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Customer Relationship Management Helps Chase Card Services Manage Customer Calls

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  • Pages 2
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    Q1: what function of customer relationship management systems are illustrated in this case?

    Ans: The functions of customer relationship management systems that are illustrated are touch point, which is a method of interaction with the customer such as a telephone, email, customer service desk, conventional mail, website, wireless device or retail store. Another CRM system that is used is an Analytical CRM which includes applications that analyze customer data generated by optional CRM applications to provide info for improving business performance.

    Q2: why is the call center so important for chase card services? How could chases call centers help it improve relationships with customer?

    Ans: The Call center is so important for Chase Card services because it allows customers with inquiries such as reporting a lost card or checking a balance to easily access a chase representative to answer their questions and fix their problems. The Call centers can improve relationships with customers, because there can be a 24/7 automated call center that can assist customers. Customers will feel like they can be helped according to their schedule and not according to regular walk-in banking hours.

    Q3: Describe the problem at chase call centers. What management, organization or technology factors contributed to the problems?

    Ans: The problem was that the company’s record keeping did not give an accurate account of current rates of first-call resolution. Other factors that contributed to the problem was that chase previously tried tracking first call resolution rates by having agents log the content and results of each call they received. The problem with having agents log the content was the amount of time it took to log each piece of information. There was also no uniform way to log the information, the agents logged whatever
    information they were able to get out of their customers.

    Q4: How did using Enkata improve operational performance and decision making? Give examples.

    Ans: The use of Enkata improved operational performance and decision making because, each call was monitored and recorded by the program. Trainers were able to listen to the calls and target problems in customer service and target the most common customer needs. The Enkata program is also used to target the customer’s main reason for calling and tags the call under a topic. When the call is identified under a topic the agent is better able to help the customer and is well prepared because the information about the customer’s topic is displayed for the agent to help.

    Q5: what management, organization or technology factors would have to be considered in implementing the enkata solution?

    Ans: A factor that must be considered in implementing the Enkata solution is the amount of time it will take to load all the old information into the Enkata program. The implementation is the most time consuming part of the process, but once it has been completed the program should work well.

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