Page 159 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes  The availability of 24×7 support operations helped the company manage its clients
in a better manner, especially those located in Asian and European countries. This
resulted in improved customer satisfaction.
 Considerable decline in the overall costs was recorded by the company by
outsourcing its product support services to Flatworld Solutions.

Source: http://www.flatworldsolutions.com/call-center/success-stories/case-study-product-support-
services.php

6.2.1 Call Centre to Contact Centre

Web Call Centre Present Scenario

Web-enabled call centres were ranked as the number one area for future development in the
1999 call centre study. Twice the number of study participants is web-enabling their call centre
for customer contact.
Today potential customers are using the Internet to view goods and services, making the Internet
a preferred, cost-effective method to interact with customers. The Web page is a virtual storefront
where customers interact with your business.

 Merging of the Internet and call centres will provide Web pages with an interactive
option.
 The Internet has added multimedia communications (e-mail, voice, text chat, or any
combination that solves the customer’s problem) to the role of call centres.
 A portfolio of solutions provided via the Internet and designed for unified customer care,
can help businesses meet the challenge of bringing to customers the best of both worlds—
The Internet and call centre-tie-up.
Access methods: From the web, email is the most common method for customer access to call
centres. The complete list of access methods (with the associated percentages of use for each)
includes:

 Form email (52%)
 Free form email (46%)
 Text chart (27%)

 Click-to-talk (11.5%)
 Voice over IP (VoIP) (2%)
Need for Web—Contact Centre

When the customer has a question, it must be answered before they complete the purchase. If the
customer is unable to get an immediate answer, the result is either lost business or an unhappy
customer.

 Combining Web pages and call centres allows customers to see the information- rich Web
page and get their questions answered immediately.

 The cost of handling is reduced, because the Internet Call Centre was able to respond
directly to the customer questions, thereby completing the transaction in fewer steps.

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