How E-Commerce
Is Changing The CSR:
Online Ordering
The volume of
orders customers submit over the web is significantly increasing. Improved
integration between the Internet and MIS systems is automating many of the
everyday tasks of customer service representatives.
In a
traditional order workflow, the customer sends the order specifications to the
customer service representative (CSR) via courier, fax, email, or FTP. Often
the customer does not provide all of the information needed to produce the
job. When this occurs, the CSR or sales representative must contact the
customer to get the missing information. The CSR then keys this information
into the business-management system order-entry module and produces a job
ticket.
In an
E-Commerce strategy, printers provide their customers with a web-enabled order
form that the customers complete over the Internet. The printer designs the
order form to guide the customer through the necessary job information using
prompts, pull-down option lists, check boxes, and required fields. The
customer enters the order information over the web, attaches the copy files,
and submits it to the printer.
After the
customer sends the order information, the integrated E-Commerce system
automatically places it into the order queue. Once the order is received,
several different E-Commerce workflows may occur, depending on the
organization, the customer, and the type of printing produced. In a JDF
environment, Internet orders placed by the customer can be automatically
transmitted directly to digital prepress equipment or presses without any CSR
interaction. While in other environments, the CSR may review and approve the
new order in the computer before releasing the order into the
business-management system.
Customers will
become more empowered to place, track, and manage their orders with lesser
assistance from the printer. Rather than passing information from the customer
to the CSR and back to the customer, the customer is be able to resolve
inquiries at the click of a button; 24/7. Many of the CSR's daily
responsibilities are shifting to the hands of the customer. As these tasks
transfer to the customer, customer service representatives will be faced with
greater challenges. The CSR will become more of a technical sales consultant.
Their responsibility will include advising customers on how to properly
prepare files, troubleshooting jobs that don't advance into the JDF workflow,
and preserving personal relationships with customers through consultative
services.
