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Case Studies : EPSON

Situation: EPSON wanted to build competitive advantage through first-rate customer service and sought a multi-channel customer communication system to facilitate this service.

Solution: EPSON deployed Talisma's Multi-Channel Customer Interaction Management (CIM) Suite as it provided unified view of all customer interactions and provided integrated email and chat channels for superior online service.


Managing the Communication Needs of Customers
Service has been a key differentiator in the market for some time now, any business needs to balance this with the costs associated with delivering high quality service. "We looked at what our competitors were doing and what our own targets were and decided to go a step further," said Ian Bodsworth, Operations Manager, EPSON Customer Inter@ction Centre. "We wanted to create a multi-channel communication facility that would enable us to better interact with our customers."

EPSON stipulated several prerequisites that were essential to the success of its multi-channel communication solution, such as;
• An easy to use system, which was customer and agent friendly
• Complete histories of all previous customer interactions to facilitate personal and accurate customer service
• Integrated email and chat facilities for enhanced online service
• A future proof solution, which could be rolled out to additional countries, or provide new services or channels as and when required
• The ability to consolidate its existing knowledge databases and host the solution on a single system in it’s central data centre


How to talk to everyone?
"We reviewed a wide range of multi-channel Customer Relationship Management (CRM) applications. We choose Talisma as they were able to demonstrate how we could improve customer satisfaction and retention while increasing revenues and agent productivity by using the Talisma Customer Interaction Management (CIM) driven chat and e-mail solution," said Bodsworth.

A three-month hosted trial started for e-mail handling only. Implementation took Talisma’s professional services team just three days and training was complete within a matter of hours. Once the system was live, EPSON questioned 200 customers regarding its effectiveness - the result was overwhelmingly positive.


Hallo, Hola, Hello, Hej
The success of the trial quickly led to a full multi-channel solution being deployed to service customers in the UK. The solution combined both chat and e-mail in one easy-to-use system. EPSON continued to be impressed by the system and in 2003 decided to expand the solution to support Germany. The Nordic Region was then added in 2004 and Spain in 2005. Talisma extended the existing system by adding functionality such as language modules to allow agents to communicate with customers from a wide range of countries.

Using the Talisma CIM solution, every EPSON European contact centre can now see the entire interaction history of each customer via the system’s unified view, allowing customers to receive a personalised and informed service. By leveraging the chat functionality of the system, agents can push users to any page on EPSON’s e-Service website. If the customer needs additional information, agents can initiate a co-browsing session, guiding the customer to the required information in real time. By saving the customer the trouble of typing in the web address or searching for the right page, EPSON can reduce the time spent on each enquiry and avoid the customer having to make repeat visits to the site.


Managing the Communication Needs of Customers
Service has been a key differentiator in the market for some time now, any business needs to balance this with the costs associated with delivering high quality service. "We looked at what our competitors were doing and what our own targets were and decided to go a step further," said Ian Bodsworth, Operations Manager, EPSON Customer Inter@ction Centre. "We wanted to create a multi-channel communication facility that would enable us to better interact with our customers."

EPSON stipulated several prerequisites that were essential to the success of its multi-channel communication solution, such as;
• An easy to use system, which was customer and agent friendly.
• Complete histories of all previous customer interactions to facilitate personal and accurate customer service.
• Integrated email and chat facilities for enhanced online service.
• A future proof solution, which could be rolled out to additional countries, or provide new services or channels as and when required.
• The ability to consolidate its existing knowledge databases and host the solution on a single system in it’s central data centre.


Measuring success
Using Talisma’s cross channel reporting solution EPSON can set and monitor internal Service Level Agreements (SLA). This ensures customer service is maintained at the highest industry standards throughout Europe. Furthermore, by analysing the information logged about the different types of enquiries being made, Epson can understand the issues their customers are facing and if required make amendments to the information supplied to customers via the web or in manuals etc, to prevent the problem occurring for future customers.


A Quick Return On Investment
EPSON’s online enquiry service based on Talisma’s Multi-channel CIM solution has been a dramatic 1,125 per cent increase in online enquiries rising from 12,000 in 2000 to 135,000 in 2005.

The success of the online service is a result of the improved accessibility of information and the speed of enquiry resolution over traditional channels, such as telephone and post. Customers can easily share diagnostic information with support staff via chat, enabling them to pinpoint and resolve issues more quickly and accurately, often in one chat session. Online customer contact is then followed automatically with an e-mail containing the transcript of the session, allowing customers to refer to the support (and the links to the web pages pushed to them) at their convenience.

As a result, EPSON has been able to boost customer service efficiency by 30 per cent, even with the dramatic increase in demand, and reduce the cost of dealing with each enquiry by 38 per cent. Not only can agents now answer questions accurately in one chat session, but the new system has also allowed them to be more productive, often handling three chat sessions at the same time.

Commenting on these results, Craig Gordon, European Managing Director at Talisma said: "The implementation of real time customer service is essential. Industry leading customer service can only be achieved through the deployment of the correct technology, processes and people. EPSON is a prime example of what is achievable when this ideology is followed."


It’s Good To Talk
EPSON is now planning to roll out the solution to additional European countries including France and Italy, and provide additional staff access to interactive service.

"Since the implementation we have seen an increase in customer retention allowing us to consolidate market share and target new customers. Talisma has extended our online service and is now at the heart of our overall customer relationship management strategy. We feel we better understand our customers and can respond to their needs instantly allowing us to set new standards of customer service in the industry. We actively contribute to pushing the boundaries of the product development and many of our requested changes are now available in the latest release for all customers to benefit from."


Results: With Talisma Multi-Channel CIM solution, EPSON quickly realised the following improvements:
• 30% increase in efficiency
• 38% reduction in cost of handling enquiries
• Overwhelming positive feedback on the new system and dramatic increase of 1125% in online enquiries


About Talisma Corporation:
Company LogonGenera Customer Interaction Management is the global leader in next generation customer experience solutions. Customers report increased customer satisfaction and measurable cost savings within six months of deployment. With 250% customer growth over three years, more companies trust their customer experiences to nGenera Customer Interaction Management. Customers include Canon, Dell, eBay, Epson, Ford, Microsoft, P&O, Scottrade, Sharp, Siemens, Sky Bet, Sony, and Sprint.Company Profile Page

About EPSON:
Company LogoWith over 85,000 employees in 116 companies around the world, EPSON is a global provider of imaging products including printers, projectors and LCDs. EPSON is dedicated to the vision and expectations of customers worldwide with products known for their quality, functionality, compactness and energy efficiency.
Company LinkedIn   Company Profile Page

Today's Tip of the Day - Service Standards

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Published: Thursday, September 20, 2007

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