CRM Plays Vital Role in Private Sector Too

We've already written a little bit previously about how CRM is helping to improve customer service levels in public sector call centres, but now some new information has come to light showing the importance of effective CRM in the private sector too.

Statistics show that 64% of consumers who've rung a call centre with an on-line transactional query didn't feel as though the agent knew enough about the website to help them in an efficient and timely manner, and that a total of 38% of consumers ended the call without coming to a satisfactory conclusion i.e. sale abandonment.

Assuming that the customer doesn't give up on an on-line sale when they have a technical problem, there's still chance to recover their trust by providing a professional and informative support helpline. That's why it's important that call centre staff are well-trained on how to troubleshoot technical problems with the website, and that copies of troubleshooting documents are hosted using a trusted CRM program for them to read.

No part of the business can be expected to survive in isolation: the call centre, like a central nervous system, has to have links to every department. Contact agents should have access to all the information they need to do their job properly. Otherwise, customers are more likely to abandon the sale and walk away empty handed - in the direction of one of the competition.