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Sunday, 05 April 2009 17:07

Tesco deploys CRM system to help customers buying tech products


UK retailer, Tesco, is to deploy a CRM solution from IT services vendor, RightNow, to help it improve the support provided to customers during their buying process.

Tesco’s Tech Support division which helps customers with any questions they may have when buying technology products online or from a Tesco store, has selected RightNow’s on-demand customer relationship management (CRM) solution to enable the retailer to give consistent responses to customers and to log customer interactions via phone, email and chat, giving them a 360-degree view of the customer.

Rod Brown, managing director, Tesco Tech Support, says the first users of the system will be contact centre agents in the digital division of Tesco’s Tech Support.
“RightNow will also provide customers and in-store customer service employees with the opportunity to self-serve via Tesco Direct, Tesco’s online catalogue, in order to find intuitive answers to their questions.

“Across all of its divisions, Tesco strives to offer great quality, range, price and service. Its customer care goal is to create value for customers to earn their lifetime loyalty,” said Brown.

According to Brown, once deployed, RightNow will support Tesco Tech Support’s customer care goal by giving them a single view of its customers enabling them to understand exactly why their customers contact them, helping them to respond accordingly.

“It will also empower agents and employees to respond to queries consistently and help customers to find answers to their questions via the web. As a result, RightNow will support a multi-channel approach to superb customer experiences.”

Brown said customer care was central to everything Tesco did and, “while a business of our size might want to cut down on calls and emails from customers; our aim is quite the opposite. We want our customers to get the support that they need at the time that they want it, and how they want it; for that, we feel RightNow is the partner of choice and supports our aim to ensure every customer has a superb experience with us, will recommend us to friends and ultimately purchase from us again.”

RightNow’s hosted CRM model was also a key deciding factor for selection by Tesco, Brown says, adding that “SaaS is the simplest and safest way to store the knowledge. We don’t need to reinvent the wheel, which would just generate more work and ultimately cost, for ourselves. We will leave the technology behind the solution to the experts, and get on with providing the best customer service to our customers.”


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