How can we accurately track & analyze customer calls without duplicating efforts?

Client Background

The client operates in an industry with a large customer-service component, and relies heavily on their Customer Service Representatives (CSR). Previously, when a CSR spoke with a customer on the phone, the only record of the discussion was the CSR’s memory, or their hand-written notes. These notes included customer orders, stock level / delivery of product inquiries, quotations on special items, or general inquiries from customers.

Key Challenges

The primary challenge our client encountered with the manual CSR system was that customer follow-up was effectively impossible. If customers called back, they were likely to encounter a different CSR, who had no record of past conversations, purchases, or inquiries. If the customer had previously spoken with a CSR, the customer was often put on hold or called back while the CSR tried to find the answer from the colleague who had spoken with them. This was complicated if the representative was not in that day, or simply could not recall the conversation. This resulted in inefficient and inadequate customer service.

Additionally, with no ability to store the customer’s inquiries, it was impossible for manager’s to analyze the transactions based on customer or product. Oftentimes, clients would call inquiring about particular parts, which were not in stock, and would turn to competitors to fill that order. Client representatives might receive a number of calls over a short period of time regarding that product. This knowledge could have led to introducing that product and filling their orders.