The UK online for Business programme provided a publications order line. Opportunities were identified to extend the contact centre services to embrace new channels and provide advice to SMEs (Small and Medium Enterprises). CNR was commissioned to establish a new Customer Relationship Management process and manage the implementation.We created a sound platform for the new service, by creating a consistent process for handling customer enquiries and specifying a new customer database. Our team also made sure that key profiling data was captured, wrote a knowledgebase for the front line staff to use in answering queries and provided training.
Service levels were improved through a consistent process of monitoring, control and active feedback sessions with communicators. A technical help desk was also set up and managed, to handle the small proportion of more specialised customer questions.
Initially the main channel for handling enquiries was the call centre, but with the rapid growth of the Internet, the contact centre was extended to embrace the new channels. Web-based services are now more prevalent than call handling.
CNR also developed and managed the fulfilment service for the contact centre, which distributes well over a million publications each year.
We have been closely involved in all aspects of the service for a number of years and customer satisfaction levels have been regularly tracked using mystery shopper surveys. The significant improvement in customer satisfaction in the early years has been sustained and 80% of users consistently report their expectations have been exceeded.
