Page 160 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 6: Technology for Customer Relations

 The customer feels good about the Organisation because their questions were answered Notes
promptlyleading to customer loyalty.

 The Web allows customers to help themselves. The customers have control over the rate
and direction of the inquiry and are left with a positive feeling. This is important because
customers with a positive experience are likely to use the site again and tell others about
it.
 In certain cases, human assistance is needed. This is particularly true for complex situations
involving problem resolution and decisionmaking.
 The Internet Call Centre is based on a combination of the existing telephone switch, call
management hardware and software, and award wining data networking capabilities that
can be combined for the customer using Professional Services group.

Issues with Web-enabled Call Centres

The issues encountered with web capabilities to support customer contact include:
 Customer reluctance to use self-service capabilities on the web

 Unresolved inquiries that require a follow-up call
 Additional training to learn new skills for agents
 Web capabilities used improperly by agents (web surfing, etc.)

Contact Centre Building Blocks

e-Mail

 Customers who prefer email
 Future changes planned for email
 The working of email process
 Implication of email process

 Ways to reduce the cost of handling email
Customers who prefer email:
 Customers are using their telephone line for the Internet connection or the speed is too
slow.
 Customers who are outside the country but they have bought the product.
 Customers who want to send documentation to some company as an email attachment.
 Customers who want a document trail that email provides, because they need to share the
information with others.
 Customers who want some knowledge about the company before buying any product.
 Provides customers with an alternate contact method, allowing them to choose their
access media and contact the call centre any time, from any location around the world
(customer satisfaction).

 Improves communication clarity and content, including the ability to attach supporting
documentation, brochures and troubleshooting guides. Enables customers to print

LOVELY PROFESSIONAL UNIVERSITY 155