Sales Force Automation and Automated Customer Service Centers

Sales Force Automation and Automated Customer Service Centers

I. Sales force automation 1-1 Introduction to SFA 1-2 Tasks for SFA 1-3 Understanding resistance to SFA

1-1 Introduction to SFA(1/2) relationship selling or consultative selling—the creation and maintenance of mutually beneficial long-term relationships with customers sales force automation (SFA)—the application of digital and wireless technologies to personal selling 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 closed sales cycle—a circular process with all but the initial stages being cyclical

1-1 Introduction to SFA(2/2) sales pipeline—a term used in the context of CRM where the tools of sales automation describe where prospects/customers are in the sales cycle Exhibit 8.1: The Sales Pipeline leads—prospects who may or may not be interested in the organization’s offering qualified leads—have been shown to have a positive expectation of lifetime value and an ability to purchase close the sale—ask for the order

1-1 Tasks for SFA 1-1-1 Contact and time management 1-1-2 Lead management and opportunity management 1-1-3 Knowledge management and intranet access 1-1-4 Price quotes and order configuration 1-1-5 Follow-up management 1-1-6 Analysis and reporting tools

1-1-1 Contact and time management contact management—organizing data about organizations and customers and prospects within these organizations collaborative communication—a feature that allows contact information to be shared with others

1-1-2 Lead management and opportunity management prospecting—identifying potential customers who may be interested in the organization or its products lead management software—helps determine if a lead is a qualified prospect or not, and may automatically direct the lead to the most appropriate field sales representative opportunity management—a comprehensive process that includes lead management, but also includes the management of other activity and information throughout the entire sales pipeline sales forecast—a best guess projection of the unit or dollar volume of sales expected from a customer

1-1-3 Knowledge management and intranet access knowledge management—a comprehensive and accessible organizational memory, often called intellectual capital intranet—a company’s private data network that uses Internet standards and technology extranet—an intranet that is shared with outside parties, such as customers

1-1-4 Price quotes and order configuration product configurators—software programs (often available on an organization’s Intranet) that configure and price products on the spot, reducing the time a sales representative spends working on a proposal

1-1-5 Follow-up managemnet SFA software—indicates when products have been shipped or if there are problems in completing the order

1-1-6 Analysis and reporting tools SFA within CRM—eases the task of generating call or sales reports (automatic) enabling managers to assess performance on a regular basis

1-2 Understanding resistance to SFA automating activities/reports—causes some sales representatives to feel threatened, overseen by big brother, and unmotivated to do the work Online incentive programs—allow salespeople, or other employees, to select bonus gifts on an intranet which may increase the willingness to accept the automatic features of SFA systems

II. Automated customer service centers 2-1 Call centers 2-2 Characteristics of customer service personnel 2-3 Evaluation of call center data 2-4 Web-based self service

2-1 Call centers(1/2) call center—a unit that supports direct customer interaction via telephone, well-configured information technology, and capable service personnel call routing—guides each customer’s call to the customer service representative who is most capable of helping or directs the call to an interactive voice response system rather than to a person to allow the computer to handle the entire call interactive voice response (IVR)—a convergence of computer telephone integration and voice messaging where the IVR can be thought of as a computer talking to a person

2-1 Call centers(2/2) caller ID systems—send incoming phone numbers to the data warehouse, where the caller is instantly matched to a customer record automatic distribution system (ACD)—prioritizes calls making it possible to segment customers as they enter the system trouble ticket—a caller note, where an identification number is assigned to the customer when he or she makes the initial call

2-2 Characteristics of customer service personnel qualifications—a good phone voice, proper phone etiquette, a positive attitude, self-motivation, and grace under pressure “follow-the-sun” concept –an organization may have workers in California answering the 9:00 p.m. calls from New York call scripting—a prearranged and written response to varying, usually repetitive, problems from customers, often called a situational script

2-3 Evaluation of call center data built-in tracking features—evaluate performance and monitor the number of calls, call type, average call length, time waiting on hold, abandonment rates (how many calls result in a hang up), time-to-resolution, and average length of call

2-4 Web-based self service goal—allow customers to use the Web and provide call center operations for those who need additional assistance; where, FAQs frequently asked questions, provide input for improvements live person chat software—allows live customer service agents to interact with Web users when the customer makes an inquiry, i.e. such as that offered by LivePerson.com