Call centre staff could use customer relationship management (CRM) investments more efficiently, a new publication has suggested.
According to the results of the 2008 Datacraft/Dimension Data Global Contact Centre Benchmarking Report, a minority of the call centre staff surveyed said that their firm has established CRM capabilities and practices.
MyCustomer.com stated that the report included survey responses from a total of 300 call centres in 36 countries worldwide.
Karina Majid, general manager of customer interactive solutions at Datacraft, said there has been a "shift away from the tenets of CRM over the past decade".
She added that while basic service components, such as reduced waiting times, are now in place, more investment could be made in staff training.
However, she pointed out that self-service technology has led to call centre improvements, with an average of 31 per cent of all inbound transactions now carried out via self-service channels such as interactive voice response.
Earlier this week, Call Centre Clinic reported that a new video self service technology was displayed at a recent event in New York City.
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