No matter the size of the company, any customer-centric organization must focus on permanently increasing quality and efficiency when it comes to dealing with customer complaints. Learn why the SNCB/NMBS chose SAP CRM to manage its 700,000 yearly complaints and is now not only processing the cases much faster but also with more coherence, which increases customer satisfaction and company image.

1. SAPience.be User Day ’13
March 21, 2013
Accelerating Complaint Management
@ SNCB/NMBS
Jacques Papeloer
Your logo Service Team Lead SNCB/NMBS
Thierry Deraeck
Sales Manager – Projects & Solutions
(Keneos)
SAPience.be User Day ‘13
1

2. Agenda Your logo
SNCB / NMBS
The SNCB/NMBS CRM Strategy
The Complaint Management process
Demo
Lessons learned
SAPience.be User Day ‘13 2

3. Agenda Your logo
SNCB / NMBS
The SNCB/NMBS CRM Strategy
The Complaint Management process
Demo
Lessons learned
SAPience.be User Day ‘13 3

4. The SNCB-NMBS Group Your logo
On January 1, 2005, the SNCB Group has modified its structure to comply with
the European regulations about the liberalisation of railway transport.
Primary mission consists of providing services to the two subsidiaries
Manages the assets and real estate of the current SNCB
In charge of coordination activities with the objective of ensuring
consistency of decisions.
Responsible for operating and commercialising national and international
passenger and freight traffic by train.
Also in charge of maintenance and rolling stock management
Employs around 20.000 people with a turnover of 2.2+ billion €
Responsible for the management, maintenance, renewal and development
of the Belgian railway network.
Also in charge of allocation of train paths to belgian and foreign operators.
Employs around 12.500 people with a turnover around 1 billion €
SAPience.be User Day ‘13 4

5. Consulting, Software & Innovation Your logo
Cloud – Mobile - Analytics
HCM Supply Chain Financials
100+ customers
Service
250+ consultants CRM Sustainability
Management
6 countries Database & Technology
30m € group revenue IT Strategy Software
Projects &
Architecture Consulting Products
SAPience.be User Day ‘13 5

6. Organization
3.000.000 Customers !!!
Organization 3 incoming channels
• B-Mobility – National travels • 55.550 paper Complaints/year
• Complaints department • 50.000 Normal Complaints
• 5.000 Mediator
• After Sales
• 250 Mediator Escalation
• 15 agents • 300 “VIP”
• Customer reactions
• 30 Agents • 100.000 Mails/year
• Call Center department • 59.000 Infos & Complaints
• 35 Agents • 23.000 Groups travel
• 18.000 Ticket online
• B-Europe – International travels
• Complaints department • 520.000 Calls/year
• 15 Agents • 415.000 Infos
• Direct reimbursement • 30.000 Groups travel
• 3 Agents • 40.000 People with Reduce
mobility
• 35.000 Ticket Online
SAPience.be User Day ‘13 6

7. Agenda
SNCB / NMBS
The SNCB/NMBS CRM Strategy
The Complaint Management process
Demo
Lessons learned
SAPience.be User Day ‘13 7

8. The CRM Strategy
SAP CRM Strategy
• CRM Roadmap started at the SNCB/NMBS.
• The CRM solution has to fulfill the following requirements :
• Multi channel solution
• Provide a 360° view of the customer
• The roadmap was split by processes
• Master Data
• Customer Management
• Product Management
• Transactions
• Marketing
• Sales
• Service
SAPience.be User Day ‘13 8

9. Agenda
SNCB / NMBS
The SNCB/NMBS CRM Strategy
The Complaint Management process
Demo
Lessons learned
SAPience.be User Day ‘13 9

10. The Complaint Management
Service  SAP CRM Complaint Management Scope
• When there is a need for a follow-up regarding a contact the
complaints process starts.
• Start from the complaint registration and classifications until the
potential payment
• SAP CRM Interaction Record
• SAP CRM Service Request
• SAP CRM Complaint
• SAP ERP Credit note request
• Non SAP Refunds (Gift, ePortefeuille, …)
SAPience.be User Day ‘13 10

11. The Complaint Management
SAP CRM Customer Interaction center
• The call center is integrated with telephony via the Altitude Software
• No Complaints can be introduced by phone
• Email are handled in the SAP Inbox via the SAPConnect and
Outlook relay
• Direct Mail or Webforms with automated confirmation
personalized by department
• Different functional Mailboxes based on Webform type or
receiving mail address
• Attachment can be attached to the Webform
• Paper complaints are not yet scanned and are handled manually
• The customer data are registered
• “Anonymous” calls are possible
• B2C Customer are not synchronized with SAP ERP
• B2C credit note are done in SAP ERP with a one time customer
SAPience.be User Day ‘13 11

12. The Complaint steps
Dossier creation
Dispatching Dossier
Dossier Management
• Create as many complaints as subjects in the dossier
Complaints approval
Answer to the customer
SAPience.be User Day ‘13 12

13. The Complaint Flow
Incoming Channel Create a “Dossier”
• Mail • Service Request
• Webform
Search and confirm • Priority
• Letter Customer • SLA
• Template • Attachments
Create Subjects
ERMS
• Complaint Customer / External / Answer preparation
• Classification
Internal Approval request
• Standard Answer
• Travel detail request for information
• Price
ERP Credit memo request
Escalation process
with automatic payment Closing
for New cycle for the same
Delay Calculation
dossier
One Time Customer
SAPience.be User Day ‘13 13

14. The complaint Priority
The priority is linked to SLA and the « close before date » is
then automatically calculated
SAPience.be User Day ‘13 14

15. The Complaint Status
Dossier and subject status are tightly linked and mostly automated
Dossier Employee Dossier
New Resp. Assigned
Dossier Subject Dossier
Assigned In Process In Process
… … …
Dossier Subject
Ready to
Approved Subject
w/o Credit Closed
be closed
Note
All
Dossier Subjects Dossier
Ready to Info Cust Closed
be closed Cancelled
Closed
SAPience.be User Day ‘13 15

16. The Complaint Delay
Delay Calculation is status dependent
Multi Cycles
SAPience.be User Day ‘13 16

17. The Complaint Classification
Multi Level Categorization Answer Suggestion
• Based on complaint content • eMail Template and
• Based on Webform type Classification are linked
• Based on IVR Choice together in order to suggest
predefined answers
SAPience.be User Day ‘13 17

18. Agenda
SNCB / NMBS
The SNCB/NMBS CRM Strategy
The Complaint Management process
Demo
Lessons learned
SAPience.be User Day ‘13 18

19. The Complaint Demo
CTI
• Create customer
ERMS
• Webform with attachment
Complaint Management
• Create a dossier
• Tracking id
• Create a subject
• Classification
• Approval
• Answer to Customer
SAPience.be User Day ‘13 19

20. Agenda
SNCB / NMBS
The SNCB/NMBS CRM Strategy
The Complaint Management process
Demo
Lessons learned
SAPience.be User Day ‘13 20

21. Lessons learned
From Custom made to Change Management
Package • Think Big Start Small
• Difficulties to understand and • CRM Roadmap
accept that “it is not possible”
• Complaints as quick win
• B-Mobility and B-Europe • Three phases are done for
process & application merge
complaints
Performance • Complaints management
• Virus Scan • CTI integration
• Code review
• ERMS integration
Altitude not certified • Process review foreseen
• SoftPhone integration
• Error solving and tracing
• Performance
SAPience.be User Day ‘13 21

22. Questions
SNCB / NMBS
The SNCB/NMBS CRM Strategy
The Complaint Management process
Demo
Lessons learned
SAPience.be User Day ‘13 22

23. Get Inspired.
Stay Connected.
Achieve Business Agility.
Thank you!
SAPience.be User Day ‘13 23