Customer Feedback
Structuring an Omnichannel Customer Relationship Model
Mapping customer flows and defining a model that connects branches, CRM, and telephony tools.
The Mission at a Glance
The Company
A regional bank
The Context of the Project
A regional bank wanted to revamp its customer relationship model to better organize workflows and data. The project had to take into account the existing technical environment and branch practices.
The Challenge
Integrating customer workflows with CRM and telephony tools into a coherent omnichannel relationship model.
Our Approach
The Process, Step by Step
Mapping the Customer Relationship Environment
PALMER analyzed the functional and technical environment, workflows, and data used in customer relations.
The mapping was intended to provide an overview of the systems and interactions. It served as the basis for work on request-handling processes and the associated tools.
Examining Branch Workflows
The workflow management model was studied to identify pain points and opportunities for improvement.
This analysis took into account business processes and how teams handled interactions. It made it possible to link the network’s actual operations to the planned changes.
Co-creating the Omnichannel Vision
The target audience was defined in collaboration with internal experts to ensure a shared understanding of the customer relationship model.
Knowledge of CRM and telephony platforms supported discussions with technology partners. The choices made were intended to enable consistent management of workflows and data across channels.
Preparing a Pilot and Its Evaluation
PALMER developed a business case for an omnichannel pilot, with a focus on measuring its impact.
An agile approach helped prioritize actions. This scoping phase laid the groundwork for testing the solutions before deciding whether to roll them out across the network.
Work Completed
What the “
” initiative has implemented
- 01
A functional and technical mapping of customer relationships.
- 02
An analysis of customer flows and pain points in branches.
- 03
A jointly developed vision for omnichannel management.
- 04
A business case for a pilot program and an assessment of its impact.
The Firm’s Support
PALMER’s Contribution
PALMER combined its knowledge of customer relationship processes with its understanding of CRM and telephony tools. The scoping process enabled us to align technical choices with the teams’ operational needs.
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