Customer Process Management is a practical management approach which aims to handle, manage and continuously improve customer contact processes and its internal workflows. Its goal is to increase customer satisfaction, retention, productivity and operating profits. It also contributes greatly to employee satisfaction. CPM is about unlocking all relevant customer information and integrally present it to your CSRs. And CPM is all about defining procedures and capture these procedures into processes.
So, when a customer calls your CSR to ask a question or to file a complaint, the CSR quickly obtains all the relevant customer information and knows what to do. Because it has all been predefined. Customers will perceive this positively, because they are being served quickly, properly and in one time right. Your CSRs will find this great because they don't need to search for relevant information in all different kinds of back office applications and they can do what they are supposed to do: serve the customer.
One can see CPM from different angles. One can see it form a customer perspective: being served well, in one time right, not have to call back again. One can also see it form employee perspective: they know what to do, how to do it and when to do it. Having all relevant customer information at their disposal, makes their work a lot easier. CPM can also be seen from a business point of view. It saves a lot of money.
When customers are being served right the first time about an issue, they don't have to call back about it. But, nevertheless, when they do call back about that issue, the CSR is able to adequately serve the customer well. Think about how much money this will save for your organization. That must make you happy. And then think about all the reasons your customers contact your organization. If you would be able to capture all these calls and all these e-mails and all these web forms, and if you would be able to improve all the underlying processes, how much money will that save?
You are right, satisfy the customer the first time and you don't have to worry about trying to do it again and again (and failing). Of course, this has to be done on all levels of management, not just customer management, it is about how a company treats all of its employees as well so they treat customers well in response.
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