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Cincom

Milacron is a global leader in plastics processing andmetalworking technology. From automobiles and appliances,to milk jugs and toothbrushes, Milacron’s technologies helpleading companies manufacture the world’s favoriteproducts.

Milacron is a global leader in plastics processing and metalworking technology. From automobiles and appliances, to milk jugs and toothbrushes, Milacron’s technologies help leading companies manufacture the world’s favorite products.

Milacron’s Servtek Seeks CRM

Milacron’s Servtek division consists of an inventory-planning group, a warehouse center, and a shipping group, all devoted to filling and servicing orders for the plastics-processing related industrial products that Milacron manufactures. The closely linked nature of these divisions gave Servtek an internal structure able to support a robust customer relationship management (CRM) software package.

Milacron’s goal was to find a CRM solution capable of handling Servtek’s increasingly large volume of calls. The ideal solution would also allow agents to quickly access customer histories, as well as offer tools to analyze and report on activity conducted within the application.

The Problem

Before implementing Synchrony, the Servtek division was operating on an internally constructed CRM tool. The system required each customer service agent to manually research each customer’s history, leaving customers waiting for extended periods of time.

Servtek’s antiquated CRM call center technology was causing a meltdown in customer loyalty. Though the incumbent solution had seemed state-ofthe- art upon implementation, the technology could not scale to support Servtek’s increasing call volume. Customer service agents could not summon complete customer histories, as the technology could not tie together customer transactions and interactions. The result: inferior customer service due to excessive customer hold times, high abandonment rates, minimal agent knowledge of customer purchase/communication history, and a general inability to access information.

The Answer: Synchrony Brings Superior Customer Service to Servtek

Milacron's choice of Cincom’s Synchrony interaction management solution reflected the company’s wish to provide high levels of customer service by complementing knowledgeable staff, up-to-the-minute available inventory, and technical assistance 24/7. Synchrony was the only CRM to supply the Servtek division with a universal queue capable of integrating all interaction channels – phone, e-mail, chat and fax – into one unified desktop. The ability of Synchrony’s software to provide such a robust solution was a key differentiator for Milacron, specifically the capability of running multiple campaigns on a single desktop.

Milacron currently has six campaigns in Synchrony’s system. Using Synchrony’s CRM solution, all of these campaigns are simultaneously accessible to every agent, allowing each agent to adjust service efforts relative to the campaign requiring priority attention. This structure results in minimal downtime and optimal efficiency. Profitability is increased and maximum customer service can be achieved using a smaller workforce.

Synchrony Interaction Management Ensures Quality and Consistency

Before Servtek implemented Synchrony’s integrated interaction management solution, “the same person could call five different times and talk to five different agents about one problem, which means we had people running around doing the same work,” says Steve Hayden, Servtek’s Business Unit Manager. “Eliminating that duplication of efforts has helped our agents work more efficiently and serve customers much better.”

Synchrony CRM: Best Available Solution

Synchrony’s CRM solution offers Servtek several key benefits, including:

• Servtek agents have an immediate “screen pop” when a communication (phone, e-mail, chat or fax) is routed to them, enabling them to access the entire customer history in a matter of seconds.
• Interaction and transaction data is gathered and stored in a database from which Servtek contact center managers can gather relevant information on customers and operations. Synchrony provides structure to captured data, providing more useful analytics. Most reports are customizable to provide individual users with tailored information.
• Milacron’s contact center managers and agents can track the number of quotes converted to purchases and provide detailed reports on results. Prior to the Synchrony implementation, Servtek agents quoted order pricing and processed orders without the ability to gauge the connection between the transactions. Synchrony’s reporting function allows Servtek managers to interpret and manipulate their campaign data in a variety of ways.
• Servtek agents can use Synchrony’s trouble ticketing capabilities for implementation. Before, Servtek agents were not able to follow up on special orders efficiently. Synchrony enables tracking of each special order item, and reporting on the order’s status at any time, and within seconds.