Agent Guidance for Media 

Purpose

This business process describes how you can use alerts and interactive scripts in the SAP CRM Interaction Center to support agents in processing customer contacts.

During customer contacts, your call center agents are provided with the existing data on the customers in alerts.

Questions and responses can be added to the interactive scripts in addition to formulations for greeting the customer and ending the call and provide the agents with reminder scripting during the telephone call. When the script is completed, the system can log the customer’s responses for analysis.

Since the use of alerts and interactive scripts unifies processing of customer contacts and divides the process into individual work steps, these tools increase consistency in customer service and improve the quality of the individual customer contacts.

Prerequisites

You must create an interactive script and assign it to the campaign during campaign preparation in SAP CRM.

See also: Interactive Scripting

Process Flow

The following graphic illustrates the steps involved in the business process Agent Guidance for Media.

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       1.      Review alerts (CRM server)

Your system administrator can define alerts that are triggered by events in the system.

You review the alerts displayed and perform the appropriate activities. For example, you might receive an alert informing you that the customer is an important customer and that you should be as flexible as possible.

See also: Alerts and Messages

See also: Alert Modeler

       2.      Start of interactive script (CRM server)

The interactive script is accessed automatically if it is assigned to a campaign or call list. You can also access the script yourself by selecting the appropriate one for the current customer contact.

       3.      System guides agent through script (CRM server)

You ask the customer the questions listed in the script and use pushbuttons in the script to record their responses. The system determines the next question depending on the response and then displays it on the screen.

If the system administrator has made the appropriate settings, you can log the customer’s responses and store them for later analysis.

       4.      Create business partner in media-specific role and synchronize (SAP R/3 Enterprise and CRM Server)

You can link transactions or BOR methods in SAP Media, for example for creating sales and distribution and media customers, to the response buttons in the script.

If your script designer includes a question with the corresponding response button in the interactive script, the customer is created in the role of Media or Sales Customer when you press the response button in the script.

See also: Interactive Script Editor

If your system administrator has made the necessary settings for synchronization, the customer’s business partner data is synchronized with SAP Media when the data is saved.

If the customer is not a new customer, this step is skipped.

       5.      System generates lead (CRM Server)

A lead is used to describe and qualify a business partner’s potential interest in a certain product or their general interest in making a purchase over a certain timeframe. The business partner’s interest in making a purchase is qualified with the aim of both establishing and then subsequently influencing this interest. Once a lead has reached a certain status, it can be passed on to Sales as decision support for creating an opportunity.

If your script designer used the template Lead Qualification when defining the script, the system uses the information from the script to generate the lead.

See also: Lead Management

       6.      System updates business partner data (CRM Server)

If the script designer has included the question Update address in the script, the system uses the information from the script to update the business partner data.

       7.      System updates marketing attributes (CRM Server)

If the script designer has included the dynamic response Marketing attributes in the script, the system uses the information from the script to update the marketing attributes.

Result

You have now used alerts and interactive scripts during a customer contact to process the contact according to the customer’s requirements and to gather specific information on the customer.