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104/01/16 Copyright ©2011 by Oriflame Cosmetics SA
Elena BorisenkoCarlos Munoz
16-04-01 Copyright ©2011 by Oriflame Cosmetics SA
2
From Selling More to Selling Better
steps towards a global complaint
process in a decentralised organization
The Challenge
Problem:No global standards or guidelines on how
customer complaints should be
captured, communicated or utilized
(Some) implications:– Available complaint data provides poor
support for analysis and actions
– Loss of consumer feedback
– Low visibility of total costs associated with dissatisfying products
– Customer Service desks don’t receive enough information support from headquarters
– No comprehensive tool to follow-up on improvements measures
Solution: To design and implement a Global Complaint
Process
1967 1989 2000 2011
Oriflame’s expansion1990 - 2010: CAGR organic sales of over 16%
€m
Decentralization to enable fast expansionFocus on fast turnover of productsKPI – ”newness”Focus on emerging markets
OK.. Where do we start?
End-users
Customer Service
Warehouses, distribution centers
Consultants
Complaints information
QA: analysis, action initiation
Categorymanagers
Supplier management
Marketing
• Lack of standards as what is being entered and how
• Information ends up in different IT systems
• Entered information is not actionable
• Entered information is not complete
• Same codes are used for different reasons in different countries
Claim classification
Product - absent Box - empty
Deliverables
• Claim classification
• Suggestion on input process in different locations
• Suggestion on IT system upgrade
• Explanatory booklet
Quality and Process Management
Challenges of the implementation
The project
CustomerServicedesks
IT
Quality andProcess Management
IT
R&D
Finance
Regionaloperations
CustomerServicedesks
• Project’s scope grew outside the sponsor’s mandate
• No clear ownership
• Difficult to incorporate all different agendas
• Geographical remoteness of different stakeholders
• Scarcity of IT resources
• Operation managers are overloaded
Strategic considerations
• With Oriflame’s market maturing, customer service will become more important
• Complaint and customer service area will receive more attention in the company
• More support to local markets from the headquarters in the future
• First signs of centralization within the area
1204/01/16 Copyright ©2011 by Oriflame Cosmetics SA