Process Redesign So Important For Cpcs Success

Published Date: 02 Nov 2017

Introduction

Canada Post Corp. (CPC) is a Canadian Crown enterprise which operates national postal services in Canada. It is the fourth largest company in the country that consists of 66000 employees. It has huge number of customer which includes 30 million local clients, 1 million business clients, delivers more than 10 billion of letters every year, and has a long term relationship with more than 24000 retail sales points.

The main customer issues includes customer nowadays are having higher expectation towards the postal services and they are more computerized where they start to make purchase, payment or do business through the Internet. In addition, customers are very disappointed with the customer services of CPC where customers could make many calls on the same problem and get different response from customer services department. Moreover, in the past, the former systems are independent and they did not record the customer’s history cases.

1. The process redesign so important for CPC’s success.

Customer is always important for a company. CPC is a fourth largest company within the country, they serve huge number of client every year, and therefore they need to maintain their good image in customer mind. Hence, they decide to redesign their system to improve their services. If they did not redesign the process, they might loss huge number of customers that cause them loss their profit.

Besides, CPC decide to implement new services on Internet because nowadays, customers are more likely to do their transaction through the Internet. This helps them to save up queue time, transport fee and convenient for them to settled their transaction anytime, anywhere. In addition, after redesign the process, it helps company to increase customer satisfaction compare to last time where customers more satisfy with the system of Information Technology compare to traditional method.

2. The way CPC redefined its processes.

i. Questions related to bills

When customer facing a problem of their telephone bills, they try to call up to customer service hotline for more information. When they called up, the voice response will automatically answer the call and the system will instruct the customer to get to the related department to solve their problems. When the call link to the related department, the particular operator will start communicate and listen to the customer’s problem. Next, they will solve the problem of the customer as efficient as possible. After the problem solved, service department will ask the service feedback from the customer. Lastly, they will make record in customer database as a proof and improve the service if did not satisfy the customer needs.

ii. Questions related to moving to other addresses

Some customer will move to new house and need to change the address in order to receive their mail. Customer would need to use website to change their personal information or go to the counter personally. To save their time, customers prefer to do it through the website. Customer need to sign in to their own account by email or user name in order to change the information. After that, customer can access to their data and change the information if needed. The data will change once the customer click save button. At the same time, customer service department will send a private email to the particular customer’s email to make sure the changed of the information. If confirmed, customer service department will update the customer’s data, if not confirmed, customer service department will ask the owner to change the password to prevent hacker access to the customer account.

iii. Questions related to new/different subscriptions

Customer might want to make new subscription to fulfill their needs in their life. For convenience of customers, some company will set post office as part of their sales agent. Therefore, customer can call to post office to make new subscription. By calling to the company, normally voice response system will lead customer automatically to the related department to help them. After that, operator will start communicate with the customer and explain about the new subscription to the customer. Next, if customers decide to make new subscription, operator will ask certain personal information to make sure before send it to the related company. The call will be recorded by the company as a proof of make new subscription.

iv. Questions related to products or services

Customer will addict to some products when they read from advertisements. Advertisement does not provide more information of the products/services. Therefore, they will search more detail information of the particular products/ services through the company website. Customer are allows to purchase products/services online through online shipping tools. Customer can select the particular products/services if interested. After confirmation, customer has to fill up personal information and choose the payment method to make payment. After that, a copy of receipt will be sent to customer’s email for confirmation. Lastly, products/services will be delivered by courier to customer’s address within promised date.

v. Complaint handling

Customer is most important party for the company. If company cannot reach customer satisfaction, customers will complaint until reach their satisfaction. When customers want to complaint, they always use telephone tools. By calling, voice response system will automatically answer and instruct customer to reach customer service department. Operator will listen to the customer complaint and explain the problem and guide them the solution if needed. Next, after problem solved, customer service department will ask for the feedback and rate them. The whole conversation will be recorded perfectly to help to improve their products/services to reach customer satisfaction.

3. CRM systems that are in place at CPC

i. Telephone tools

It is a device that used by customer to communicate, make purchase, complaint, payment, get information and others. When customers call to a company, the voice response system will automatically answer their call and guide them the step to get into related department to solve their problem. In CPC, they used telephone tools in billing, make new subscriptions, and handle complaint. Customers are allowed to call to the customer service department to settle their problem.

ii. Business warehouse reporting

It is a system storage that combined all the databases and management tools in the company in order to support the decision making. It can help company to analyse, interpret purpose by having customer databases. In CPC, they use this system to analyse customer databases before they target their products on the particular customers. When customers update their information, those data will automatically store in this system. Therefore, by according to the databases in the warehouse, company can target their relevant products to their customers easily.

iii. MySAP Retail Online

It is a system that allows customers to access products and services through online. Customers allow to purchase the products and services in the company website. In CPC, they use MySAP Retail Online that provides services such as mailing and shipping supplies. Besides, products such as postage stamps are also selling through this system.

iv. Website

It is an internet services that combined of variety of web pages. In CPC, they use website to provide company information, products/services, customer service and others for their customer to access. When customers click into the links, they can search information or do transaction in the website and this is convenience for the customer to settle their problems.

v. Electronic shipping tools

It is also known as EST Online, it used by customer to do shipping and mailing process through online in company website. EST is using in many ways to deliver customer mail and helps to ship worldwide. In CPC, they allow customers to choose the mail they wanted to send and goods they wanted to ship. All this can be done through the internet so that it is convenience for customer to use this system rather than they go to the post office.

vi. Case Management

It is an application that used to handle, manage, and solve a complicated problem that occurs in the company. This system might help the company to enhance the processing efficiency and support the communication flow among the organization. In CPC, they use case management to handle their customer complaint. When customers complaint about an issue, customer services department will save the record in database, therefore, when next customer complaint at the same issues, they will use the same strategy and solution to solve the issues.

vii. Order Taking

It is a system that exist to enhance company sales productivity and reduce the order cycle time in a company. It also provides customer’s up-to-date data, cost of the latest products, promotion plan, and sales order status. In CPC, customers are allowed to make order taking, payment in the CPC website. The products that customer ordered will be deliver through courier services to the customer address within a promised date.

viii. Internet Services

It is an application that provides the detail of customer transaction that includes all the orders, inquiries, complaints and others with delivery supervisor and customer service department agents. Besides, it allow customer to access through self-service query resolution at comprehensive solution databases. In CPC, customer are allowed to access to the CPC website to search and know about the company services or products. IT department will update the latest information and products to the website for customer to make purchase online. By using this service, it is a win-win situation where benefit both company and customers.