For the past 15 years or so the customer service industry has focused on gathering together rich data about customers and attempting to manage each and every interaction that they have made with the organization using Customer Relationship Management (CRM) systems. In the same time-frame, the need for companies to become more efficient with consistent quality across the sales and service value chain has brought about the rise of Business Process Management (BPM) systems to control and manage interactions that require human intervention.
The Importance of Managing Both the Workforce and the Work
Frost and Sullivan recently reported that, “From trouble ticketing to customer relationship management (CRM) to business process management (BPM), there are systems that help to capture requests for support and manage the process through to closure. These systems and the volume of requests that each can handle, have effectively pushed the bottleneck to workload execution and the people responsible for it. As workload requests from multiple sources pile up, individuals are forced to correlate those diverse requests and prioritize their work efforts. New requests are added to the stack and addressed as time permits.”
Both of CRM and BPM systems have become very effective at managing the WORK that needs to be done and reporting on it. However they both tend to lack the ability to manage WHO actually does the work and by WHEN. To do this, you need to understand the PRESENCE of your workers, meaning who’s actually available to do the work and do they have the right skills, and the CONTEXT, meaning when does the work need to be completed based on the service level that needs to be met. And, this all has to be completed taking into account all of the other work that also needs to be done at any given moment.
Enter Workload Management. To manage the “bottleneck” you need a solution that recognizes the context of each interaction and effectively identifies and locates the best resource with the right skills to complete the task or process. The context to help make these decisions includes:
- The Customer Value – revenue, life time value, likelihood to repurchase and recommend
- The Right Level of Service – meeting SLAs and customer expectations
- The Cost – penalties for missing SLAs, paying overtime etc.
With a Workload Management solution, this information can then be used to proactively distribute the work to the best skilled employee who is available, wherever they are in the organization, based on business rules that can be easily managed by the business.
Going Beyond CRM and BPM
To find out more about Workload Management and to hear how SaskTel used this approach to close more sales effectively, view our webinar replay (including virtual panel discussion) entitled Beyond CRM and BPM – Integrating the Front & Back Office to Prioritize Work & Close Sales.