Goal-oriented service management

This paper explores the relationship between aims, objectives, and business (or strategic) goals. In a study in Customer Relationship Management (CRM) we see these ideas as drivers of systems analysis and service management. This paper explores the initiation of a business-to-business relationship between a client wishing to establish a customer help-line, and an outsourced contact centre solution company. The case study has been anonymized to respect client privacy. The study calls for a multi-channel solution (telephony and internet) with print fulfilment, involving data and knowledge management. Operational context This study looks at the outsourcing of a significant portion of a client’s business. The resulting business processes spans a number of enterprises including the client and contact organizations, and a print fulfilment house. They are packaged as services that can be exposed to managers, business partners, or indeed customers. Through business process modelling, these services are identified as tangible assets that can be offered for sale and explicitly managed as web-services. Additionally, the solution supports a high degree of collaboration through which internal processes and data (the stuff of workflow) are exposed to the client. The client is able to reconfigure call-scripts and other operational parameters, supporting a high degree of agility in response to the changing needs of the industry. The client is also able to remotely monitor calls and retrieve operational reports online. Initially, we will identify the different participants who may interact with the system. The Client instigates the development of the system that is to be outsourced. For the purposes of this exercise we consider only the briefing function of the client by which up to date information may be uploaded to the system. The Customer is a member of the public who requires help with one of the products covered by the service. Front-line help is provided by the Contact Centre, in the form of either a Bureau Advisor, for simple brochure requests, or by a Dedicated Advisor, who is part of a team that has received advanced product and customer service training, to help with customer queries. There is a i Contact24 Ltd. Deb Cooper Contact24 Ltd 100 Victoria St, Bristol BS1 6HE. [email protected] Steve Battle Hewlett Packard Laboratories Filton Rd, Bristol, BS34 8QZ. [email protected]