Issue 2 2008 > Industry Expert
Industry Expert
Quality & Client Relationship Manager: Mona Lai
Mona Lai
Quality & Client Relationship Manager
Hong Kong
Email: monalai@crownworldwide.com
Mona Lai is a Hong Kong national who holds a B.A. (Hons) in Chinese Language & Literature from the Hong Kong Baptist University. She joined Crown Hong Kong in 2000 and worked in the Records Management division, supporting the regional general manager. Her tasks varied from sales and account management to operations. In 2007, Mona transferred to Crown’s global headquarters in Hong Kong and took on the role of Group Quality & Client Relationship Manager for Crown Records Management.
In 2006, as part of Crown’s commitment to its continuing QUEST for service quality excellence, Crown introduced a new Customer Relationship Management (CRM) program and established the role of Quality & Client Relationship Manager. Mona Lai currently serves in this role, managing the systems and training the global staff, as well as executing and evaluating customer feedback processes.
One of Mona’s primary functions is to support Crown’s account management teams around the world as they serve their local, regional and global clients. Although the records management teams across the world are quite diverse in culture, their corporate objectives and account management responsibilities are the same.
All of Crown’s worldwide account managers share the desire to deliver top quality service to their clients. Functions such as collecting and reacting to customer feedback, establishing and tracking client-customized KPIs (Key Performance Indicators) and reporting requirements are essential aspects of their roles. Using the CRM database, Crown’s Account Managers are able to speak a common language and meet their clients’ needs more effectively.
All locally developed CRM systems have been fully integrated into the group system, enabling all of the international offices to identify regional and global opportunities for its clients, and easily share information amongst Crown’s 250 worldwide Management Centers. Since the CRM system is linked to Crown’s other operational and invoicing systems such as CrownInteract, RMweb.net and RMi (Records Management Invoicing), Crown is able to better understand its clients’ needs, improve its level of account management and continually improve its service delivery. Mona strives to build on the company’s strategic vision of being the most customer-friendly records management provider in the world.
Philip Britton, group vice president of Crown Records Management noted, “our CRM system has unified the sales and account management teams across the globe. The detailed reporting provided by the system helps us monitor and improve our relationships with existing and prospective clients, as well as help us refine our account management strategies. It helps ensure timely account review meetings and serves as a central reference point for industry trends and for regional and multinational client specifications.”