Client:
Marks & Spencer
Project:
CRM Process Development
Shorcut to:
Business Challenge
How Accenture Helped
High Performance Delivered Executive Summary:
Global retailer Marks & Spencer wanted to turn its
already strong customer service operation into a highly efficient system for
responding quickly and effectively to customer. A collaborative team created
new, integrated processes for customer relationship management built on
Siebel's eBusiness Applications. The solution quickly identifies customers,
routes calls more intelligently and synchronizes customer, product and order
information.
Business Challenge:
Global retailer Marks & Spencer wanted to
turn its already strong customer service operation into a highly efficient
system that responds more quickly and effectively to customer needs. Marks
& Spencer envisioned a more intuitive system that provided a single view of
the customer, built customer profiles throughout the customer relationship and
helped the company:
- Improve efficiency and service
performance.
- Better identify and realize sales
opportunities.
- Increase customer satisfaction for competitive advantage.
- Ultimately grow margins, a fundamental driver for the call
center initiative.
How Accenture Helped:
A collaborative team—Marks & Spencer, Accenture,
Siebel and Microsoft—worked to create Marks & Spencer's integrated customer
relationship management processes and system built on Siebel's eBusiness
Applications. The solution provides quick identification of customers, more
intelligent routing of calls and complete control of agents' telephone
extensions. Online interfaces with legacy applications synchronize customer,
product and order information. The fully scalable database, the second largest
Siebel built on Microsoft's SQL Server platform at that time, has ample
capacity to support Marks & Spencer's customer base—initially some 18
million customers and more than 8 million contact activities.
High Performance Delivered:
Marks & Spencer now has inventive
capabilities that enhance the way they serve customers. An agent knows a
customer's Marks & Spencer history prior to answering a call. Customer
inquiries are resolved consistently, completely, accurately and fast at the
first point of contact. The system is tuned to sub-second response times on all
screens.
From one enterprise-wide system, Marks & Spencer has
historical tracking of all customer contact, a single view of customer
information, shared customer information across call center operations and
quick resolution of and reporting on service issues. There is shorter call
handling and work processing times and, thus, lower operating costs. With
workflow and skill-based routing, agents can efficiently provide high quality,
personalized customer service.
In this era of the "customer economy," the new call center
system is one way Marks & Spencer is progressing its tradition of
world-class customer service.
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