local.ch, the number 1 among directories in Switzerland, has chosen BSI CRM to support its customer service. The rollout will take place in three stages and includes the 360° customer view, customer service and sales management.
The popularity of local.ch is significantly driven by the easy finding of addresses, phone numbers and extensive company information. With more than four million Web accesses and three million mobile app downloads, local.ch is among the three most frequently used Swiss portals. Nevertheless, analog searches are not yet fully passé. The telephone book remains very popular with around 70 percent of the population.
The mission of local.ch is to connection vendors and customers together easily, quickly and with great accuracy. In order for local.ch to also serve its own customers and partners more easily, faster and with greater accuracy, the customer has chosen to deploy BSI CRM. “The new 360° customer view provides us with a good basis for improvement of our service and sales processes. Cross-selling will take place in the future uniformly and individually matched to the customer through guided processes and a holistic view across all touchpoints. We are particularly pleased that the sales process can now be similarly controlled for all employees, from the service center to the field sales team," explained Rolf Baumann, Head of Marketing and Member of the Executive Committee at local.ch.
“We anticipate gains in efficiency and productivity”
The first project consists of creating a 360° customer view. Towards this end, customer data is compiled from various systems and merged into a single holistic view. “The 360° customer view is valuable to us. It provides us with an overview of the customer across sales and service channels. As a result, we expect considerable gains in efficiency and productivity along with improved customer service,” according to Reto Erni, Customer & Service Center Head and a member of upper management. The holistic view will also contribute to improving sales. An initial reference project in the customer service center demonstrates the effect of the 360° view in relation to campaign management: “In addition to excellent customer consultation, in the future, customer service staff will also be able to optimally advise their customers in terms of potential additional sales. Sales growth in harmony with all service and sales channels is something we view as a major opportunity with the introduction of BSI CRM," stated Reto Erni.
Central customer management
In further steps, the inbound processes in customer services and complaint management will be poured into the software. Staff will be guided through the processes with a single interface. Third-party systems and knowledge databases are integrated into this interface so that service staff and sales personnel do not lose any time. “The great advantage of this is that the customer receives the right information quickly. Employees feel certain and can concentrate on their customers. The company profits from short training times, accurate reporting and is quickly recognizing the optimization potential,” stated Reto Erni. A further benefit is represented by the enriching of marketing date and the improvement of data quality with local customer management (LCM) – which is the name of the project.
“We can now also assign roles. The agents will experience a major gain in efficiency, because once the customer has been successfully identified, they will immediately receive a complete overview of all customer activities and correspondence. The goal is to depict 90 percent of all business cases in the LCM,” according to Reto Erni.
Sales management tool
The third step of the CRM introduction is dedicated to sales management. "The aim is improved lead processing and seamless sales planning and management, which will enable us to provide customer consultation across all sales channel," stated Reto Erni. In the future, suitable sales campaigns can be conducted for each respective sales channel. Customers will be segmented for individual customer service. “With the introduction of CRM, we will be able to focus on customer-oriented lifecycle management. This means that we are developing an integrated customer service process – from the lead to contract end – which will be documented in the CRM. This also includes a mood barometer, complaint management and market campaign management,” concluded Reto Erni.
The popularity of local.ch is significantly driven by the easy finding of addresses, phone numbers and extensive company information. With more than four million Web accesses and three million mobile app downloads, local.ch is among the three most frequently used Swiss portals. Nevertheless, analog searches are not yet fully passé. The telephone book remains very popular with around 70 percent of the population.
The mission of local.ch is to connection vendors and customers together easily, quickly and with great accuracy. In order for local.ch to also serve its own customers and partners more easily, faster and with greater accuracy, the customer has chosen to deploy BSI CRM. “The new 360° customer view provides us with a good basis for improvement of our service and sales processes. Cross-selling will take place in the future uniformly and individually matched to the customer through guided processes and a holistic view across all touchpoints. We are particularly pleased that the sales process can now be similarly controlled for all employees, from the service center to the field sales team," explained Rolf Baumann, Head of Marketing and Member of the Executive Committee at local.ch.
“We anticipate gains in efficiency and productivity”
The first project consists of creating a 360° customer view. Towards this end, customer data is compiled from various systems and merged into a single holistic view. “The 360° customer view is valuable to us. It provides us with an overview of the customer across sales and service channels. As a result, we expect considerable gains in efficiency and productivity along with improved customer service,” according to Reto Erni, Customer & Service Center Head and a member of upper management. The holistic view will also contribute to improving sales. An initial reference project in the customer service center demonstrates the effect of the 360° view in relation to campaign management: “In addition to excellent customer consultation, in the future, customer service staff will also be able to optimally advise their customers in terms of potential additional sales. Sales growth in harmony with all service and sales channels is something we view as a major opportunity with the introduction of BSI CRM," stated Reto Erni.
Central customer management
In further steps, the inbound processes in customer services and complaint management will be poured into the software. Staff will be guided through the processes with a single interface. Third-party systems and knowledge databases are integrated into this interface so that service staff and sales personnel do not lose any time. “The great advantage of this is that the customer receives the right information quickly. Employees feel certain and can concentrate on their customers. The company profits from short training times, accurate reporting and is quickly recognizing the optimization potential,” stated Reto Erni. A further benefit is represented by the enriching of marketing date and the improvement of data quality with local customer management (LCM) – which is the name of the project.
“We can now also assign roles. The agents will experience a major gain in efficiency, because once the customer has been successfully identified, they will immediately receive a complete overview of all customer activities and correspondence. The goal is to depict 90 percent of all business cases in the LCM,” according to Reto Erni.
Sales management tool
The third step of the CRM introduction is dedicated to sales management. "The aim is improved lead processing and seamless sales planning and management, which will enable us to provide customer consultation across all sales channel," stated Reto Erni. In the future, suitable sales campaigns can be conducted for each respective sales channel. Customers will be segmented for individual customer service. “With the introduction of CRM, we will be able to focus on customer-oriented lifecycle management. This means that we are developing an integrated customer service process – from the lead to contract end – which will be documented in the CRM. This also includes a mood barometer, complaint management and market campaign management,” concluded Reto Erni.
