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The CRM/BTO Contact Centre EMEA provides a wealth
of services across many different internal and external accounts.
The centre is structured around seven businesses - Service Centre,
Integrated Technology Services, Data Management Centre, Shared Services,
Opportunity Management, PartnerWorld Contact Services and other
departments dedicated to serving specific customers.
>> Service Centre
>> ITS
>> Data Management
Centre
>> Shared Services
>> Analyst Relations
>> CSAT Trailer Call Team
>> International Assist Line
>> Electronic Response Centre
>> E-Care
>> Opportunity Management
>> Opportunity Tracking Unit (OTU)
>> Business Operations Team (BOT)
>> External Channel Lead Entry (ECLE)
>> Opportunity Support Team (OST)
>> PartnerWorld Contact Services
>> CS Order Management
>> External Customer Relationship Management
Team
Service Centre
The Service Centre is divided into country teams
that operate as the first point of contact to IBM, not only for
our customers but also for colleagues within IBM. The calls to the
Service Centre fall into two categories: switchboard or request
to connect calls and general enquiries. CSRs use tools like Datacase,
CRM, Lotus Notes, Intranet/Internet and various data bases to find
the information our customers require. If a customer asks to be
connected to an IBM employee who is not available at the time, the
CSR can look up this person’s diary to establish when he or
she will be available, check mobile number details or offer to leave
a voicemail or an email message. This is all part of making sure
our customers get the best possible service.
The Service Centre teams also handle internal calls – ie calls
where one IBM employee asks to get connected to another IBM employee.
Our on-line collaboration tools (Bluepages, Voicemail, Lotus Notes,
etc) are now so advanced that employees in most cases no longer
need help from our centre to get connected to their colleagues.
This means that our CSRs can focus on servicing IBM’s customers.
In order to further decrease the volume of internal calls, the centre
is looking at introducing an automated switchboard tool called Directory
Dialler which uses voice recognition technology to connect IBMers
to the person they wish to speak to. The tool has been fully implemented
within IBM UK Limited and is currently being piloted with IBM Germany.
The Service Centre is also involved in various value add activities,
including Opt-in where CSRs register customers for e-News, an on-line
publication tailored to their interests, thus helping marketing
to build IBM’s customer database with corresponding interest
codes. Service Centre excels in customer satisfaction through a
major focus on "First Access Resolution", a drive to ensure
that our customers receive the right answer, first time from Service
Centre without having to be transferred to other areas of IBM. In
addition to this, the Service Centre also focuses on driving customers
to the web and showing them that they can access the information
they need at their fingertips without picking up the telephone.
Integrated Technology Services (ITS) makes up
another of the core businesses in the CRM/BTO Contact Centre. The
ITS teams are responsible for dealing with calls from customers
who require support or repair of IBM products. They log details
into RCMS (hardware faults) and CCMS (software faults) - IBM's Call
management Systems - to ensure a swift and effective resolution
to service requests routed to our Centre.
Whilst performing a log, the ITS CSRs will use these systems to
confirm both contractual status and if the customers are entitled
to service. If a customer is not entitled to the service required
but expresses an interest in it, the customer's details will be
passed on to the relevant sales people for follow-up.
This way of identifying sales opportunities has become an important
part of the validation process and is a high priority for the teams.
Once the fault has been logged into the call management system,
a customer engineer will be able to display the fault and take appropriate
action. While most calls to ITS are from customers, some CSRs also
receive calls from IBM engineers and are expected to update, monitor
and escalate calls.
Our ITS teams also provide call management for external clients,
including Asda, Tesco and NICE.
In addition, they are responsible for so-called SPOC (Single Point
of Contact) contracts. These are contracts where we act as one single
point of contact for all service request world-wide for international
companies.
The responsibility of the OOH team is to answer
ITS calls and e-mails outside ordinary office hours. They can basically
be called at any time, day or night. During normal office hours
they contribute to a smooth flow in the call centre.
The Data Management Centre (DMC) was founded
in February 1999, consolidating the data management demands of 15
countries into one location. The team focuses on two areas of responsibility:
database maintenance for Market Data and Analytics (MD&A) and Siebel
data quality monitoring and support.
This includes 'returned mail' and may involve
contacting customers to ensure IBM has the correct address details.
The team also gets 'mass lists' from MD&A specialists asking them
to update certain information such as account details.
The team's Siebel activities revolve around their
role as EMEA Data Custodian Delegate. Reporting to the Customer
Information, Single Point of Contact (CI SPoC) team in EMEA, they
are responsible for a number of Siebel support and data quality
monitoring tasks:
- Data Validation - The team validates
all new account and contact creations in Siebel, ensuring the
right country specific format has been used. If any mandatory
fields have not been populated they will send a request to the
creator of the record to ask for the missing information.
- End user requests – Certain
fields in Siebel, eg customer number and Account Team information,
can only be changed by the DMC. To change these fields, Sales
Reps have to make an end-user request. Most of these requests
come through directly from Siebel, but the Sales Reps can also
contact the DMC using their task ID or the phone.
- Notification to Sales Reps
- The team supports Sales by running a weekly query in Siebel
to identify all contacts with opportunities worth $35,000 and
above, also called 'high relationship contacts'. The DMC will
put a protection flag on them so they can pick up any changes.
They then draw up a list of these changes and pass them on to
the relevant Sales Rep or Account Team for review. If they reject
the changes the DMC restore the entry to the previous value.
As EMEA Data Custodian Delegate, the DMC also
gets involved in specific initiatives to drive the consolidation
and management of customer data across IBM. At the moment, for instance,
they are supporting the EMEA SPoC team with the world-wide data
accuracy assessment which has four official goals including improving
data quality accuracy and completeness and eliminating duplication
of customer account and contact records in the CRM System. The DMC
help to achieve this by performing different data cleaning exercises.
Another project for the team is a creation of about 150,000 new
customer numbers in Siebel, based on information passed on to them
by SPoC. This project has developed into a regular task. The team
now run a weekly query on the customer master records used by our
sales people to see if there are records which do not yet exist
in Siebel. If there is a discrepancy, the team will create the missing
customer number in Siebel.
The Analyst Relations Desk is part of a global
team involved in close communication with the IT Analyst community.
Analysts usually contact the team when they require information
for a report they are compiling on a certain aspect of IT - this
could be on general trends, specific products, product comparisons
between IBM and our competitors etc. The team either provides the
information themselves, or puts them in contact with an SME on the
AR Team, who will then engage with the analyst, often on a one-to-one
basis, to ensure they have as much information as possible.
IBM takes the view that the more information an analyst has, the
more likely he or she is to be positive towards IBM and also, the
more likely IBM is to be represented accurately and fully in the
final publication. Many analyst reports are published online and
numerous reports are to be found quoted on the front pages of the
Wall Street Journal. Either way, they are always extremely influential.
The team is also pro-active in organising product-related events
for analysts. Knowing how influential IT Analysts are, they like
to keep their calendars full with conferences, one-to-ones, teleconferences
etc. The team also maintains the Analyst Database to ensure records
on the analysts are as up to date as possible.
The CSAT Trailer Call Team is responsible for
conducting customer satisfaction surveys among customers and Business
Partners who have used ITS or Techline (Technical Sales Support).
The surveys are based on a random sample of customers, identified
by a Lotus Notes based tool 24 hours after they have used the above
services. They follow a standard set of questions to establish how
satisfied the customers are with the service they received.
As the CSAT representatives go through the questions with the customers,
they will enter their answers and comments into the Trailer Call
database. This information will subsequently be rated numerically
for statistical purposes. If - against all expectations - a customer
turns out not to be satisfied, the reason for this will be investigated
in detail and the customer will subsequently be contacted by the
resolution owner for follow-up.
Recently the CSAT Trailer has also taken on responsibility for making
follow up calls to customers who have just bought an i5 (iSeries
customer set-up) server. This is to catch and resolve any problems
early in the customer’s ownership experience. i5 customers
do not expect this courtesy call and are therefore are impressed
with this customer satisfaction activity.
The International Assist Line is a helpline which
answers questions on international business, provides IBM contacts,
identifies sales leads and forwards them to the appropriate sales
organisations. Within this scope, the IAL provides to customers,
business partners and IBMers the following functions:
- First level support when international assistance
is required. Such support consists of handling e-mail and telephone
requests from individuals worldwide and doing the necessary research
to complete the enquiry.
- Act as an entry point into the EMEA ISC whenever
a marketing situation is detected which needs to be discussed
and may result in an international opportunity.
The Electronic Response Centre (ERC) is the first
point of contact for customers using IBM's public sites in EMEA.
All the ibm.com websites in the 8 countries supported by the ERC
have a telephone number for general enquiries and an 'email IBM'
button which link into the ERC.
Because of the team's knowledge of the IBM business and their links
with the brands, they know where to find the right information or
who to transfer the customers to. They are also the first point
of contact for any customer looking for a quote on any product,
and they maintain a close link with the Sales Centre in Dublin passing
on sales leads or order enquiries to the sales teams.
In addition, they act as a call-me-back point with all call-me-back
buttons for the brands linking into the ERC. Since September 2003
they have also been involved in processing credit card orders for
printers and software placed on the Web.
Furthermore, the team has an important role in ensuring that IBM's
websites are working as they should. They proactively browse IBM's
websites to check that everything is fine, just as they are responsible
for dealing with any problems or errors IBM's customers encounter.
If someone gets an error message or has difficulties getting his
or her credit card accepted, for example, the team will try to replicate
the error and will raise a fault that is then escalated to India,
the US or Canada depending on the nature of the problem.
In the same vein, the team collects customer feedback from the website
and collates this into a report which goes to the relevant sponsor
and project leader for follow-up.
The e-Care team was established in the spring
of 2004 to provide multilingual support for customers needing assistance
with the Passport Advantage website (for ordering and downloading
software) or the Electronic Service Request (ESR) website (for logging
and tracking any problems with software). The team is currently
integrated with ERC.
Covering 13 European countries in 9 different
languages, the responsibilities of the Opportunity Tracking Unit
(OTU) focus on two areas of data quality work:
The OTU team make updates to a number of data
quality indicators according to instructions in automatically generated
reports which specify incorrect elements of data.
The team monitor 15 non-critical indicators from
a data quality point of view. This involves:
- Interlocking with the Regional Data Quality Coordinator
to agree on updates to be made
- Driving updates by the primary opportunity owner.
This role includes identifying the five opportunity owners with
the highest amount of indicators out of line in each region, and
agreeing on an action plan for these with the Regional Data Quality
Coordinators. The OTU CSRs will contact the primary opportunity
owners singled out through this process, make the necessary updates
with them and seek to develop an understanding of what is causing
difficulties.
- Tracking and analysing the data quality of opportunities
in the pipeline with a view to flagging problem areas and making
suggestions for process changes.
The Business Operations Team (BOT) team focuses
on the PartnerWorld Lead Management (PWLM) tool in Siebel which
provides IBM and its Business Partners with a shared interface for
the management of Business Partner Opportunities.
Covering 13 European countries in 9 different languages, the multilingual
team assists Business Partners in using the tool, helping them to
understand and adhere to the PWLM processes. This includes monitoring
the pipeline to ensure opportunities are accepted and qualified
by Business Partners according to the prescribed timetable. Whenever
an opportunity is withdrawn because a Business Partner has not acted
on it in time, the BOT team will contact the Business Partner to
establish what has gone wrong. The key is to develop an understanding
of the PWLM tool and lead Business Partners to appreciate the importance
of the processes that underpin it, all of which have been designed
to minimise the risk that they - and IBM - lose potential sales.
Driving process adherence, therefore, is in everyone's interest.
The consolidated BOT team has taken over the responsibility of some
of the tasks that were previously carried out by BOT teams in country.
The in-country teams continue to exist and are responsible for liaising
with the Business Partner Focal Points as well as with the Business
Units and Brands in their respective countries. There is a close
working relationship between the Greenock team and their in-country
BOT colleagues.
Covering 15 European countries including Spain
and Portugal, the External Channel Lead Entry (ECLE) team are responsible
for uploading two different types of opportunities in Siebel:
- Co-marketing opportunities. These
are opportunities generated though marketing campaigns which have
been funded jointly by IBM and our Business Partners. The in-country
marketing teams collate the details of opportunities identified
through these campaigns, and all this information is then passed
on to the Greenock CoMarketing Team. The opportunities are then
uploaded in Siebel and assigned to the relevant Business Partner.
The Business Partner then picks up the leads from the PartnerWorld
Lead Management tool, which is the Business Partner version of
Siebel.
- Business Partner as Opportunity
Identifier (BPasOI). These are leads identified by the
Business Partners themselves. The Business Partners pass the details
on to the in-country marketing teams who collate the information
and send it to Greenock. The BPasOI work is a new facet of opportunity
management for the ibm.com Service Centre which has been added
as part of the establishment of the new ECLE team.
The focus of the Opportunity Support Team (OST)
team is to support Reporting, Analysis and Data Quality tracking
within the IBM Field Sales Channel. This team of 8 people cover
a variety of activities to support an increased Sales Face Time
for the Field Sales channel and ensure that we cover ad hoc tasks
and reporting tasks in the most cost efficient way possible.
PartnerWorld Contact Services (PWCS) provides
a single point of contact for Business Partners across EMEA. Support
is provided in 17 different languages across the four PartnerWorld
Communities - PartnerWorld for Software, PartnerWorld for Personal
Systems, PartnerWorld for Developers and PartnerWorld for System
and Services. The team is split across two locations with 11 languages
supported from CRM/BTO Greenock and 7 languages from CRM/BTO Bratislava.
PartnerWorld Contact Services CSRs provide Business Partners with
the most up to date PartnerWorld program information, program benefits
and promotions - as well as assisting with pre-sales marketing information
such as pricing, part numbers and specifications on IBM's hardware
and software products. They also give information on the membership
criteria required to achieve each of the 3-tiered membership levels
and advice on Education road maps and tests to demonstrate the Business
Partner's technical competency.
The primary goal of PartnerWorld Contact Services is to resolve
enquiries on the Business Partner's first call. This is accomplished
through multi-skilled PartnerWorld Contact Services Representatives
who are knowledgeable across all four communities and take problem
ownership, either on a level 1 or level 2 basis. Level 2 Subject
Matter Experts (SMEs) deal with the more complex requests and also
act as an escalation point for the first point of contact. The Partnerworld
Contact Services team are also a route into software and hardware
technical support by logging cases for the Techline Organisation
and warm transfers into Lotus Customer Support and ITS.
In addition to inbound call activity the PartnerWorld Contact Services
team make outbound calls to Business Partners to support marketing
and events as well as to help ensure IBM has accurate contact information.
They also respond to over 2,000 Business Partner e-mail queries
per month, and manage the PartnerWorld Profiling System, which involves
approving new Business Partner registrations and profiles changes
for all 126 EMEA countries. Finally PartnerWorld Contact Services
provide a 1st level helpdesk function for Business Partner Applications
which includes tasks such as problem determination, first time fix
(when possible), escalation to 2nd / 3rd level support, fault tracking
and resolution reporting back to the requesting Business Partner.
In February 2004 the CRM/BTO Contact Centre EMEA
won its first external bid and transferred a new mission to Greenock,
the CS Order Management Helpdesk. This team is part of the Global
Contact Centre together with centres in IBM Richardson and IBM Sydney
ensuring 24 hour phone coverage for customers, partners and vendors.
It is structured to support the global "follow the sun" model. In
addition to providing all inbound and outbound phone contact, the
team handles escalations from other vendors and works at providing
quality services to drive customer satisfaction.
Support is currently provided for EMEA in English, French, Spanish
and German, however, as the team is made up of people from a number
of different European countries they have the capability to extend
the language support in the future.
Query Types include:
- Order Booking resolution
- Post Shipment Enquiries
- Internet Commerce Support
- Order Management Processes
- Service Contract Management
- Service Queries & Service Analytics
- Order Management escalations
This is a multilingual team for a major external account, including customer service and financial data
management services to name a few of the task performed within the team.
- Benelux Customer Services
Customer complaints/queries/technical issues via E-mail, phone, fax - solve to satisfactory resolution
for D&B customers in Benelux
- Benelux Business Information & Complaints
Update business information and manage customer data complaints - obtain information via phone interview
or through querying D&B tools and official internet based sources
- Benelux TP
Manage system failures in D&B systems - understand, manage and clear D&B system errors generated through
overnight update of their databases
- European DP Trade
Processing customer trade files and managing errors - upload, manage and correct system errors on submitted
customer payment experience files to allow D&B customers to determine how quickly companies meet their payment
deadlines. Some programming knowledge an advantage.
- European DP Delivery –
Deliver complex customer data appends by cleansing & matching D&B customers' data to data held on
D&B mainframe applications.
- European Family Tree and Personal Investigations
Manage and update corporate linkages and perform investigations where necessary to complete corporate family
trees.
- Benelux VIP
Customised report requests - Manage bespoke customer data request and make decisions on behalf of D&B
customers on whether they should do business with other companies
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