The Questions Related To Products Or Services

Published Date: 02 Nov 2017

1.0 Introduction

Established in the year of 1981, Canada Post Corporation (CPC) offers national postal delivery service for people who live in Canada. It is a Crown enterprise owned by Canada’s government that has more than 6600 post offices and employed over 66000 employees (Hillmer, 2012). The large workflow size classified CPC as the fourth largest employer in the country. The total amount of mails delivered by CPC per year is more than 10 billion pieces. There are 30 million residential or Canadian customers as well as 1 million commercial or business customers use the products and services of CPC. CPC provides a network of 24000 retail points of sales for customers to use their products and services (MacDonald, 2001) .

Before CPC redefined its processes, customers are dissatisfied and disappointed towards the customer service provided by CPC. This is because they have reported the same problem to CPC call center for more than three times but the agents of CPC’s call center provide different information to them. In addition, the previous system of CPC were standalone and unconnected with others information. CPC does not integrate the information of their customers with the call information. This causes CPC employees to encounter difficulties while handling customers’ calls. They find it hard to track the history cases of the customers who are calling in to CPC call center.

2.0 Question 1

Customer relationship management (CRM) system aims to maintain long term relationship with customers. Nowadays, most of the businesses are facing intense competition. Hence, it is vital for them to differentiate from others rivalry by providing an outstanding CRM system as one of their competitive advantages Invalid source specified.. A superb CRM system will increase customer satisfaction and lead to an improvement in customer loyalty. Firms can sustain their customers as well as attracting more new customers with their outstanding CRM system. It also helps them to obtain a positive brand reputation among its customer base. Companies can earn higher profits and this may lead to their future success (Masterson, 2007).

CPC found out that having customer processes and support systems in place will allow them to obtain success in future. They also realized the importance of Internet on their business in today’s technology era. Apart from that, customers are expecting more from CPC. Hence, process redesign is important for the success of CPC as they want to create and add value for customers, employees as well as the company itself. CPC put in efforts to redesign its processes by introducing an enterprise-wide business transformation initiative. They also make use of the technological solutions that are creative and leading-edge. Moreover, CPC’s organization flow processes can be optimized if they redesign their processes. The new system enables the transformation of CPC and integrates the front-end and back-end processes. It gives CPC an opportunity to improve employees’ experiences as well. The integrated information allows frontline employees to better serve customers. The new CRM system assists CPC to better interact with customers because a single view of customer’s activities is provided to the company. It also helps to improve the customer relationship management (CRM) of CPC because they concentrate on customers’ needs with the new CRM system

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Furthermore, the new CRM system of CPC is self-service oriented where customers can assess to the company’s website whenever they want to use the postal service provided by CPC. For example, customers can place orders through the company’s website and track their parcels at any time without the need of calling to CPC call center to follow up their parcels delivery status. It is more easy and convenient to them. At this point, it shows that process redesign is vital for CPC because it can improve customers’ experience and satisfaction towards their products and services.

3.0 Question 2

3.1 Questions related to bills

Update database warehouse

- Update customer profile

- Update customer’s payment history

- Update customer database in CPC accounting department

Call – in (new telephone tools)

Interactive Voice Response (IVR)

- Language

- Different Kind of Services

- Direct to live call agent who are responsible for bills payment

Make payment

- Credit Card

- Debit Card

- Auto Debit

Check & verify information of customer

- Name

- Identification card information

- Credit card information

- Home address

Check amount of payment

Firstly, customers will make a phone call to CPC call center for billing payment at free rate of charge. Once customers call in, they will get response from CPC’s Interactive Voice Response (IVR). IVR will ask customers to choose the language they familiar with by touching the digit number on their phone’s keypad. After that, IVR will provide several options of CPC’s services that are available to customers. For instance like bill checking, placement of orders and so forth. Customers have to choose bill payment options in IVR.

Then, customers will be directed to live call agent who are responsible for billing payment. The call agent will check and verify customer’s information at the first place. Customers are required to provide their names, information of identification card, home address and credit card information. Call agent will verify customers’ information by searching the customer database system in their computers. After the verification process, call agent will inform customers for the total amount of payment. Customers will pay for their bills using several payment methods such as credit card, debit card or auto-debit.

Once the transaction is done, CPC’s employees will update the database warehouse. They will update the personal profile of customers by key in their payment history. In addition, employees will update customer database in CPC’s accounting department to record the transaction of account receivable.

3.2 Question related to moving to other addresses

Inform customer that new address is successfully updated

- Through e-mails, mails or phone call

Make changing of address through Internet (website)

Login to CPC website

- Username

- Password

Update customer database information

- Update customer personal profile information

Edit personal profile of customer

- Confirm & update the new address

Send e-mail to CPC to inform about the address changing

If customers want to make changing of their addresses through Internet, firstly, they need to login to CPC website. Customers are required to provide username and password in order to sign in to their personal account. Then, customers will edit their personal profile by replacing the old address with the new address. After confirming that the information of new address is correct, customers will send an e-mail to inform CPC about their address changing issue.

CPC’s employees will then update the information of customer database. They will update the latest customer personal profile information in their database. Next, CPC’s employees will send an e-mail, mail or make a phone call to customers in order to inform them that their new address changes has been successful updated.

3.3 Questions related to new or different subscriptions

Update database warehouse

- Update customer profile

- Update customer’s payment history

- Update customer database in CPC accounting department

Call – in (new telephone tools)

Interactive Voice Response (IVR)

- Language

- Different Kind of Services

- Direct to live call agent who are responsible for subscriptions services

Make payment

- Credit Card or Debit Card

- Auto Debit

Provide information about CPC’s subscriptions to customers

- Price

- Expiry date of subscription

- Term and condition

Place orders

- Existing customers: Call agent will check and verify customer information

- New customers: Call agent will ask them to provide personal information

In order to purchase new subscription through phone call, firstly, customers will call to CPC call center. Through the implementation of CPC’s Interactive Voice Response (IVR) system, customers will touch the digit number on the keypad of their phones to choose the language. After that, IVR will give various options of CPC’s services that are available to customers. For example like bill checking, placement of orders, subscriptions services and so forth. Customers have to choose subscription services options in IVR. Then, customer’s call will be directed to live call agent who are responsible for subscription services.

Call agent will provide important information about new or different subscription to customers. For instance like the pricing of the new subscription, its expiry date, term and conditions as well as others relevant information. Next, customers will do evaluation that leads to their final purchase decision. After they choose to buy a specific subscription package and agree on its term and condition, existing customers of CPC will need to provide their name, identification card information and home address to call agent for verification purpose. While for CPC new customer, they are required to provide relevant personal information such as name, identification card information, home address, contact number and e-mail address for business warehouse reporting purpose. After that, customers will proceed to make payment using credit card, debit card or auto-debit.

After transaction is done, CPC’s employees will update the personal information of customers by updating their payment history. They will also update the customer database in CPC’s accounting department to record the transaction of sales.

3.4 Questions related to products or services

Enter CPC website to place orders online (website)

Update customer personal information

- Update customer payment history

- Update customer database in CPC’s accounting department

Search information about products or services on CPC website

- Types of products or services available

- Functions of products or services

- Rates and prices

Place orders to e-shopping cart and make payment

- PayPal

- Credit card or debit card

- Auto-debit

Decision making of customer

- evaluate which to buy

Existing customers: Login to CPC website to make purchase

New customers: Sign up a new account and provide personal information

In order to purchase products or services through Internet, firstly, customers will enter CPC website. Then, they will search for information about the products or services on CPC website. For instance like the types and functions of different products or services as well as their rates and prices.

Next, customers will do evaluation that leads to their final purchase decision. In order to place orders online, existing customers of CPC will login to their personal account by providing username and password. While for CPC new customer, they are required to create a new account and provide relevant personal information such as name, identification card information, home address, contact number and e-mail address for business warehouse reporting purpose. After that, customers will place their orders in the e-shopping cart and proceed to make payment using credit card, debit card, PayPal or auto-debit.

After transaction is done, CPC’s employees will update the personal information of customers by updating their payment history. They will also update the customer database in CPC’s accounting department to record the transaction of sales.

3.5 Complaint handling

Make complaint via Internet (website)

Reply e-mail with problem resolution procedures to customers within 24 hours

Login to CPC website

CPC record customer’s case & analyze customer’s specific issue

Write complaint issue in the online feedback form provided by CPC

Submit complaint form to CPC via email

If customers want to make complaint via Internet, they need to login to CPC website at the first place. They will enter into their personal account after providing username and password. Then, customers can write about the issue that they want to complain in the online feedback form provided by CPC. Besides, customers are also required to provide their personal information such as name, e-mail address and contact number in the feedback form. After that, customers will submit the complaint form to CPC via e-mail.

After receiving the complaint form, CPC’s employees will record the case in their business warehouse reporting and start to analyze the details of customer’s specific issue. They will refer to the frequently asked question (FAQs) from the solutions database of CPC to solve customer’s problem. Then, CPC’s employees will reply to customers within 24 hours. Step-to-step problem solutions are also included in the e-mail to assist customers in solving the specific issue faced.

4.0 Question 3

4.1 Voice Response (New Telephone Tools)

CPC has introduced new telephone tools to improve their voice response. CPC has allocated the SAP phone to contact centers. The interactive voice response system is an automated computer system where callers can obtain information from pre-recorded speech by clicking the digit number through telephones Invalid source specified.. With this system, CPC can serve high volume of call-in customers. This may lead to increase of customer satisfaction and customer experience. Moreover, it allows customer and supply agents to use fax, e-mail and voice-back options. This system also helps to reduce CPC’s operating cost because they no need to employ too many call agents. It is used for questions related to bills and new or different subscriptions.

4.2 Business Warehouse Reporting

Business Warehouse is a warehouse of data that is used to analyze sales information and various cases of customers from different angles (Khan, 2005). CPC implements this CRM system to quickly response to customer’s needs and enhance customer satisfaction. It will generate higher profits for CPC as the customer base is wider. This system can be used for all questions related to subscriptions, bills, address changing, products or services and handling of complaint.

4.3 Website

A new CPC website has been launched and it quickly becomes the most visited website in Canada. Website can bring several benefits to CPC such as international market expansion, reduction in printing cost, value-added to customers and improvement of customer satisfaction. This system is used in questions related to address changing, products or services as well as handling of complaint.

4.4 Case Management

Case management aims to increase customer satisfaction and loyalty by linking them to the system of services and integrating elements of the system (Agile, 2009). CPC’s frontline staffs can better serve customers because they can easily access to customer’s history cases through CPC computer database and offer solutions to solve their problem. This CRM system can be used for all questions relating to bills, address changing, subscriptions, products or services as well as complaint handling.

4.5 Order Taking

4.6 Electronic Shipping Tools

CPC’s electronic shipping tools are targeted on customers who have low or medium mailings and shipments. It combines two online tools that are already in place. It allows CPC’s customers to place their orders directly via Internet, either using computer or mobile phones, and create all documents that are related to shipping. This provides convenience to CPC’s customers. This system can be used for questions related to products or services.

4.7 My SAP Retail Online (Internet Sales)

My SAP Retail Online Store is actually the internet sales of CPC. Customers can use it to view and search for CPC’s online access products. These processes are linked back to the back office SAP R/3 system. It gives CPC a single view of customer and it provides customers a single face of CPC. It can use for question related to new or different subscriptions and products or services.

4.8 Internet Services

Internet Services are high availability to CPC’s customers. With the technology enabled by the modules of SAP, customers can manage, track their own parcels, place orders through online and satisfy their postal needs at any time they want. Besides, customers can always refer to frequently asked questions (FAQs) provided by CPC to solve a specific problem. This CRM system can be used for questions related to bills, new or different subscriptions, products or services, address changing as well as submission of a customer’s complaint.