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Microsoft Dynamics 365 for Customer Service

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Learn how Singapore’s biggest transportation network operator doubled their productivity and delivers faster, friendlier service.

Providing over one billion rail and bus journeys per year, SMRT is Singapore’s biggest transport network operator. In end 2016, the company started using cloud-based Dynamics 365 CRM service management features across its train, bus and taxi services to power new service innovations, and help staff members deliver better customer service. With Dynamics’ inbuilt automation features, SMRT employees are managing 2.3 times more cases than before. And with a cloud-based approach, SMRT can bring innovation projects to life in less than 3 months. Today, SMRT is powerfully equipped to deliver on its core responsibility: world-class transport that is safe, reliable and customer-centric.

Every transport network has its challenges, but Singapore‘s SMRT has enormous responsibilities. As provider of the principal public-transport network in Singapore, it is SMRT’s job to sustain Singapore’s world-class reputation for efficiency and customer service.

“We have 102 train stations and over 1,400 buses, and deliver over one billion journeys per year,“ says Dave Ong, Head, Passenger Service Department, SMRT. “Our mission is to enhance the lives of Singapore citizens with a transport system that is safe, reliable and customer-centric.“

The Cloud Journey to Better Customer Service and Innovations

SMRT is always looking for ways to enhance customer interactions, and in 2016, decided that the Cloud could help. On any given day, more than 1,000 employees are involved in the process of managing customer enquiries, compliments, complaints and feedback. These busy staff also have to pursue hundreds of ‘lost and found‘ cases each month. SMRT wanted to help these employees deliver a faster and friendlier service.

“Today, customers contact us through many different ways — emails, calls, faxes, letters, Whatsapp, Facebook and SMS,“ says Mr. Ong. “We need a case-handling system that helps us manage new processes for handling all these interactions, and a reporting system that helps us visualise our performance in real time.“

SMRT also wanted to make it easier to engage and manage external stakeholders on a succession of new initiatives known as innovation projects. Cloud technologies had the potential to help SMRT create, share and secure new business applications without having to purchase additional servers. “When setting up an innovation project, we want a system that would allow us to adapt and be more creative,“ says Mr. Ong.

One-Stop Customer Service and Engagement

In 2016, SMRT selected the cloud-based customer-relationship management solution, Dynamics CRM Online – which is now part of Dynamics 365 – to manage SMRT customer service and engagements at the enterprise level. The cloud-based solution provided convenience and flexibility to more than 1,000 employees, reduced capital costs and accelerated rollouts.

With the help of Customer Capital Consulting, SMRT used Dynamics 365 to create a single, integrated system for managing all customer interactions. The new solution aggregates all feedbacks, regardless of which channel the feedback arrives at and uses automatic workflows to assign the case to the relevant team.

SMRT Customer Relations employees use inbuilt features to track progress and turnaround times. System aids, such as reminders, help prompt everyone involved to take action when it‘s required. Checkpoints help employees manage the different types of cases, and see that they are on track. Meanwhile, reporting tools provide accurate updates to managers and external stakeholders.

A Force Driving Enterprise Innovations

SMRT has also used Dynamics 365 to create new business applications to support their new ‘Adopt-a-Station‘ initiative for school student ambassadors. With cloud-based workflows and document repositories, SMRT staff can centrally manage applications, correspondence, approvals and activities-tracking. Mr. Ong says that moving to the cloud presented no problem for the project, and the new application was put to use according to the planned schedule.

“The Customer Capital Consulting team was flexible and accommodated our concerns to the best of their ability,” says Mr. Ong. “They were willing to go the extra mile, including conducting training so that our staff were comfortable with the new systems. They worked collaboratively and closely with the SMRT team to meet deadlines and completed the project on time.”

Productivity is More than Doubled with Dynamics 365

With the help of Cloud technologies, SMRT is achieving Enterprise Digital Transformation where it’s vital — Customer Service. Today, more than 1,000 SMRT employees across different locations in Singapore use Dynamics 365 to ensure that customer enquiries and interactions are handled quickly and professionally. With its principal, public-facing systems in the cloud, SMRT can bring new initiatives to life without the cost and delays of investing in new infrastructure.

As a result, the service-oriented staff at SMRT are better able to handle more cases. Automated workflows reduce the manual effort of sorting and directing interactions. Meanwhile, dashboard reporting helps the team and the management of SMRT to ensure that customer cases are resolved within prescribed timelines.

“Our ability to handle public feedback volume has increased 2.3 times,“ says Mr. Ong. “Dynamics 365 reduces manual effort and frees up customer-service staff to handle cases with a personal touch. This helps us achieve our strategic goal of making all interactions with our contact centre more personal.”

Innovations Made Simple

With Dynamics 365, SMRT can accelerate the pace of innovation within the organisation. With customer-ready tools – such as workflow engine, standard user-interface design and dashboard tools – SMRT does not have to source, buy, learn and deploy different solutions to get new capabilities up and running. Managers can now build, test and use new applications fast.

“Dynamics 365 effectively reduces the time it takes us to evaluate, implement and roll out new innovations,” says Mr Ong. “This means we have a faster time-to-market for new projects. In addition, we save money by leveraging our existing investments.”

Innovation Projects Up and Running in Three Months

Today, SMRT can quickly build the systems it needs to support a new innovation project. rolling them out in just a few months, which is far faster than before. These new applications are cloud-based, so SMRT does not need to invest in new infrastructure. And with the many inbuilt automation tools in Dynamics 365, new projects are now easier to manage.

“By helping us create a new communicate hub for SMRT HQ, station staff and the different stakeholders, Dynamics 365 brought our first innovation project to life,” says Mr. Ong. “Our objective is to deliver a world-class transport service that is a lifestyle experience, and Dynamics 365 is now part of our journey.“

Note : Originally Published at Microsoft Official Website. 

Dynamics 365 for sales marketing
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How Microsoft Dynamics 365 Helps in Marketing?

Create and nurture leads

Run multichannel campaigns

Use email marketing, web landing pages, events, phone calls, and custom channels to attract the right prospects.

Personalize buyer experiences

Use configurable templates, reusable content blocks, design tools, and Microsoft Stream videos to prepare content and set up customer journeys based upon their engagement.

Nurture leads using LinkedIn

Use Dynamics 365 Connector for LinkedIn Lead Gen Forms to target matched audiences, nurture leads, and create a buyer’s journey based on LinkedIn content and interactions.

Monitor multiple marketing channels

Use Microsoft Dynamics 365 AI for Market Insight to bring together insights from events, emails and landing pages, as well as social listening data from various social media platforms.

Simplify event management

Organize in-person and digital events with an events portal to manage registrations, sessions, speakers and venue logistics. Use integration with ON24 or other webinar providers for digital events.

 

Align sales and marketing

Create one view of the customer

Share one source of information about contacts, leads, and customers to deliver consistent results across the buyer’s journey with Microsoft Dynamics 365 for Sales.

Close more deals with account-based marketing

Enable your sales and marketing efforts to target accounts most likely to generate the largest revenue. Orchestrate the buyer’s journey for account-level leads with personalized content, and nurture activities to maximize revenue.

Track prospect throughout their journey

Prioritize leads ready for sales engagement with multiple lead scoring models and sales readiness grades. Move prospects more efficiently through the marketing and sales funnel with automated workflows to hand off sales-ready leads and drive follow ups.

Increase productivity

Easily set up and view campaigns with marketing calendars showing campaign timelines and activities. Also use familiar Office 365 tools for collaboration with colleagues, leads, and customers.

Make smarter decisions

Gain marketing insights

Use out-of-the-box dashboards, marketing analyzers, and get real-time interactions to quickly gain insights. Also build custom dashboards to analyze performance.

Focus on top priorities

Use embedded intelligence like dynamic segmentation to target the right audience, multiple lead scoring models to prioritize leads, and customer interactions insights to personalize engagement.

Improve social engagement

Use social insights to gain competitive intelligence, measure, and manage your brand reputation.

Survey customers

Conduct online surveys to better understand your customer needs and apply learning to your marketing investments.

Innovate with a modern and adaptable marketing and sales software platform

Adapt quickly

Accelerate time to market and adapt the application to your needs with no-code visual editors and tools that make it easy to build and deploy web and mobile apps.

Extend and connect

Automate processes across Dynamics 365 applications and third-party systems for better service engagement experiences.

Invest with confidence

Rely on the Microsoft cloud platform to reduce the cost and complexity of operating a global infrastructure and trust our state-of-the-art datacenters to safeguard your data.

Drive innovation

Transform your customer interactions with deep insights provided by artificial intelligence that guide your teams to the right business outcomes.

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