call Routing

Interactive Voice Response (IVR)

Caller ID Systems

Automatic Distribution System (ACD)

Many call center operations begin the CRM
process by creating a
trouble ticket
, also
known as a
caller note
.

Sale Force Automation & Customer Service
吳明泉博士

2009

17

Customer Service Personnel


Good phone voice


Proper phone etiquette


Positive attitude


Self
-
motivation


Grace under pressure


Highly developed listening skills


Problem
-
resolution skills


In
-
depth knowledge of company’s products and
services


Round
-
the
-
clock supports may hire service
personnel in different time zone.


Sale Force Automation & Customer Service
吳明泉博士

2009

18

Call scripting

A prearranged and written response to varying,
usually repetitive, problems from customers.
May be derived from data
-
mining or statistical
techniques. Provide consistent response and
uniform image.


Reason for contact


Customer behavioral preferences


Lifetime customer value


Cross
-
selling opportunities and propensity to
buy


Current sales promotions or price data

Sale Force Automation & Customer Service
吳明泉博士

2009

19

Evaluation of call center


The performance of individual agents and the
unit as a whole


The number of calls


Call type


Timing waiting on hold


Abandonment rate


Time to resolution


Average length of call


For quality control purpose, the calls may be
taped and reviewed.

Sale Force Automation & Customer Service
吳明泉博士

2009

20

Web
-
based self service


Relatively inexpensive


Work with a call center


Call center should channel traffic to the
Web


Updated FAQ


Live person chat software