Establishing the right working processes and systems is vital if companies are to please their customers, one industry expert has said.
Speaking to Call Centre Focus, David Mills, vice-president for customer relationship management sales with Oracle, said that these are the fields on which British firms need to concentrate to improve levels of consumer satisfaction.
He was speaking after research from Oracle released earlier this month identified that UK companies lag behind the rest of Europe in the provision of customer service in call centres.
Information systems were cited as a key way in which enterprises could hone their efforts to improve performance.
"There are high levels of frustration over customer experience here in the UK," Mr Mills told the publication.
"People felt that companies were unable to deliver good service, as they do not have the right systems and process in place," he added.
The interview is released as Dr Adam Le Gresley, head of operations at Technology Means Business, notes that companies' web presences are playing an increasingly important role in sales success.
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