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A Method Using Embedded Analytics For Complaint Process Optimization

IP.com Disclosure Number: IPCOM000187517D
Original Publication Date: 2009-Sep-10
Included in the Prior Art Database: 2009-Sep-10
Document File: 5 page(s) / 350K

Publishing Venue

IBM

Abstract

This publication describes a method using embedded analytics for complaint process optimization.

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A Method Using Embedded Analytics For Complaint Process Optimization

The complaint management process is a critical process in the area of customer relationship management. However, if an employee is processing a complaint, the employee struggles with the following issues:

It is not clear whether or not the customer who filed the complaint is important from the business perspective based on profitability metrics such as revenue, customer potential, etc.

It is not clear from the list of available options resolving the complaint which ones would make sense, an example is: Is a colleague close to the customer location who could go on site to thus show that the customer is important
Did the customer file a complaint for product where a lot of other complaints where filed by other customers where known solutions exist?

All the above pieces of information could be retrieved in a manual, time consuming, error prone research across a variety of systems such as:

Business Intelligence (BI) and Data Warehouse (DW) systems for profitability metrics
Querying online tools like Google or Yahoo Maps on the customer address and then searching for adequate colleagues in the employee base close to the customer for an on site visit polishing on a personal level the customer relationship
Analytics in the support and complaint system

In addition to the fact that this is manual, time consuming and error prone it requires a lot of technical skills on the side of the employee doing complaint processing across all these complex computer systems using different user interfaces, etc caused by a lack of automated, intelligent integration of these systems. If the required skills are missing this introduces additional errors. As a result, the complaint management process suffers from the following:

Inability to spend most of the time of the employees for the complaints of the profitable customers because this insight is missing
Inability to reduce total cost of running the complaint management process due to the repetitive, manual tasks to search for relevant information which is not efficient causing a loss in productivity
Inability to easily be aware of existing solutions of complaints on the same or related products
Inability to quickly determine if the complaint is from an important customer and to intelligently choose from the set of available options

The key idea is now to use embedded analytics to provide the necessary analytical insight to the employee processing the complaint as follows:
the analytical insight is computed automatically when requested in real-time
the analytical insight is available in relevant portions or as whole to the employee "on demand" not flooding the employee in an easy to use fashion
the analytical insight is available in the context of the user interface where the complaint processing takes places (no context switch...