Frameworx Application: Retail Outlets

Category: (2) TAM Application Type

Application Identifier: 3.4.3

Maturity Level: 4

Overview

One of the primary sales channels for Wireless Communication Service Providers is the provider’s own retail stores. Currently, other communications sectors rely less on this channel due to the fact that non-Wireless services typically need to be physically installed on the customer’s premises, whereas in wireless communications the customer typically gets services instantly at the retail store/point of sale. Non-wireless services providers may use retail outlets as a means to complete an order (e.g., for customers that want to pick up a DSL modem from a retail outlet to complete their order in order to avoid payment of shipping costs).Retail stores are considered an extension of the call center in the sense that existing customers may walk in and ask for assistance in customer service issues (e.g., billing, how to operate their handset, etc.).

In other words, Retail Stores are not only used as Point of Sale but also used as Point of Service.

Functionality

Retail store agents require an application that exposes most of the functionality used by call center agents (Telesales and customer service), and also have additional processes that are unique to the retail environment (for example, handset loans and repairs). A retail application should therefore include the following functionality:

• Customer information management - Complete customer information management capabilities

• Contact and retention management - Customer contact and retention management capabilities

• Order capture and negotiation - Order capture and negotiation capabilities

• Retail integration - Specific to retail stores, order management should be capable of supporting contract printing, integration with a locally installed cash management/cash register and a retail inventory system for order completion.
• Billing management activities

• Problem resolution - Problem resolution specific to retail stores, problem resolution should be capable of handling handset repairs, including reverse logistics and advance exchange.

In addition, retail stores may also require the following additional clients:

• Self service kiosk - A self service kiosk, located in the store, to allow customers that are in the store to lookup information about products, services, promotions, etc., access and pay their bills, or even start configuring a product while waiting in line.

• Agent portable Device support - Handheld device used by sales agents in the store, to allow them to help customers with information about products and services, and to allow them to configure a quote for the customer. The quote/configured offer can, in turn, be transferred to the agent “behind the counter” for completion of the order.

Supported Business Services

Potential interface areas:

• Most of the CRM applications

• Cash management system

• Inventory management system / ERP

• Accounts Receivables/Billing

• Spares Management / Logistics / Reverse Logistics applications

(2) TAM Application Type Retail Outlets

Appears on these diagrams:

• 3.4 M/S Channel Sales Management

Issues

• Application Framework 12.0 Deletion

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