Hi-tech business…high customer relations

A recent survey by CMG, the European IT services group, reveals that over 50% of companies believe they will conduct 20% of their business over the Internet in the next five years.

The survey conducted at this year's Telebusiness show surveyed over 220 of the attendees ranging across a broad spectrum of business disciplines. Almost half of those interviewed acknowledged that customer relations were a key business issue and had implemented a customer relationship management (CRM) to substantiate this.

However, according to survey results 52% are still not taking advantage of the technology available which could help them provide best practice customer service, even though 96% admitted that technology will help improve customer service in the future.

Divisional director in CMG's advanced technology division, John Oliver said: "Technology offers organisations competitive advantage by enabling staff to be more responsive and efficient. The modern call centre is becoming more efficient through advances in technology and as a result, its traditional function is changing."

The expansion of the traditional call centre into the growing technological evolution has changed the definition of its capabilities. Call centres are now able to do much more than take and make phone calls. A recent example is the call centre set up by Kingston communications designed so companies can outsource their customer relations.

Kingston Communications chief executive, Steve Maine, commented: "The new business will target quality major companies seeking to outsource the management of their customer relationships on a long term basis."

The CMG survey explains that with the emergence of so many new channels within which to market, it is essential that organisations take advantage of the technology at their fingertips to reap the benefits in the future.

Julie Crisp