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08.29.08 Enterprise Must Employ Old-School Tactics  By Jim Berkowitz In the global call center industry, business are not optimizing the value of their investments in customer relationship management practices according to the 2008 Datacraft/Dimension Data Global Contact Centre Benchmarking report. "Minimal progress has been made in adopting a more customer-oriented, CRM-based approach within the contact centre environment over the last 10 years," said Karina Majid, Datacraft Asia's General Manager for Customer Interactive Solutions. "When we compared this year's findings with those from our inaugural 1997 Report, the picture is not positive." The report found that 38 percent of call center mangers believe that a call center representative's ability to resolve an issue during the first call is the most important factor in service improvement, while 74 percent rated it in the top three.
Another factor is the time the customer waits before the call is answered had the second greatest impact on service improvement with 47 percent of participants ranking it in their top three. The communication and service skills of a customer service rep were ranked third with 34 percent putting it in their top three in service improvement. "This year's survey confirms that when the basic service components are firmly in place, customer service experience improves, and client retention accelerates," said Majid."When we compared these service components to the level of priority or attention organizations place on them, the results were enlightening." About the Author: Jim Berkowitz is a seasoned executive with more than 30 years of professional services and project management experience related to Customer Relationship Management (CRM) and Financial Management (Accounting & ERP) software solutions for small, mid-sized and Fortune 500 companies. As a Sales Force Automation and CRM Consultant, Jim has assisted more then 100 companies with the design and implementation of custom CRM solutions. Mr. Berkowitz is the founder and President of CRM Mastery, Inc.; a company dedicated to serving small and mid-sized enterprises (SMEs) by offering affordable tools and guidance to help them plan for and succeed with their CRM initiatives. |
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