2009 Service Elite by ProQuest


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									                                                    the 2009
                                                     S E R V I C E


                                                                                                                                    SERVICE ELITE
        THE COMPANIES that truly understand customer service could probably find a way to provide it
        without having to rely on technology—but they know better than most just how valuable those tools
        can be. Customers, on the other hand, often want as little to do with the machinations of technology
        as possible. They just want to be able to conduct business, request service, or complete transactions
        with the minimum amount of hassle and headache. Somewhere in that difficult terrain between the
        indispensable and the invisible is where CRM technology for customer support is expected to
        tread—and any company successfully able to implement such a project deserves recognition.
          We can’t touch on every kind of service and support initiative, but on the pages that follow, we
        present profiles of our 2009 Service Elite, four companies that impressed us this past year with their
        CRM efforts—and, more important, they impressed their customers, sometimes without ever
        letting those customers see the effort being made in the first place. | B Y T H E E D I T O R S O F C R M M A G A Z I N E

www.destinationCRM.com                                                        CUSTOMER RELATIONSHIP MANAGEMENT | APRIL 2009    43
                the 2009
                 S E R V I C E

                                                                                                                        WORKFORCE OPTIMIZATION SUITE

                                                                    Spiffing Up the Center
                                                                                       ASTUTE SOLUTIONS HELPS BATH & BODY WORKS’
                                                                                   KNOWLEDGE MANAGEMENT SYSTEM SMELL LIKE ROSES

                                                            t      he holidays can cause customer service
                                                                   headaches in the best of times, but
                                                                   caller spikes make the reliability of a
                                                            quality experience a critical concern. At Reyn-
                                                            oldsburg, Ohio–based Bath & Body Works
                                                                                                                 response while building the system in real time.
                                                                                                                    This boosted agents’ confidence and trans-
                                                                                                                 lated into a fantastic customer experience. The
                                                                                                                 benefits included a 68 percent reduction in
                                                                                                                 hold time, 49 percent fewer escalations—and a
                                                            (B&BW), a division of Limited Brands, the            return on investment (ROI) within six months,
                                                            2007 holiday season meant revamping a                instead of the 24-to-36-month expectation.
                                                            knowledge management system (KMS), using                Instead of coasting this past holiday season,
                                “We’d rather                Astute Solutions’ Real Dialog offerings. The         B&BW worked with Astute’s offerings to also
                         them be spending                   results were stunning—CRM profiled B&BW              streamline information for its district man-
                                                            in October 2008—and while resting on its             agers. “You look for the low-hanging fruit—
                              time coaching                 laurels would have been easy, the company            additional ROI opportunities,” Crowley says.
                          employees in the                  kept innovating, expanded benefits, and now          “We found other groups within our organiza-
                          stores than trying                has a 2009 Service Elite award.                      tion that could benefit from our KMS.”

                           to look things up                   B&BW has more than 1,600 retail stores and           Crowley explains they wanted to establish
                                                            10,000 products—even Stephen Hawking                 a solution for manage
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