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| Case Study |
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Leading tobacco manufacturer improves decision
capability by implementing Siebel CRM solution
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A leading tobacco manufacturer reduced call-cycle time and improved the quality of response to its
customers by partnering with Patni for implementing a CRM solution that serviced five countries in the
Asia-Pacific region.
The Client
The client is a subsidiary of a multinational manufacturer and distributor of tobacco products that serves consumers across 180
countries and has more than 9000 employees globally.
The Challenge
The client has a Customer Response Center (CRC) which serves as a contact point
with the consumers. The main function of the CRC is to process all inbound calls
related to Production, Quality, Marketing, HR, donation requests, product defects,
product availability and vending machine maintenance. The CRC is also responsible
for responding to enquiries related to legal, regulatory and corporate matters. The
information gathered by the CRC is analyzed and used for improving the product and
enhancing the customer service
However, in its quest to analyze the collected information and improve the customer
experience, the client faced the following challenges:
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Inability to take quick decisions: Disparate systems for handling calls hampered
the client's ability to act quickly on customer feedback. For example, calls
related to vending machines were logged and processed in the client's Remedy
Help desk system while consumer calls were logged and processed in the CRS
system |
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Additional IT staffing and maintenance expenses: Since the individual systems
were neither compatible nor scalable, the client spent additional efforts to
consolidate the various systems across five countries in the Asia-Pacific region
and obtain a standardized set of data for decision making. Additionally,
maintaining different systems meant that the client had different teams
managing IT functions at each of the locations |
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Tracking the SLA's of departments: Absence of an audit trail for each user and
their associated call assignments prevented the client from evaluating user
group performance, identifying bottlenecks in the defined workflows and
tracking internal reassignments |
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Capturing Customer feedback: Disparate systems resulted in duplication of
data resulting in silos of information scattered across the organization. |
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The Solution
With an objective to improve its call handling process with the help of a software
solution, the client decided to engage Patni for evaluating and implementing a CRM
solution. After evaluating several products, Patni proposed the Siebel eConsumer
Goods Call Centre application as it best suited the requirements of the company.
Patni followed a methodical approach to help the client transition to the new system.
In the initial phase, the team from Patni interacted closely with data owners to
ensure integrity, consolidation and validation before migrating the same into the
Siebel application. This addressed the problem of standardizing historical data that
was distributed across disparate systems.
Subsequently, features such as Siebel's Access Control and Visibility,
were mapped to fit the client's requirements which helped the client
achieve the desired usability without compromising on the client's
data security needs. Integration of the CRC with Lotus Notes was
done to ensure a closed loop response to consumer issues. This
integration ensured that the required functions across the client's
organization worked on the responses in real-time. Patni also
developed an automated survey module, which leveraged the Siebel
smart-scripting functionality and reduced the overall effort and time
required to create, administer and track surveys. The smart scripts
have also helped in ensuring consistency in call handling across
response specialists. Through a 'View Call history' feature, agents
were also able to see and quickly browse through consumer
interaction history.
Patni provided the client with several analytic reports to improve
operational performance. For example, the Cluster Analysis report
helped the customer identify multiple complaints of the same type
on a manufacturing code for a given duration. This helped the trade
marketing department, and the Quality and CRC teams to analyze
and quickly decide on product recalls or replacements.
The Technology
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Siebel eConsumer Goods
Call Centre application. |
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The Benefits
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Reduced call cycle time: Implementation of the solution has cut
call cycle time by 60%, leading to significant cost savings in
business and application support |
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Enhanced customer delight: Due to improvement in quality and
speed of response |
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Ease of Usage: The application was optimized to incorporate the
call handling flow which ensured that the users could easily
access required information with minimal clicks |
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Faster and more accurate decision-making capability: Due to
availability of consolidated data across the Asia-Pacific region
through use of analytic reports |
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