Innovative solutions from a single source
The number of channels customers can use to contact companies is constantly growing. Telephone, e-mail and fax have long been joined by websites, mobile apps and Facebook. This increasing digitization of communication poses major challenges for companies and service providers. But it also offers a great number of opportunities to smartly channel customer inquiries, avoid unnecessary calls and maximize value for the customer. An interview with Daniel Welzer, CEO of Arvato CRM Solutions Germany.
Digitization, especially of communication, is a huge challenge for the entire CRM industry. How is Arvato addressing this issue?
In order to be able to support our customers in the best possible way where this issue is concerned, we have reviewed our solution portfolio and expanded it. On the basis of comprehensive relationship management on a standard platform, we are designing customized customer solutions with the aid of individual portfolio components. Our aim in this is to maximize customer value, to analyze and optimize contacts, to provide self-service solutions and, of course, to avoid unnecessary contacts. This means that digitization is not limited to the use of digital communication technologies. We want to completely transform customer relationship management in terms of channels, processes, analysis, integration and organization.
Could you give us an example?
Take eSearch, for instance, an innovative self-service offer that allows Lufthansa to largely prevent media breaks and to significantly lower the number of incoming calls and e-mails. Responsible for this, in the background, is Arvato. We supply the platform, the software and the technology. We also look after the editorial content of the extensive knowledge base, the ongoing optimization of the semantic search, and the analysis of customer behavior.
What’s so special about eSearch?
The offer is available to Lufthansa customers worldwide via the website, a mobile app and Facebook, in a total of seven languages. It is based on semantic search technology that helps the system determine the actual core of the question in order to deliver answers that are as relevant as possible. For example, a Lufthansa customer search for the term “legroom” will deliver suggestions such as “Can I reserve seats near the emergency exits?” or “Where can I find seating plans for the Lufthansa fleet?” Someone searching for “dog” will get information on the carriage of animals, while a search for “horse” will redirect them to Lufthansa Cargo. So the search returns fewer, but more relevant results.
Let’s take a quick look at the future. Where are you going?
We want to put our clients in a position to provide their target groups with a seamless cross-channel customer experience. This involves measures such as the establishment of a real-time capable, analytical platform fed by the most important core channels and processes. A promising approach which we have already pursued with some customers, and with great results. See www.arvato.com for more information.
Published in: VISAVIS, 16.02.2015