CVMBoK

Role of Inbound Channels (Assisted) function as understood here is to run the sales organisation that sells to customers in physical stores, provides service via telephone, and uses human agents working in collaboration with chatbots. These are channels where the customer may initiate an interaction himself by visiting a store or making a call.

• The inbound channels (assisted) are one of the most crucial gatekeepers for CVM in the organisation – many key Moments of Truth happen in store or on the phone. Therefore if the inbound channel does not collaborate well with CVM, a large portion of results is not achievable.
• Direct interaction with sales persons and customer care agents provides real-time insights into customer needs and preferences allowing CVM team to understand better how their idea works in reality

Lack of alignment with Inbound Channel (Assisted) team leads to dramatic under-performance of CVM.

• CVM team produces target groups, offers and supporting communication messages that are utilized by the Inbound Channels (Assisted) on a daily basis.
• CVM team is supporting such interactions by providing personalized recommendations for every customer based on customer historical data, boosting the performance of sales teams and making the work of the agent easier when addressing specific customer concerns or queries.
• CVM team trains and educates the Inbound Channel (Assisted) team on the CVM programs, their details, and ensures that they are implemented properly in the channel.
• CVM team tracks the performance of the Inbound Channel (Assisted) team in terms of how well they execute various CVM programs.
• CVM team contributes to or designs the compensation/bonus systems in the Inbound Channel (Assisted) to ensure that they are aligned with CVM programs.
• CVM team contributes to or designs many of the requirements for the IT systems in the Outbound Channel (Assisted) to ensure that they are aligned with CVM programs.

• CVM team has decisive impact on the performance of the Inbound Channel (Assisted) by steering the work towards products and offers that contribute to the achievement of CVM KPIs.
• CVM team can make the work of sales channel extremely stressful and hard by pushing the channel to focus on irrelevant, poorly designed offers or interfering with resolution of customer issues by making upselling mandatory on every interaction.
• CVM may negatively impact SLA metrics such as call time with long scripts
• Mistakes made by CVM team (e.g. errors in campaign texts) may cause a flood of incoming calls or visits by customers, overloading the Inbound Channel (Assisted) team’s beyond its capacity
• Success encountered by CVM team (e.g. a very successful campaign) may cause a flood of incoming calls or visits by customers, overloading the Inbound Channel (Assisted) team’s beyond its capacity

Alignment with Inbound Channel (Assisted) team is crucial for CVM success:

• Offer and message information – it is crucial to ensure that Inbound Channel (Assisted) can easily access latest offers for every customer
• Offer and message conversion tracking – it is crucial to ensure that Inbound Channel (Assisted) can register conversions and provide feedback for CVM process improvements
• Campaign planning – it is crucial to align Inbound Channel (Assisted) capacity plans with campaigns schedule
• Bonus planning – it is crucial to align Inbound Channel (Assisted) compensation plans with CVM initiatives
• Team education – it is crucial to educate Inbound Channel (Assisted) about CVM initiatives
• Integration of CVM insights into sales and service strategies