Customer relationship management (CRM) can deliver cost savings to call centres and other businesses, a new initiative highlights.
Research firm Gartner is joining forces with 1to1 Customer Awards to establish a standard of excellence for customer service.
"CRM is critical for every business and is not some fad to be swept away by a new business process," commented Adam Sarner, principal research analyst with the company.
He added that customer relationships developed in call centres, e-contact centres or other forums must be developed and nurtured if corporate success is to be sustained.
The new awards are hoped to illustrate how CRM telecommunications solutions can be cost-effective for companies, customers and shareholders.
Charter UK has noted that sophisticated communication is essential if companies are to retain customers and relate to their client base.
Some 55 per cent of firms surveyed by the organisation reported that customer service standards have improved since 2003.
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