Case Study for Leading Property Development Company in Malaysia
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The Problem
- The company wanted to improve and formalize their customer service processes throughout the organization.
- One of the major issues they were facing was the time it took for repairs to be completed for defects. The average cycle time from the customer complaint to the defects rectification was around 1 month.
- Due to the longer cycle time, customers were becoming dissatisfied. The company wanted to pinpoint the source of the delay in defects rectification and reduce cycle times.
- Another issue was capturing and tracking leads information. Customers would fill in leads forms but since information was captured manually, it was harder to carry out targeted marketing campaigns or track follow ups.
- Complaints and enquiries were not captured in one single system and therefore PJH found it difficult to track and close off any issues or enquiries.
- It was difficult for staff to know the exact status of a defect (whether it was with the customer service department or project management department) and therefore found it hard to inform the customer when they received a query about the estimated completion date.
- Monthly reports were being generated from excel sheets which resulted in a lot of manual data entry into excel sheets by the Customer Service Department (CSD). Mistakes due to human error were highly probable. There was also lot of additional time that needed to be invested due to the manual data entry by members from CSD.
- Customer sign off was captured manually.
- Targeted marketing campaigns and leads capturing were carried out manually resulting in a lot of wasted time sifting through many pages of leads forms
- Monthly management reports had to be generated manually.
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Solution
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Alsys provided a customized web-based CRM solution. The Alsys solution was part of a "one stop centre" for customer complaints and enquires and also included integration with IVR/CTI telephony so that when the customer calls the CSR, the system pops up the customer details and the department they want to speak to automatically.
Alsys provided a solution to capture customer complaints and enquiries and to track them automatically till closure. The features included:
- Capturing of defects and tracking from complaint to closure
- Built in electronic defects form
- Built in workflow for defects rectification
- Integrated Tablet PC solution to capture defect updates and customer sign off electronically on-site.
- Electronic leads capturing
- Update feature for marketing and sales campaigns
- Task management facility
- On screen dashboards for management monitoring purposes
- Round Robin facility for ticket generation
- KPI tracking to monitor staff performance
- Email notification
- Ticket reassignment
- Reporting (IVR and department related reports)
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Benefits
- The benefits of the Alsys CRM solution included:
- Defects rectification turnaround times were reduced from one month to an average of one day.
- All customer complaints and enquiries were captured in the system allowing easy tracking till closure.
- Staff accountability increased due to tickets and cases being assigned to users and being tracked in the system
- KPIs could be tracked automatically
- Monthly reports could be generated automatically
- Marketing campaigns could be easily updated and targeted to the correct customers.
- Less load for department users as CSR would handle the issues as much as possible through information accessible through the system including billing and sales information and FAQs.
- IVR/CTI solution allowed the company to view abandoned and dropped calls as well as listen to voice messages so that any customer who called and did not get through to a CSR, could be called back increasing chances of sales to potential customers and decreasing customer dissatisfaction for complaints.