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Voice of the Customer

On the back of the new ?Which report, which names and shames the worst UK call centres with BT, TalkTalk and Scottish Power being rated the worst, Daniel Heck, SugarCRM’s Senior Director of Marketing EMEA, comments:

“Businesses must start putting the customer first. We’ve developed a culture of immediacy, where customer-facing employees are expected to respond immediately to any query or complaint, with the right knowledge in hand to help. But in order to do this, they not only need to be equipped with a breadth of knowledge about products and services, they also need a full view of the customer that they are dealing with.

“If employees are unable to quickly access and understand the information held on customers these days, it will be of little use to anyone; leaving customers dissatisfied and brands at risk of not only a damaged reputation but lost business too.

“The technology is out there to give customer services front-line staff access to the most up-to-date information on the customer. The likes of Customer Relationship Management (CRM) solutions not only inform employees on the product or service the customer is calling about, but they also ensure that staff are up to speed on the latest contact the company has had with the customer.

“It’s this ability to deliver a first-class customer experience that has the power to set a business apart – it’s what will make customers come back time and time again.”

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