Read the success story from MPREIS as a pdf! - helpLine GmbH

helpLine Live
MPREIS Warenvertriebs GmbH
Business Intelligence for more Purchasing Quality
With helpLine the supermarket chain MRPEIS transforms customer feedback into quality indicators
For being able to process the feedback of its
150,000 customers per day in a structured way
and for making it measurable, the retailer
MPREIS was looking for a powerful software.
The company found it in helpLine, the service
management solution, covering also internal
service requests about the technical equipment
of markets and IT.
The family business MPREIS is a company
with tradition: Since 1920, its customers
have been supplied with high-quality foodstuffs
at attractive prices. Having started
with a small food store in Innsbruck, it has
grown to a considerable supermarket chain
with 192 markets and 4,880 employees. In
addition, MPREIS operates an own industrial
bakery and a meat cutting firm as well as 146
Café/Bistros under the brand ’’Baguette“.
Every day, approximately 150,000 customers
visit the markets of the Tyrolean family
company. The company wanted to utilize
the shopping experiences of all these customers
for improving its quality and service.
Therefore, MPREIS has started a companywide
IT-project. Its objective: A reduction of
response times to customer requests and an
increase of the benefit from learning effects
based on a structured documentation of
those requests.
The customer as a management
matter
As part of an invitation to tender, the Tyroleans
have decided in favour of the service
management software helpLine. The crucial
factor was the workflow-based technology
of the software and the chance related
therewith to implement different processes
within just one tool. Moreover, the workflow
provides for the processing of requests
following clearly defined sequences – no
matter whether it is dealt with customer
requests to MPREIS or whether MPREIS
lodges a complaint against one of its suppliers
or service providers.
From the very beginning, helpLine has not
been the project of just a single department,
but a company-wide initiative. The
team consisted of employees of most different
company divisions. The coordination
was assumed by the central IT department.
Doing so, it was possible to optimally use
the comprehensive application spectrum of
helpLine. At the same time, the internal
technical helpdesks of store construction,
technology and IT have been implemented
in helpLine. Moreover, there was no question
either about settling the customer
service at management level.
10,000 range items under control
helpLine has met the requirement to image
a wide range of most different communication
channels on one platform. The MPREIS
customer is free to choose the communication
channel he would like to use: A personal
conversation with branch employees,
calling the central service office, fax or letter
to the customer service or utilization of
modern channels such as the feedback form
on the company’s website or info e-mail
(info@mpreis.at), with the latter two channels
automatically opening a process. Furthermore,
every market is granted access
to the system via the helpLine portal integrated
into the intranet. This enabled
branch employees for the first time to register
customer requests on the spot into
the common contact management system.
To minimize the input effort, just the basis
data that is essential for getting in contact
with the customer is mandatory. All further
information relevant for an evaluation is
automatically added by helpLine from the
employee data imported daily from the
company’s email system. This enables the
At a Glance
Subject:
• Customer Service
The customer:
MPREIS Warenvertriebs GmbH
www.mpreis.at
Line of business:
Retail trade
The project in figures:
• 150,000 customers per day
• Connection of 192 MPREIS supermarkets
and 146 Baguette
Café/Bistros
• 600 service agents
• Correlation with more than
10,000 article data entries
Project highlights:
• Workflow-based
request management
• Real-time evaluation
of customer requests
• Intranet integration
• Interfaces to website,
Photo: Günter R. Wett
email system and range database
• Technical helpdesks integrated
for store construction and IT

1531/07/11/02
helpLine Live
MPREIS Warenvertriebs GmbH
“Thanks to the correlation of customer service and article data in helpLine we provide the data
basis for measuring the acceptance of our range and the quality of our suppliers.“
Martha Klotz, Management Assistance, MPREIS Warenvertriebs GmbH
immediate classification of processes according
to the company units MPREIS or
Baguette, the branch or even individual subdivisions
like cheese counter or cash register
area.
Independent of the input channel, helpLine
directs all requests to the customer service
as electronic tickets, where the in-depth
analysis and the initiation of suitable measures
take place. Since helpLine also accesses
the MPREIS range database, an unambiguous
assignment of every customer request to
the more than 10,000 items stocked and
therewith also to the supplier is possible.
’’This enables us to react rapidly if required.
At the same time, we provide the database
for measuring the acceptance of our range
and the quality of our suppliers“, explains
Klotz, management assistant and responsible
for customer service at MPREIS.
Customer orientation in every area
To ensure clear responsibilities, the service
team at MPREIS assigns tickets to individual
employees. For this purpose, approximately
100 employees currently have access to
helpLine. At the final stage of expansion,
their number will increase to 600: All store
managers and the majority of responsible
administration experts. ’’The large number
of integrated colleagues provides for more
customer orientation across all corporate
divisions“, says the service manager with
conviction. The modelling of complaint
processes as a workflow enables the
MPREIS customer service to create any
number of individual processes from one
request – for example if it is addressed to
several areas or markets. So requests may
be assigned to different store managers at
the same time, but also to a combination of
store managers and specialists, for instance
in the purchasing department. The ticket
remains active until completion of all individual
processes. Should processing exceed
the period promised for carrying out the
solution, the process is highlighted in colours
by the software.
Data evaluation in real-time
Using helpLine, MPREIS has processed
about 2,000 requests during the successful
pilot phase. On completion, each one obtained
a qualification as an individual or
recurring incident as well as having an internal
or external cause. Furthermore, the
company measures the response times and
the rate of requests solved to the customer’s
satisfaction.
For a specific analysis of own strengths and
weaknesses, the ratio of praise and complaints
to each other as well as the most
frequent product requests are processed on
a regular basis. As far as current data is
concerned, MPREIS relies on the helpLine
DashBoard, representing figures and trends
in real-time. For trend analyses, a thirdparty
system accesses the information.
’’Since the introduction of helpLine, the
average response time has been reduced by
ten per cent“, summarizes Klotz. ’’Our daily
work is facilitated by the cross-company,
uniform documentation of customer and
branch requests enabled by helpLine. Moreover,
this provides the basis for evaluations
in order to continuously improve our product
and service quality.’’
Company Profile
MPREIS Warenvertriebs GmbH
www.mpreis.at
The supermarket chain MPREIS was
founded by Therese Moelk during the
early twenties as a small food store in
Innsbruck. Even today the Tyrolean
family company is still owned by the
family Moelk, managing the company’s
fortunes already in the fourth generation.
MPREIS is Tyrol‘s most reasonably
priced full-range supermarket. Customer
-friendly services, top quality and a very
attractive price-performance ratio balance
each other out. A wide-ranging and
versatile range of goods with on average
10,000 fresh, lifestyle and branded articles
as well as more than 500 organic
products are available at MPREIS. The
competence of the product range selection
is emphasized by a variety of local
Tyrolean and regional specialities of very
different regions worldwide as well as
choice wines.
helpLine GmbH
A member of
PMCS.helpLine Software Group
Carl-Zeiss-Str. 16
65520 Bad Camberg
Germany
fon: +49 (0) 64 34 / 930 76-0
fax: +49 (0) 64 34 / 930 76-300
www.helpline.eu
contact@helpline-uk.com