Jeroen Schipper C3Group International Koper Customer Care and Contact Centers; the customer service infrastructure of the future C3GROUP

Customer Service Infrastructure of the future Agenda Developments in Marketing Trends with customers Customer Care and CRM Customer Care, Marketing and Sales in relation to Contact Centers

C3GROUP Mass MarketingMarket SegmentationRelationship Marketing product-focused anonymous few campaigns wide reach little research short-term group-focused general category profiles more campaigns smaller reach based on segment analysis of demographics short-term customer-focused targeted at individuals many campaigns discrete reach based on detailed customer behavior and profiles long-term Evolution of Marketing Customer Service Infrastructure of the future

C3GROUP Less shopping/buying time Telephone and internet more often medium for purchase Brand loyalty less obvious Customer wants more information Customer wants 24 hour economy Trends with Customers Customer Service Infrastructure of the future

C3GROUP Customer Service Infrastructure of the future The ‘Me and Now’ Mentality. Coming generation of customers wishes availability = reachability of goods and services. At any desired moment On any desired place In any desired form Against the best price/quality relation What does the customer want?

C3GROUP Customer Service Infrastructure of the future Not the right Customer Care !!! Reasonspercentage Death 2 % Move 3 % Loose to competition 4 % Through personal relations5 % Elsewhere lower prices 8 % Competitor with better product 15 % Not satisfied with product quality16 % Poor handling complaints17 % Bad service Lack of interest for customer 67 % Attitude/behaviour towards customer Why do we loose customers ?

C3GROUP Customer Service Infrastructure of the future Customer Care and CRM The Customer Care strategy determines the values and standards which have been set as objectives by the organization in the area of customer relation and value proposition. The Customer Relationship Management strategy is the compilation of the organization, processes and technology with which these values and standards will be realised.

C3GROUP Customer Service Infrastructure of the future Statement I Not your product or name will make you keep or increase your customer base but the right degree of CUSTOMER CARE

C3GROUP Customer Service Infrastructure of the future Statement II Current trends require maximum use of electronic information media such as TELEPHONE and INTERNET

C3GROUP Customer Service Infrastructure of the future Main advantages Better reachability of the organization Extended reachability to 24/7 Faster handling Increase of friendliness towards customer Cost reduction Lower threshold

C3GROUP Customer Service Infrastructure of the future Telebusiness and Contact Centers a new way of communicating and building relationships with customers an additional dimension next to existing channels (shop, counter, mail)

C3GROUP Customer Service Infrastructure of the future Telemarketing used for (outbound calling) MAKING APPOINTMENTS89% RELATION MANAGEMENT79% FOLLOWING UP ON QUOTATIONS73% COLLECTING INFORMATION ON POTENTIAL CUSTOMERS68% DIRECT SALE64% SCREENING ADDRESSES62% DEBTMANAGEMENT58% CUSTOMER SUPPORT54% HELP-DESK52% MARKETRESEARCH49% SELLING ADDITIONAL PRODUCTS46% MEANS OF PROMOTION45% INCREASING ORDERS42% SEARCH AND SELECTION24% ACQUIRING FUNDS12%

C3GROUP Customer Service Infrastructure of the future Telemarketing combined with PERSONAL SALE70,5% DIRECT MAIL65,5% FAIRS/SEMINARS/WORKSHOPS45,4% ADVERTISING45,4% ACCOUNTMANAGEMENT43,2% EVENTS/ACTIONS31,3% RADIO-COMMERCIAL11,5% TV-COMMERCIAL 8,4% GIMMICKS 7,9% SAMPLING 6,2% POSTORDER CATALOGUES 5,7% OTHER 2,2%

C3GROUP Customer Service Infrastructure of the future Inbound or outbound

C3GROUP Customer Service Infrastructure of the future Functioning Contact Center? Customer service agents Organization PBX / ACD / VRU Telephone Network

C3GROUP Customer Service Infrastructure of the future Integrated Contact Center Organization PBX / ACD / VRU Telephone Network CTI Customer service agents

C3GROUP Customer Service Infrastructure of the future Integrated Contact Center An interactive point of contact between a customer and an organization where efficient and effective personal contact gets realized through the integration of telecommunication, business-processes and information-systems Business processContact Center Computer People Tel. system Customers

C3GROUP Customer Service Infrastructure of the future CC, Marketing and Sales Cross-selling and Up-Selling Customer retention Behavior prediction Channel optimization Personalization Event-based Marketing

C3GROUP Customer Service Infrastructure of the future Integrated Contact Center A contact center connects service, marketing and sales people with customers by telephone and internet in a cost efficient way Contact Center Marketing Sales Field services Various objectivesOrganizationVarious data

C3GROUP Customer Service Infrastructure of the future Strategic considerations The customer wants maximum reachability, a personal approach and where needed space for emotion The company wants the best customer service and the highes sales against the lowest cost The customer chooses the channel, every customer is different, times change The company wants a flexible infrastructure

C3GROUP Customer Service Infrastructure of the future Strategic considerations A professional, well organized and integrated tele-environment will become an essential element for most organizations in order to perform its marketing and sales function well.