How a Global Customer Service Leader is Using a Reference Model to Structure Its Transformation While Remaining Fast and Agile

Chatbots and virtual assistants, the Internet of Things and ‘always on’ mentality—these are just some of the trends keeping all of us busy. They also have a massive impact on customer services and thereby on companies like Arvato CRM Solutions (Arvato CRM), who delivers customer services for some of the best-known brands worldwide. To maintain and enhance its current position as market leader in the Customer Services BPO (Business Process Outsourcing) industry, Arvato CRM needs to further transform. Naturally, strategic direction has been defined, implementation follows and regular strategic reviews and adjustments take place. But the challenge is complex: the sheer size of the organization with more than 45.000 employees, providing global services in more than 25 countries at more than 100 locations to over 500 clients requires a highly structured approach to properly understand the current business and to plan for the future. This article describes how Arvato CRM utilizes Process Management methodologies and a reference model to face current and future challenges. It pays special attention to why a structured approach can go hand-in-hand with more speed and more agility, which are vital in today’s markets.