THE BRAINLAB SERVICE CLOUD Björn Carstensen Director Customer Support

GOAL OF THIS PRESENTATION

• Provide high level overview of Brainlab Service Cloud

• Stimulate and trigger ideas

• Give insight into Critical Success Factors and Challenges

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COMPANY INTRODUCTION

COMPANY KEY FACTS AND FIGURES

1100

220 200

3,000 20,000 35

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KPI

CRITICAL SUCCESS FACTORS

PROCESS

Enforce Utilization

Design Efficient Processes

Measure Performance

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DESIGN – ENFORCE - MEASURE

PROCESS THE BRAINLAB SERVICE CLOUD

KPI

CRITICAL SUCCESS FACTORS

PROCESS

GOALS OF THE SERVICE CLOUD

IMPROVE CUSTOMER MANGEMENT

• Transparency

• 360° Customer View

• Engineer Work List

• Faster Processes

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CUSTOMER SURVEY

SPARE PART ORDERING

COMPLAINT HANDLING

SERVICE CLOUD STRUCTURE

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FIELD SERVICE

REPORTING

CASE MANGEMENT

MILESTONES

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December ’10

Go-live Service Cloud

Master Data Integration with SAP

July ’11

Fully automated service process

Integration with SAP CS

October ’12

Complaint system in salesforce

November ’12

Automated Spare Parts Process

April ’13

Clicktools Customer Satisfaction

Net Promoter Score

CASE MANGEMENT

FIELD SERVICE

REPORTING

COMPLAINT HANDLING

SPARE PART ORDERING

CUSTOMER SURVEY

CASE MANAGEMENT

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ESZZ

• Case is central object

• 1Case = 1 Customer Request

• Case Comments document service activities

• Case Owner defines next person in charge

FIELD SERVICE REPORTING

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ESZZ

• Planned Service

• SAP Service Order eFSR in SFDC assigned

to engineer

• Engineer adds work and time (Event) report

• Customer receives PDF via mail

• Automated booking in SAP

• Unplanned Service • SFDC Case created by engineer

• Per on-site visit eFSR is created

• Customer receives PDF via mail

• Automated booking in SAP

COMPLAINT HANDLING

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ESZZ

• Mandatory for Medical Device Manufacturers

• Full integration with Case Management

• All Cases reviewed by QM for structural errors / patient risks

• Classification: Complaint vs. Service Case

• Complaints require root cause investigation

• PDF functionality for audits and authorities

SPARE PART ORDERING

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ESZZ

• No Case No Spare Part

• Approval process depending on part value

• SAP material master interface

• Update of SAP installed base

• Escalation of unreturned parts per engineer

CUSTOMER SURVEY

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ESZZ

• Service survey send after each closed Case

• We consider your problem solved…do you agree?

• Customer feedback triggers survey follow-up

• Method: Net Promoter Score

• NPS = % of Promoters - % of Detractors

• Account satisfaction level as traffic light

Customer Satisfaction

Detractors (score 0-6)

Passives (score 7-8)

Promoters (score 9-10)

Would you recommend our Products / Service to a friend or colleague?

ESCALATION MANGEMENT

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ESZZ

• Event Timing Scale (ETS) = Case Criticality

• ETS defines resolution deadline

• Technical Escalation • Time to perform next action

• Clock reset after each action completed

• Manager receives mail notification

• Management Escalation • Time to solve customer problem

• No reset of deadlines

• Weekly report prioritized per management level

Strategic Importance

System Status

Contract Status

Complaint Type

ETS

CRITICAL SUCCESS FACTORS

KPI

CRITICAL SUCCESS FACTORS

PROCESS

Success Factors

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• Triple C Follow-up: Consistent + Continuous +

Consequent

• Management buy-in for escalation procedure

• Maintain high level of transparency and visibility

• Ensure business ownership

• Listen and continuously fine tune

Challenges

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• Case vs. Personal Communciation

• Manager Case follow-up

• Lack of trust vs. Process control?

• 3rd party service provider interactions

ACTIONABLE KPI’s

KPI

CRITICAL SUCCESS FACTORS

PROCESS

ACTIONABLE KPI‘s • Focus on primary KPI‘s

• Regular publishing

• Easy to understand

• Incentivize Employees

Speed + Quality = Customer Satisfaction

• Speed = Mean Time to Solve (MTTS)

• Quality = Net Promoter Score (NPS) 16/16

FIELD SERVICE

REPORTING

CASE MANGEMENT

SPARE PART ORDERING

CUSTOMER SURVEY

COMPLAINT HANDLING

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QUESTIONS?