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to maintain competitive edge and viability. Most Response management as adopted by
organizations are structured by functional specialization (for LIC and their agencies:
example, marketing, sales and customer service) in which
each department has a unique relationship with the Many insurance companies are struggling to improve
customer. customer satisfaction, increase sales and maximize
administrative productivity by integrating multiple customer
In this model, there is no comprehensive view of the contact channels, disconnected administration systems and
customer and no comprehensive strategy for the external process participants.
relationship. The enterprise typically does not understand
the existing or potential profitability of that customer. On Response management allows companies to manage and
the other hand, an end-to-end CRM customer strategy respond to all email inquiries and is the most scalable email
focuses on the complete customer value chain. In this management application on the market. The number of
model, lines of business collaborate around the customer, emails sent daily for enquiry is growing exponentially as
focusing on enhancing the customer experience and more and more consumers rely on the Web as the primary
increasing customer lifetime value. method of contact with companies. The email solutions that
organizations demand have to integrate and leverage other
What is Customer Response Management in customer service functions and systems to increase agent
Customer Relation affairs? productivity.
Every organization is faced with challenges of handling Latest technology in response to management is designed
transactions, orders or requests by any organization for to handle up to 500,000 emails, in virtually any language,
information or product through their complete life cycle and every day, guaranteeing almost immediate response and
delivering their promise through exceptional service. resolution to customer queries. The latest version
Customer Response Management includes: dramatically reduces customer service costs by providing
1. Response generation agent productivity capabilities such as a unified agent view
and access to content and knowledge wherever it resides.
2. Response acceptance
The software automatically pulls data from multiple back-
3. A centralized database office systems, based on keywords in customer emails, to
automate the resolution of transactional inquiries, including
4. Fulfillment system questions regarding order status, shipping and billing. By
allowing agents to access customer context sensitive
5. Web enabled work flow. information from anywhere in the enterprise, it enables
agents to more quickly and accurately handle customer
questions in a consistent manner.
Advantages of this process: Following
advantages have emerged out:-
1. Improved Knowledge management and Increased
Agent Productivity: Agents now have easier access to
important information that can help them answer e-
mail inquiries immediately.
2. Analytical and Reporting Capabilities: Companies are
focused on reducing inquiry resolution times, and
increasing first contact resolution rates. It also provides
replication functionality to keep test and production
servers in synch, and allows for remote system
administration.
26 The Insurance Times, December 2015
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