com
A Steria capability overview
Customer centric transformation for
next generation customer service
Solutions and services for improving customer focus
and satisfaction across channels
02 | Customer centric transformation for next generation customer service
www.steria.com
Did you know...
Steria has more than 20 years experience in delivering customer centric management
(CCM) solutions
We have a network of more than 600 consultants dedicated to CCM
Our customer-centric mobile applications and multi-channel consultancy services are
delivered to clients in a wide range of sectors, including retail, banking, telecoms
and museums
We partner with specialist technology and CCM product vendors, including Genesys,
Oracle, SAP and Pegasystems
Our customer-facing business process services include judgement-based customer response
solutions with rapid, personalised, relevant and secure customer communications across
mail, email, web and chat channels
Our solutions support the execution of diverse customer strategies, whether they are to
gain stronger customer insight, improve the customer experience or engender customer
satisfaction and loyalty or all three
As a leading systems integrator we can integrate new customer experience technologies
and tools with our clients existing technology infrastructures
Steria has helped us transform our current telephony estate
from a legacy platform to a market-leading capability. As a
result we will have provided the basis for a much more agile
and exible solution going forward.
Stuart Roberts, Head of Shared Service Centre, The Co-operative Bank
Customer centric transformation for next generation customer service | 03
www.steria.com
Customers have changed. No longer content
with putting up with bad service or shoddy
products, todays consumers have higher
expectations and more information at
their ngertips than ever before. Theyre
transacting in new ways; via the internet
or television, on their mobile devices, or
in kiosks. However, they still want to use
traditional stores and telephony options too.
Customers are also demanding to be served
and contacted in social media environments.
And if they have a poor experience of a
particular brand or product, they dont just
switch to another provider, they use social
media to make sure their friends, colleagues
and family know all about it.
In this consumer-driven landscape, customer
focus is a strategic imperative. Companies
across the globe are striving to actively
embrace customer centricity. Theyre seeking
to increase customer satisfaction and loyalty
by focusing on understanding customers
needs and preferences to reduce customer
churn. At the same time theyre seeking
to grow their businesses in a challenging
environment.
What new customer-centric technologies
can they adopt to help them capture and
analyse customer behavioural data, customer
knowledge and web reviews? Can they use
social media to improve loyalty? Are their
employees enthused about delivering great
service? How can they integrate channels
to achieve a consistent customer experience
across all touch points?
Customer-centric services
Steria can help you nd the right answers.
Were using our process expertise and
technology excellence to help our clients
understand the implications of being a
customer-centric organisation on their
customer offer and the underpinning
technology. We can help you to:
Understand your customers: providing a
clear idea of who your customers are and
what they want
Improve the customer experience:
planning and delivering the customer
journey around their needs and identifying
the services required to ensure they
achieve their purpose, through and across
the channels of their choice
Ensure customer satisfaction: achieved
through effective performance and
satisfaction measurement, loyalty
programmes and improved product and
service recommendations.
Extending your market share
Getting these three pillars of your customer
centric management right will enable you
to acquire new customers and extend your
market share.
We can help you achieve this with a diverse
range of services, from customer-centric
strategy development and data management
solutions, to making the business case and
implementing silo-busting systems. We will
equip you to overcome the challenges of
interoperability and data quality between
customer, channel and back ofce systems.
But thats not all. Every day our clients trust
us to help them transform and operate their
business and IT functions. Isnt it time you took
a closer look at Steria?
Putting the customer at the heart of
everything you do
Understanding your customers values and adopting the right culture,
technology and skills are critical to success.
Did you know Steria implemented a
customised system to help French telecoms
business Orange improve service levels and
increase customer loyalty by proactively
offering products and services specically
adapted to each customer prole.
5
04 | Customer centric transformation for next generation customer service
www.steria.com
Understand your customers
Your customers want top quality products
and transparency in service performance.
They complain much more than ever before
and punish poor service. But how do you
really know what they want? How do you
move from being an organisation pushing
the products or services you want to sell
(an inside-out model), to one that is aligned
with the goals of your customers (an
outside-in model)?
What is their purpose?
In the past, customer relationship
management (CRM) solutions were built
on the inside-out model. They gave you
information on what your customers bought
from you, but not what their ultimate purpose
was. For example, someone completing a
mortgage will engage at a practical level in
the transactional mortgage element, but they
also have an emotional response because their
purpose is to move into their new home.
By fully understanding the customer purpose,
you can plan processes around their needs.
You can work from a single view embracing
every interaction each customer has with
your business. While the technology you
use to achieve this is similar to the earlier
CRM solutions, it has moved on. It is also
about how you use this technology and
interpret data to support the customer-centric
organisation, identify your most valuable
customers and assess the potential for credit
risk and fraud.
Strategies for success
Steria can work with you in this new
customer-centric environment, helping you
to dene your target operating model and
appropriate system requirements. Services
designed to help you understand your
customers better include:
Customer/product business intelligence
analytics: using our Data Discovery
Dashboard, Business Intelligence Maturity
Model (BiMM) and Business Intelligence
Maturity Audit (BiMA) to provide you with
insight and assurance that your customer
data is of the best quality
Data quality service: ensuring the
information you rely on to transact with,
market to and make decisions about your
customers is accurate and timely
Single view of customer: whether B2C or
B2B, you need the best tools, processes
and data working together to give your
teams the sharpest possible focus on
customer needs
Software evaluation and selection:
providing the best possible return from your
investment in customer-centric strategies
and toolsets
Strategic alliances with SAP, Oracle
and Genesys: ensuring you get the
right solution for your specic customer-
centric strategy.
You will benet from accurate, reliable and
timely customer information. The result?
Improved customer service leading to
increased customer satisfaction, retention and
new business.
Are you really meeting your customers needs, or simply offering
them the products and services you think they need?
Did you know Steria built a new
customer view repository for nancial
services group Socit Gnrale containing
data on 10 million retail banking
customers as part of a programme to
improve CRM processes.
Customer centric transformation for next generation customer service | 05
www.steria.com
Todays customers are looking for consistent
interactions as well as greater customisation
and preference recognition. They also expect
24/7 cross-channel capability. In short, they
want a great customer experience. However, in
a multi-channel business, this isnt always easy
to achieve.
Complicated organisational structures
and even cultural differences between
operating channels can stand in the way of
a seamless customer experience at every
touch point. Organisations looking to deliver
customer journeys aligned with the customer
purpose have to revisit their processes.
They must break down operational silos,
heighten employee engagement and ensure
transparent customer interactions.
Tools and technology making it possible for
customers to swap channels mid-journey are
vital. Many customers also now prefer a self-
service channel as long as it is built with their
usage in mind, rather than simply being a cost
cutting exercise on the suppliers part.
Next generation customer experience
Steria can help you gain a clear picture of your
customer experience and identify opportunities
for improvement. Our customer experience
solutions include:
Customer-centric operating model and
process design: building your business
and technical operating model around the
needs of your customers
Cross channel access mechanisms:
designed to allow customers to experience
your products and services both in and
across the channels of their choice, with no
barriers to completion. We specialise in the
back ofce channel integration and joined
up data sources
Channel goal and process design:
ensuring each channel is appropriate
to the services offered and aligning the
outcome goals of the customer with those
of the organisation
Contact centre solutions: offering new or
replacement contact centre management
solution advice, development or
implementation and guidance on tools and
equipment, such as telephony, web and
mobile integration
Implementation of self service solutions:
aligning the cost goals of the organisation
with the ease and speed-of-use goals of
the customers
Development of mobile and
multichannel business solutions:
our own in-house Agile Development
capability supports rapid development
of apps, payments and user interfaces
across digital channels using the latest
in HTML5 and device-based technology.
We combine our strength in systems
integration with our business
consulting and IT solution expertise.
This allows us to truly understand
your end-to-end customer strategy and
support your complete process, IT, strategy
and cultural transformation.
Are you equipped to transform your customer service from a necessary
function for resolving problems to a value-generating service that is a
strategic differentiator in the market?
Improve the customer experience
Did you know Steria worked with the
Tate network of UK museums to improve
the customer experience. How? With the
design and implementation of a mobile
application for purchasing goods from
Tates online store. This also created a
new revenue stream for the Tate with
downloads of the application around the
world. Steria was so easy to deal with
compared to other solution providers
the delivery of the project was awless,
says Robert Read, Operations Director,
Tate Galleries.