The acquiring business is moving more rapidly every day. Sales
representatives, merchants, employees and managers are all looking for
breakneck responses and turn-around with less cost and errors. When
running a sales force and boarding merchant, in addition to managing a
portfolio, there are often as many as ten separate systems an acquirer
must oversee. Today, most of the larger acquirers can attribute part
of their growth to technology. The efficiencies gained by the
implementation of a Customer Relationship Management enterprise system
or a single-point-of-entry tool (at the minimum) are tremendous. The
streamlining of business processes has changed the face of many
organizations paving the road to get them to the next level of
business. Automation has allowed acquirers to process applications
more efficiently, get terminals out the door more quickly, and manage
sales people and processes more effectively.
The first element of the back-office system is management of the sales
process. Numerous large acquirers have created fully-integrated lead
tracking and metric management systems to track production, closing
ratios, etc. In addition, some of the more sophisticated programs can
generate prospect letters or emails, customized proposals, and even
fully-completed merchant agreements. By controlling the lead process,
marketers can be managed and production can be measured more
effectively. Tracking the sales force can also aid in making sure your
reps are working when they should be and following up appropriately.
Equipping the sales force with tools that make their job easier will
only increase production. This first piece of the back-office system
allows your sales machine to run more effectively.
The next component is the order entry system. New merchants must be
underwritten, loaded on both front and back-end processor systems,
submitted to third-party card companies or service providers (AmX,
Discover, check guarantee, etc.), have terminal applications built, and
have equipment and starter kits shipped. In the past and even
occasionally today, some acquirers must key information into various
systems to accomplish all of these tasks. There is often a separate
system for each responsibility. A centralized back-office system that
can send files to each of these areas for quick turn-around has allowed
acquirers to have merchants� set-up for processing in minutes. Five
years ago, it took two to five days to get a merchant approved and
ready to go. Today, it can take minutes. Organizations that have
learned how to tie all these systems together and create a
single-point-of-entry platform have gained a significant edge in the
market.
Speed of set-up is great, but informing employees and sales reps of
where an order is in the �process� is just as important. A powerful
back-office system provides up-to-the-minute details of where an order
is in the queue. Is it in �underwriting,� �being shipped,� etc.? By
reporting this information back to sales reps and service employees
they are able to keep both internal and external customers up�to-date
on status and provide enhanced service. Web-based reporting has
allowed much of this information to be shared quite easily. In
addition, this type of monitoring and reporting allows managers to see
how effective their operations facilities are at turning around new
merchants and resolving problems.
At the end of the month it is time for everyone to get paid. An
efficient system will be able to track and report residuals at all
levels. This type of reporting is best when it is automated directly
from the detailed reports sent by the processor. After these monthly
files are transmitted, they can be manipulated and turned into useful
profitability and residual reports for the acquirer and his sales team.
As an acquirer grows, this becomes more and more important since
manually processing these detailed reports is extremely cumbersome. As
we know, it is crucial to pay the sales force properly and quickly, and
an automated system can do this for you.
Additionally, a full back-office system will tie into the customer
service arena. When a customer service representative talks to a
merchant, he/she can pull information instantaneously. Records should
be kept on all aspects of the merchant account from pricing to file
applications. If there is a service call, the representative can make
notes on the file that can be seen anytime the merchant contacts the
acquirer or whenever information on a certain merchant is needed. This
customer service piece really helps bring the entire program together
from start to finish.
As an acquirer grows, efficiency becomes a substantial issue. What was
once handled manually is now too cumbersome. Entering data into
multiple systems becomes expensive as headcount increases. To be
competitive in the market today, it is important to create your own
Customer Relationship Management or fully integrated back-office
system. If you are a small acquirer, start small. Then, build up your
automated systems piece by piece. By adding a new module each year, you
will see that the small investment you make today could be well worth
the efficiencies you gain. Five years down the road you will have the
tools in place to be a world class acquirer. �
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