References
Review of the organization of the B2C and B2B customer relations center (sales, loyalty & after-sales)*.
Review of the organization of the customer relations center, operational processes and skills of the teams in place as part of the development of the activities of a European rail operator.
Mission
- As part of the evolution of its rail offering model, this European rail operator, which was created from agreements between different railway networks, is looking to review the positioning of its Customer Relations Center (CRC).
- This CRC handles both individual and corporate customers (under contract) across the entire sales perimeter: ticket sales and after-sales, loyalty program management, corporate contract support.
- This CRC works in 4 languages (French, English, German and Dutch) and on all contact channels (inbound and outbound): telephone, e-mail, chat and social networks.
- Faced with problems of service quality and dissatisfaction, this rail operator wanted to review the organization of its CRC, its operational processes and the skills of the teams in place, in order to support the leap in supply over the next 3 years.
Approach
- Review of business development objectives (leapfrogging): formalization of ambition levels, modeling of the impact of business development on the CRC.
- Critical analysis of operating methods: review of the existing situation (particularly in terms of the Customer Relations Center), evaluation of quantitative and qualitative performance, benchmarking with similar sectors.
- Suggestions for improvement :
- Development of a step-by-step development target for the operator’s “business model”.
- Analysis of impact on organization, HR and information systems.
- Suggestions for the evolution of B2C and B2B customer relations (relational principles, CRC organization, evolution of operational processes, information systems, etc.).
- Formalization of short and medium-term development action plans.
Results
- Realigning CRC’s role within the rail operator’s extended business model: evolution of the loyalty program, new services, new market segments, B2C and B2B sharing…
- 3-year sizing of CRC teams, including quality management and multilingualism.
- Adaptation of the organization according to different operational criteria: language skills | interaction channels | contact time slots | contact typology (frequency, complexity…) | resolution rate | …
* this project was led by one of our Partners before joining Antheus
