PDF of this tutorialSuperficial Implementation
A superficial implementation of customer care is usually inexpensive and can be deployed relatively quickly, but it lacks substance. It is superficial because most of the changes are in the user interface level and usually are not integrated to back-end systems—such as billing, provisioning, or ordering systems. Although the CSR's tasks may be reduced, the work is not complete, and someone or some other system must somehow send and receive information to and from back-end systems. They also come with some predetermined processes that may not suit the operation of a service provider.
Substantial Implementation
A substantial implementation of customer care is more expensive and takes more time to develop, but it has substance. The changes permeate from the user interface level down to the integration of the necessary back-end systems. The work of the CSR and of other persons in the service provider's company is reduced, resulting in cost reduction, and better efficiency is obtained. The in-depth analysis of the business process required in substantial implementation provides a customer care system that significantly improves the performance of the customer service and provides the most automation possible.
Figure 3. Superficial versus Substantial Customer Care Application
