Onyx CRM at Work in the Symetra Contact Center

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Onyx CRM at Work in the Symetra Contact Center
Mike Konesky Onyx Software, Group Consulting
Manager Susan Davis Symetra Financial, Assistant
Vice President, Sales Center
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Agenda

• 1000 AM Onyx Overview
• Mike Konesky, Group Consulting Manager, Onyx
  Software
• 1005 AM Symetra Case Study
• Susan Davis, Assistant Vice President, Sales
  Center
• 1045 AM Summary
• Mike Konesky, Group Consulting Manager, Onyx
  Software
• 1045 AM QA

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Company Profile
Company Profile
Founded in 1994
IPO 1999
Nearly 1000 Customers in 50 industries

• Global Presence
• Operations in over 20 countries
• Products localized into 10 languages

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Onyx A Decade of CRM Success

• What gets us excited?
• Focus on customer satisfaction, faster, more cost
  effective CRM with broader deployment, and
  technology leadership
• Were the CRM company people love to do business
  with
• 91 of customers would purchase Onyx again vs.
  50 for Siebel and 68 for all other CRM vendors1
• Global operations with 1,000 customers spanning
  50 industries

"So far, I've found that, for a 120- to 250-user
installation, which is a typical midsized
business project, Siebel costs 16,000 to 25,000
per user for hardware, software and services. In
comparison, Onyx is about 4,300 per user.2
1 - Peerstone Research, January 2003 2 Wendy
Close, Gartner, as quoted in SearchCRM, June 4,
2003
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Onyx Contact Center Clients

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Onyx CRM in the Contact Center
Onyx Business Processes
Customer
Agent
Voice

• Case management
• Customer history
• Intelligent call scripting
• Workflow
• Cross-sell / Up-sell
• Access information with 3 screens 2 clicks
• Improved data collection
• Knowledgebase
• Simplified staff training
• Escalation
• Email management
• Customer surveys
• Inbound and outbound
• Batch updates

Outbound Dialer
IR
E-mail
Web
Fax
High value, most expensive channel
Low value, cost effective channel
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Agenda

• 1000 AM Onyx Overview
• Mike Konesky, Group Consulting Manager, Onyx
  Software
• 1005 AM Symetra Case Study
• Susan Davis, Assistant Vice President, Sales
  Center
• 1045 AM Summary
• Mike Konesky, Group Consulting Manager, Onyx
  Software
• 1045 AM QA

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Symetra (former SAFECO LI)

• Top 50 Life Insurance company
• We sell products through independent insurance
  agents and financial advisors
• Inside sales teams work with outside sales teams
  to work territories
• Call center is front line for customer support,
  lead generation

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Call Center Profile

• 11 inbound agents
• 20 outbound agents
• CentreVu Call Management System
• Hunt group
• Find skill sets
• Nice System recording technology
• Onyx CRM desktop

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Why We Needed CRM

• Building relationships wins businessyet . . .
• Call center, sales teams, marketing all
  functioned independently
• Solution Distributor Relationship Management
• Unify information assets
• Streamline processes
• Strategically Gain a universal view of business
• Tactically Have call center handle more
  cross-selling and lead qualification

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CRMs Value in the Call Center

• Ton of efficiencies
• Automates workflows
• Automates quote generation
• Automates literature fulfillment
• Facilitates handing off tasks
• Mechanism for lead capture, sharing, tracking
• Better teamwork
• 360 degree view of the business
• Drives sales

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Inbound Operations

• Before one and done
• New agent focus spot, probe, pitch
• Communicate with inside sales
• Process
• Identify customers by tier
• Adjust service levels
• Set up sales opportunity tracking
• Generate tasks quotes, literature
• Edit customer profiles
• Current efforts
• Surveys
• Scripting

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Outbound Operations

• Before blind calling
• Now
• List management to target best contacts
• Simple lookup of customer data
• Task management for follow-up
• Goal 50 dials, 20 live contacts
• Performance management tools
• Comparison of number of contacts, outbound dials

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Business Results

• Solved the problems we intended to solve
• All our information assets are centralized
• All organizations access and share data
• Automated lead capture, sharing, and tracking
• Powered handoffs
• Also capturing metrics around customer
  expectations
• Exceeding 80/20 service standards
• Less than 2 abandoned call rate
• Bonus
• Created online tool for frequently requested
  quotes
• Reduced agents by 25
• Realigned literature fulfillment process
• Reduced admin staff by 25

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From Half Circle to Full Circle

• Information in CRM Bringing in the field via
  Blackberry
• Increased productivity and responsiveness
• Literature fulfillment ? Request for quote ?
  Request for follow-up call ? Mapquest directions
  ? Customer contact updates ? Review of production
  status

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Agenda

• 1000 AM Onyx Overview
• Mike Konesky, Group Consulting Manager, Onyx
  Software
• 1005 AM Symetra Case Study
• Susan Davis, Assistant Vice President, Sales
  Center
• 1045 AM Summary
• Mike Konesky, Group Consulting Manager, Onyx
  Software
• 1045 AM QA

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The Seattle Mariners - Overview

• Established in 1977
• Success of team in mid-1990s and move to Safeco
  Field in 1999
• resulted in tremendous growth in customer base.
• Need for a unified solution to give all
  departments one database for
• customer tracking to continue providing the
  personalized customer
• service our fans have come to expect
• The Mariners have been the 1 team for the past
  two years in Major
• League Baseball in Attendance, Merchandise Sales
  and Television
• Ratings
• Required a solution that could keep up with the
  pace of the Mariners
• current and future growth

In the business of baseball, you dont have
absolute control over the product on the field,
so you focus on creating the best customer
experience to keep fans coming back regardless of
the wins and losses.
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Listening to the Customer

• Focusing on the fans
• Tracking all 74,000 Frequent
• Fan Members
• Cup holders and Garlic Fries

• Changing the hotdog policy
• Targeting fans for 10 game passes
• Dont call the owners!!!

• Yankees Suck
• Managing VIP Relationships
• Happy birthday to our fans

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Task Management
CS Agent able to quickly see list of CS incidents
in the Queue. Can quickly check the date, type
and priority and take action accordingly.
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Measuring Our Success

• Customer complaints down 80
• Food service complaints down 85
• Lowest no-show rate in baseball 6
• Season ticket holders grew by 15
• Revenues from group suites increased 12.4
• Concession spending is up 9 in 2002.
• Marketing campaign effectiveness has doubled

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Q A