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QUICK BRIEF
Customer
Contact Centres
The old style
concepts of contact between customers and retail support services, via
telephone or letters, have been superceded by dedicated customer focused
Contact Centres and Call Centres. These deploy a variety of customer
relation management (CRM) solutions, which help to deliver the level of
service required by customers when contacting customer support.
CRM solutions are
designed to improve contact between customers and e-retailers. They
provide better information regarding customers and the status of their
orders. CRM services allow Contact Centre agents to quickly obtain the
order history for a product. Allowing problems to be identified and
resolved quickly.
CRM solutions can
also automate the interactions between the customers and support centers. Responses
to customers can involve variety of customer focused support mechanisms,
these include:
The
deployment of automated CRM services may have little effect, if the
customer does not also benefits from improvements relating to the products
and the Contact Centre. For
example, if customers telephone, or e-mail, a company because of late
deliveries, and their action does not provoke a response, the lack
of communication from the Contact Centre will lead to customers losing
faith in the e-retailer. In turn this situation may lead to customers
changing their loyalties and purchasing their products from another
e-retailer.
In order to
reduce the possibility loosing customers due to order related problems,
the Contact Center should be able to respond to the customer, very
quickly, in the preferred way such as by email / or telephone, to discuss
the customers request or provide an alterative solution if there are
problems with the order.
It is also
essential that e-retailers run a customer service training program for all
new Contact Centre support staff. This should also be backed up by regular
training updates to ensure that the e-retailer is providing a world class
customer service.
If you need
help with improving customer support, or wish to find out how Migrators
can help you implement / improve customer relation management, within your
company please contact our specialist consultant, by
email at contcentre@migrators.co.uk,
or by telephone on + 44 7973 167 005.
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