CUSTOMER DRIVEN MOBILE CRM

Customer Relationship Officers armed with Tablet displaying real-time CRM information can go a long way in improving customer acquisition and customer retention. One such as the following:

Imagine for a while now that the customer engagement officers, whether they are located in branches, in kiosks location or in contact centers, gets the same CRM  data and interface. All of them get instant up-to-date access to the same customer information on the go. This 360 degree view of the customer is real-time across all service channels (omni-channel). 

The interface is designed to drive customer service behavior using analytics. The system serves as both an output and input device.  Customer profile and engagement statistics will be updated instantly after each and every engagement. This is done by manual entry of the officer as well as by data captured through out the conversation. Individual customer statistics are can then be aggregated to form a larger segment profile and banking service trend. 

LIFESTYLE PANE
This pane provides vital information regarding each lifestyle areas of the customer.  For instance, the financial core of the customer is shown herein to indicate his or her debt level, liabilities, cashflow and asset information. Dragging the financial life pane to the middle  will display more customer financial information. This is useful for instance if a customer intends to find out if early repayment of a hire-purchase loan is possible. Due to the analytical nature of this application, an additional button prompts the customer service officer to find out how customer can better use the early redemption funds. The click of that button sends the financial scoring system to scour for other relevant information and return with several funding use cases - such as saving in high-interest earning account for child education or invest in medical insurance for aging parents that appears to medical care. 

Such highly interactive way of socializing customer information ensures that customer servicing agents are focused on one thing - customer service.

Other non-financial information can also be displayed such as family-life information. Through interaction and social analytic, the customer family life tab can be populated with relevant information such as direct and distant family members, travel lifestyle,  child education and school information, hometown location, hometown visits, etc.

USAGE TREND INDICATORS
Shows the level of customer engagement in any of the key product services offered by this bank. The statistics captures number of customer access to each banking function, visit to the site or branch for a particular service (e.g. ATM withdrawals, cheque transfers, payments), the calls made to service center to lodge a issue or enquiry, etc. This information will only be useful if the engagement can be further broken down to specific product or service areas.  
Service engagement and product engagement are intertwined, when combined it may produce positive or negative customer perception. 
Usage trend and service excellence is combined to form a trend line. Trend line can be visualized in such a way that it coincides with an incident. 

SERVICE EXCELLENCE PANE
The service usage stats leads to another critical insight. - service quality. By taking into account key measurements such as the number of call/interaction logged, the number of issues resolved, the turnaround time in resolving issues, the customer service agents can now relate to the individual customer’s usage experience.  

More importantly, customers final score of satisfaction is is shown in this pane.  Such data can be calculated on an averaging basis.  The analytical models need to be tuned over time to take into account customer perception after a promotional and good-feel campaign.  To make it relevant, the scoring system can analyze the voice of customer and baseline their receptiveness to new offers. 

A simple smiley icon can potentially be used to indicate the satisfaction score. Such feedback mechanism allows customer interaction officer to proactively take measures to make the engagement more positive - even if the engagement does not lead to new sales. 

CONTACT & DIALOG BOX
The contact and dialog box offers customer service agent a peek into the history of customer engagement and using which medium of contact.  Even here, the dashboard can be highly interact in that  whenever a customer is seen online or is seen to have repeated responded through a particular channel, that channel becomes the preferred contact option.
The app goes further in notifying the agent the best way to contact a customer by blinking and highlighting the contact option. To make reduce clutter, the app will actively hide contact option that is deemed as ineffective or irrelevant in getting customer response. This is useful in an environment where communication options are vast. 

OPPORTUNITY DIALOG BOX
Perhaps the most important component of the CRM dashboard is the opportunity window. Any engagement with customer should lead to one of 2 aspects of the relationship:

1. Improved sales (up-sell or new sales)
2. Improved customer service perception that will:
    a. create a more conducive environment to improve sales in subsequent engagement. 
    b. improve customer retention.

In order to be able consistently increase customer wallet shares, the analytical engine need to churn out sales opportunities in alignment to actual customer perceived needs.  The underlying analytics rely on social engagement data inputs. The earlier discussed social and digital engagement systems provides the necessary data inputs necessary to formulate lifestyle needs of the individual customer. 

Under the opportunity window is the sales and approach script.  This script is a workflow engine that combines the most likely element of acceptance into sequential steps. This is based on the learning framework and internalization concept briefly mentioned in my first posting on Banking Value Chain .

My next blog update will show what architecture elements and data profiles are required to build this type of app. Stay tuned!