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Over 5,000 record attempts per year to be handled on-line in eCRM contract

London - 5th January 2001 - iForce, the UK’s leading e-fulfilment provider, has been selected by the Diageo subsidiary Guinness World Records Ltd., to handle all on-line customer communications with consumers for its new website The Guinness Book of World Records is one of the world’s most successful books with over 90m copies sold in 43 languages across 72 countries. Now, with, people from all around the world can submit world record attempts on-line as well as by traditional means.

iForce’s dedicated customer relations team in Northampton has already processed record breaking attempts ranging from the world’s largest condom (measuring 22 metres!), to the world’s most valuable piece of boxing memorabilia (the auction of Muhammad Ali’s boxing robe for $157,947).

The processing of all record attempts is a massive task, with many thousand applications received every year from all around the world, as people seek to join the prestigious group of Guinness World Record holders. iForce’s handling of the eCRM (electronic customer relationship management) means that it’s now possible for anyone with internet access to submit record breaking attempts on-line, provided that they have the appropriate sources of accreditation.

iForce will handle every aspect of eCRM for the website, from processing and management of record attempts; liaison with people trying to break records; as well as keeping existing record holders updated with Guinness World Records news.

Operations will be co-ordinated from iForce’s global eCRM facility in Northampton, UK, where the call centre uses the state-of-the-art Quintus multi-channel customer relationship management system enabling people to interact with iForce via ‘phone, fax, email and ‘web chat’.

Global on-line brand was launched in October 2000. Stephen Nelson, previously Managing Director of Guinness Great Britain, assumed hands-on responsibility for the on line development of the Guinness World Records brand in the Spring of 2000. The site is just the first stage in a programme of broadening the reach and scope of Guinness World Records business whilst preserving its unique heritage.

Stephen Nelson, CEO, said, "We have partnered with iForce to ensure that Guinness World Records are updated as efficiently and quickly as possible and that we make it as easy as possible for people to submit entries and interact with us. Through outsourcing our eCRM operation to iForce, we will minimise our overall costs and take advantage of the very latest multi-channel customer relationship technology."

Matthew Peacock, group chief executive, iForce added, "Already a large number of world record attempts are submitted on-line, and, as with any information intense process on the internet, specialist eCRM is critical to its success. Our investment in our 200+ person call centre and the Quintus system has positioned us well to take on such complex and high volume global customer relationship tasks."

About iForce

iForce is one of Europe’s leading e-fulfilment businesses, offering clients an end-to-end e-fulfilment solution including consultancy, e-analysis, stock management, customer service and logistics. Founded in 1998 as a division of a long-established fulfilment specialist, iForce has pioneered the development of traditional fulfilment skills, processes and technologies for the e-commerce world. iForce has approximately 200 staff and over 200,000 square feet of warehouse space in three locations serving the UK and Continental Europe. Clients today include Nokia, Sony, and In September 2000, iForce established a joint venture with Transportes Azkar in Spain as the first step in the development of its pan-European footprint.

This press release was distributed by ResponseSource Press Release Wire on behalf of Brands2Life in the following categories: Consumer Technology, Personal Finance, Business & Finance, Computing & Telecoms, for more information visit