Customer satisfaction first of all

The growing number of customers of Dotpay SA required implementation of a system allowing for their efficient servicing. MS Dynamics CRM meets this and several other requirements of the Company.

Dotpay SA offers online electronic payment services. Companies interested in cooperation send inquiries using a form on the website, which are directly imported using webservice. Also questions, comments and complaints from existing customers – companies and end users – are sent by e-mail or notified by phone.

Before the implementation of the CRM system, notices from customers were received at e-mail addresses. Mail boxes were operated by various employees. E-mails were not grouped by cases or type of inquiries, and because there were several hundred of them daily, finding an e-mail was not easy. Replies to e-mail inquiries were sent from the mailing programme and it was only there that the information remained that a particular case had been solved. There was also no central system for relations management, therefore employees could not trace history of cooperation or plan actions on one common platform. Such an organisation did not allow for holistic monitoring of inquiry support by the staff.

System needed straight away

The management of Dotpay SA realized the need for implementation of tools that would deal with the problem. Piotr Owczarek, President of the Board of Eurokoncept, shareholder of Dotpay SA, described the situation as follows: - The growing number of customers required an increase in time necessary for support of the customers acquired. We needed support with serving customers registering in our service. We lacked a tool that would quickly make available complete information about customers and allow for effective use of the time to service them. In the post-sales servicing process, we also experienced problems with access to information. It happened that finding an e-mail from a customer presenting an inquiry took more time than providing the very answer. Because the cases of our customers often require cooperation of many departments (e.g. Commercial, Customer Service, Technical), we looked for a solution that would allow for access to the necessary information about customers at one place, in a short time. This referred to information obtained during customer acquisition and later in the post-sales period.

Therefore, Dotpay needed a system that would facilitate contacts with customers and information flow among the employees and departments at the company. Its task was to gather full history of customer relations: information about phone calls, meetings, e-mails, course of negotiation and interventions notified.

The Company also cared to have the opportunity to use the tool to carry out marketing campaigns, facilitate mass mailing of promotional materials and other communications from Dotpay service.

The new system was principally to improve satisfaction of Dotpay’s customers by ordering and improving sales and complaint handling processes. – Furthermore, it was the Management’s objective to implement a system that would allow for tracking employees’ work, clearing their tasks, that would give the opportunity of assessing the effectiveness of commercial activities and in consequence the possibility of market assessment – explains Piotr Owczarek, in charge of the implementation on the part of Dotpay.

Why MS CRM

Specialists from IT, Commercial and Customer Service Departments of Dotpay SA developed a list of requirements for the new system.

-Microsoft Dynamics CRM functionality corresponded best to our expectations. An additional advantage is the manufacturer’s brand and the fact that other systems used at Dotpay, which integrate with MS CRM come from the same manufacturer - says Piotr Owczarek.

Facts about the implementation

What:

Microsoft Dynamics CRM 2011 in the online version; 39 users.

Where:

Dotpay SA – company creating and supporting state-of-the-art Internet payment systems using bank cards and channels offered by the Polish banks. Dotpay SA’s solutions include: aggregation of payments, card payments, opportunity of payment for goods purchased in the Internet in instalments, support of cash payments for purchases in the web on-line, and with e-transfer. The Company achieves its goals via electronic payment service.

When:
August 2011 – preparation of the project, analysis and modelling,
October 2011 – solution building,
November 2011 – preparation for launch,
December 2011 – production launch.

-In order to perform the implementation, we looked for a Company with experience on the market, confirmed with relevant certificates and references. This requirement was met by Bonair SA, which is an authorized Microsoft partner with the highest partnership status: Gold - adds Owczarek.

No imlementation without training

The implementation lasted from August to December 2011. It started with the workshop of the implementation team, where the system’s functionality was determined. -We had to implement in the system the processes carried out at the Company, integrate it with the Internet platform of the Dotpay service and author applications by Dotpay, partly adjust it to the existing internal system of Dotpay gathering customer data - explains Piotr Owczarek. Meetings and analyses resulted in the system implementation concept document. After its approval by Dotpay, implementation works commenced.

The fact that Bonair is based in Warsaw, and Dotpay in Krakow did not matter. Consecutively developed parts of the solution were presented at remote sessions. At that time, Dotpay presented comments and submitted inquiries.

System handover for use had to be preceded with training. First, for the administrators who learnt e.g. how to allocate rights to users of the MS CRM system. Next, for employees of Dotpay SA: salespersons, staff at the Customer Service Department, Department of Settlements and Administration and managers. Within the training, employees sent notifications by e-mail, and then handled them.

The CRM system was not new to them. However, switching to a different operational mode, new technology and the interface was a significant challenge. Yet we succeeded owing to the determination of Dotpay SA’s Management who strongly supported the entire integration process. As a result, all the staff started using CRM still before the official launch of the system, notified about minor defects and modifications needed. This was also possible after the launch of the system, because Bonair provides post-implementation support.

Working now

MS Dynamics CRM, implemented at Dotpay SA, is available via web browser and in MS Outlook via a special overlay. Owing to this, CRM can be used on mobile equipment, as it is visible in Outlook on the phone, tablet, or laptop.

The system principally operates at the Customer Service Department, supporting the handling of intervention inquiries and the sales process, including customer acquisition. The inquiries are directed to queues, where they are automatically categorised and allocated to appropriate teams of staff. Simple complaints are replied to by employees directly by e-mail.

For complex inquiries, e.g. from many different customers and referring to the same or similar issue, the employee establishes a case in the system, to which all the inquiries are attached. Next, within the case, the employee allocates tasks to other employees. When each of them completes their task, the case owner, namely the person coordinating all activities, can close the case. What is important, by sending one e-mail, he can notify all customers related to the case about the phase of handling the customer’s inquiry. The e-mail will be saved in the file of each addressee. This is a unique solution, available owing to Bonair’s modification of standard CRM.

Acquisition of companies interested in Dotpay’s services occurs as previously, including via form on the website. When a company sends an inquiry, it is directed to the CRM system. The system automatically checks whether such a company is present in the database, and if not, it qualifies the company as prospect customer. Salespersons contact the company, verify its needs, and assess the opportunities for selling the service. The entire process is recorded in the CRM system.

Efficiency matters

The described algorithm is simple, but its implementation required time-consuming programming work. This referred to CRM’s integration with the mail system and configuration of queues.

Benefits from implementation

  • More efficient customer service and improvement in their satisfaction.
  • Quick access to complete information about customers in one place for all stakeholder employees
  • Better information flow among employees and departments at the company.
  • Rendering operation of customer service department and commercial department more systematic.
  • Easy monitoring of customer service department and salespersons.
  • Opportunity of monitoring the effectiveness and profitability of Dotpay SA’s services.
  • Opportunity of carrying out marketing campaigns through mass mailing of promotional materials and other communications from Dotpay service.

Piotr Owczarek
President of the Board of Eurokoncept, shareholder of Dotpay SA

-Microsoft CRM tools allow for supervision of Staff activities, including determination of the number of tasks performed by them and estimation of labour for the benefit of the customers as compared to the results of services rendered to them. They also provide quick access for the staff to complete information about the customer in one place. This allows for effective use of time for rendering services to the customer.

-The queuing mechanism is available as a standard in MS Dynamics CRM, but queues had to be configured according to Dotpay SA’s needs. Queues are a reflection of various e-mail addresses. Mail boxes to which e-mails get are located at Dotpay’s mail server. It was necessary to apply an additional module – e-mail router – which captures the e-mails and places them in queues in the CRM system. Capturing and queuing of e-mails occurs in real time. Because Dotpay SA receives several hundred e-mails daily and distributes it to 40 queues, including 7 main queues, the solution must be very efficient.

Goal achieved

-Within the implementation of Microsoft Dynamics CRM, sales processes were optimized, which supports company functioning by facilitating commercial decision-making - summarizes Piotr Owczarek. -Developed work flow systems were introduced, as well as notification system about the tasks allocated. Microsoft CRM tools allow for supervising activities of the staff, including determination of the number of tasks executed by them, as well as estimation of labour effort for the benefit of customers as compared to the results of services rendered to them. For this purpose, CRM system prepares sets of reports.

Data in the Executive Reports are presented in charts, as well as in the form of transparent, colourful diagrams. Gene- ration of such reports requires the Staff to input additional data to CRM, but this pays back. Owing to them, the Management can see what is going on at the Company: what is the workload of the employees, which products are the most time-consuming, and thus – how much they cost the Company.

-MS CRM allows for post-sales support and full care over the customer of Dotpay.pl service by queuing inquiries from collective e-mail addresses, recording history of measures taken for the benefit of the customer, and recording information about the customer. Also, the data from the previous system have been migrated, and customer list has been ordered - lists Piotr Owczarek.

The most important goal has been thus achieved, as Dotpay can now take better care of their customers owing to the easily accessible, complete information about them.

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