SFA Implementation Reform to Improve Contract Rates in the Service Industry

The service industry client operated a business model with a customer flow of web application → phone reservation confirmation → store visit → contract signing, but the phone-based customer touchpoint was not being fully utilized.
Despite operating their own call center, phone operators only confirmed appointments and did not conduct valuable interviews, causing all customer information gathering to be concentrated at the time of store visit.
As a result, the time spent handling customers during their visit became excessively long, leading to a decline in contract rates as a key challenge.
Furthermore, information sharing between the call center and stores was insufficient, resulting in fragmented customer information.

We first conducted a detailed analysis of the current customer flow and information integration processes to explore possibilities for optimizing customer touchpoints at the call center.
While a full SFA replacement was difficult due to budget constraints, we focused on unused custom fields in the existing system and proposed a minor customization-based improvement plan.
We redesigned the telephone operator workflow, building a system enabling effective customer interviews during appointment confirmation.
Additionally, we established a workflow allowing store staff to preview information collected by the call center beforehand, supporting improved service quality during customer visits.

By optimizing the utilization of our existing SFA system, we achieved significant operational improvements while minimizing additional investment.
Conducting customer interviews during the phone call stage reduced in-store handling time by 20%, enabling store staff to make high-quality proposals based on prior information.
As a result, the contract rate increased by 10%, and customer satisfaction also improved significantly.
Furthermore, information sharing between the call center and stores became smoother, enhancing consistency in customer handling.
Operator skills were also improved, achieving enhanced customer experience across the entire organization.