Company: IBM
Company Description: IBM is a technology corporation headquartered in Armonk, New York, with operations in over 171 countries. IBM produces and sells computer hardware, middleware and software, and provides hosting and consulting services in areas ranging from very high end computers to nanotechnology. IBM is also a major research organization, holding the record for most annual U.S. patents generated by a business.
Nomination Category: Customer Service & Call Center Awards Team Categories
Nomination Sub Category: Customer Service Complaints Team of the Year - Technology Industries
 Nomination Title: IBM Escalation Management Team
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the achievements since July 1, 2022 of the nominated team, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below.
- Briefly describe the nominated team: its history and past performance (up to 200 words):
Total 134 words used.
For over two decades, the IBM Complaint process—now recognized as Escalation Management—has been dedicated to eliminating internal obstacles hindering customer issue resolution. Originally concentrating on technical incidents, IBM Escalation Managers honed a unique blend of business acumen, technical expertise, and project management skills. This versatile skill set enabled them to revive satisfactory Customer Experiences and maintain a customer-centric approach, acting as natural advocates.
Formerly known as Resolution Owners, these IBM Escalation Managers operated proactively and efficiently, addressing global critical situations for clients and partners. Their pivotal role in restoring Client Satisfaction remains undeniable.
Despite their general high regard, it became apparent that optimizing customers' technology lifecycle necessitated expanding our reach into other significant business domains. These areas, steadily growing in importance, have recently been validated as indispensable for enhancing overall customer experiences and satisfaction.
- Outline the team's achievements since July 1 2022 that you wish to bring to the judges' attention (up to 250 words):
Total 227 words used.
By mid-2022, the IBM Complaint process underwent a monumental transformation, aiming to deliver a more effective and efficient service to IBM clients. This transformation necessitated a complete overhaul of the existing process, charting a fresh, client-centric path. The shift from a predominantly reactive role to a predictive and preventive one was a cornerstone of this reimagined approach.
The "Future of Escalation Manager Role Project" engaged nearly all stakeholders from the former IBM Complaints ecosystem. Its objective was to pinpoint how the IBM Escalation Management Team could bolster process efficiency, contribute to a more profitable organization, and elevate customer experiences through an enhanced journey.
Realizing that individual power and knowledge paled in comparison to collective strength and wisdom, the project birthed a novel concept: a new role with an expanded scope and a distinct approach. Having identified the quintessential traits of the ideal Escalation Manager, the required skills were meticulously outlined. A comprehensive action plan was devised, with a primary focus on crafting a tailored educational roadmap to guarantee the essential upskilling and reskilling. This roadmap encompassed 4 IBM Digital Badges (see attached image), each representing varying levels of expertise, offering a substantial edge over the earlier, unstructured learning approach. Currently, 93% of Escalation Managers have earned at least one badge with a 59% year-over-year increase, while the time invested in learning activities has risen by 16% YoY.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 249 words used.
Client emails:
Research Academia, India:
“I am writing to express my sincere appreciation for the support you provided in addressing the issues I encountered. Your prompt response and guidance were instrumental in resolving the challenges. Your expertise and assistance were valuable in enabling me to navigate the technical hurdles efficiently. I am truly grateful for your assistance”
AI Company, Nigeria:
“I am compelled to express my deepest gratitude for your unwavering patriotism and enthusiastic support during the recent escalation of our case. Your dedication has been nothing short of remarkable, serving as a beacon of trust and reliability within IBM's client support framework.
Throughout our engagement with IBM over the past three months, your presence has consistently stood out as the epitome of reliability, confidence, and trustworthiness. Your proactive approach, exemplified by your frequent calls to ensure the prompt and efficient resolution of our case, has not gone unnoticed. We are profoundly grateful for your tireless efforts in this regard.
We commend IBM for empowering individuals like yourself to provide invaluable support to clients worldwide. Once again, thank you, Ahmed, for your outstanding dedication and support. Your contributions have not gone unnoticed and are sincerely appreciated.”
Multinational Food Processing Conglomerate, Colombia:
"Pamella, I would like to thank you for your dedication to helping us with our case. Given the criticality of the case, you worked with the appropriate sense of urgency and commitment to analyze and approve the case in just a few days. Thank you again.”
- Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the team's past performance (up to 250 words):
Total 249 words used.
The Escalation Manager's attributes have evolved beyond their traditional role as Critical Situation Resolvers. Today, they embody the roles of Data Analysts, Customer Experience Specialists, and Consultants, executing educational and advisory tasks both internally and externally.
Their skillset now comprises Analytics, Agile Methodology, Deductive Reasoning, Negotiation, Effective Communication, Emotional and Cultural Intelligence, and Project Management—all crucial for their current responsibilities. The role's scope has nearly doubled, encompassing not only technological matters but also business-related issues like sales, licenses, invoices, and contract negotiations. Owing to the enhancement in their skills and proficiencies, there was a 38% boost in Time to Solution from December 2023 to December 2024.
Post-role redefinition in 2024, client appreciation feedback has surged by 146% compared to 2023. This evolution has also cultivated cross-border collaboration among Escalation Team members, breaking down barriers and promoting knowledge exchange. This cross collaboration has led to a 34% rise in in projects targeting automation, and resolution time abbreviation, among other areas.
Couple of project examples:
Escalation Management Chatbot powered by IBM watsonx
For non-technical business related escalation cases, client can get clear step by step guidance and resolve their issue promptly via ‘self-service’ chatbot and the Project Escalation Managers can focus on more complex business escalations where professional project management and network is needed.
Team created the Predictive Response Cases Process, a way to address problems that have already impacted or have potential to impact multiple customers, ensuring comprehensive actions are taken to prevent the same issue from recurring.
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