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Independent Survey Results Show That On-line Customer Self Service Is Not Fully Understood

A recent independent survey commissioned by Noetica, provider of easy to use call centre and CRM solutions, has shown that the uptake and implementation of effective Customer Self Service (CSS) is prevented by lack of understanding.

The survey questioned call centre management across five different industries, including automotive, banking, insurance and retail – as well as independent bureaus – and aimed to find out exactly how many businesses in the UK are embracing the Internet to better service their customers.

“What can be deduced from the results is that although UK companies are dipping their toe into the online revolution, they still have a long way to go,” comments Keith Symondson Commercial Director, Noetica. “81 percent questioned claimed that they respond to online customer queries within 24 hours, whilst only half understood the term ‘web self service. From personal experience it is unlikely this is an accurate picture, we have all been disappointed by the unresponsiveness of companies when you send them an email query’”

Such a result is worrying considering that eCRM, and in particular customer self service, should be at the centre of any web strategy. The Internet – if utilised correctly – can provide the added value of an additional channel of communication to build better customer relations, and intrinsically greater customer retention.

Perhaps the revolution is simply delayed? Within the next two years 62 percent of respondents believe that web communication will account for 30 percent of their customer queries. Not surprisingly, due to recent high-profile difficulties in moving online, it is the retail sector that is most pessimistic about the uptake of eCRM, with 40 percent believing the figure will be less than 10 percent.

“Of those surveyed which had existing call centres, few seemed happy with the idea of CSS, which is, in effect, a complementary technology when used effectively. There appears to be much confusion about implementing complementary communication channels and integrating them with existing software and databases,” said Symondson.

The main issues preventing the uptake of technology cited from the respondents ranged from “Our customers don’t like using the web, and prefer the traditional face-to-face or phone as a method of communication when dealing with sensitive data,” to “Most users are still cautious of the web,” and “A high percentage of people don’t trust themselves to use the technology correctly. The main objection was obviously security, which still continues to be seen as a huge obstacle.”

“What can be learnt from these results is that the migration of call centres into contact centres encompassing all types of communication – both voice and data – is being delayed through ignorance,” concluded Symondson. “This means that those companies that embrace eCRM now will be the ones that have a long term competitive advantage.”

Survey results and a more detailed breakdown can be obtained from Martin Brindley / Natalie Johnson at MCC International. Please contact 01962 888100.

About Noetica

Established in 1997, Noetica is a leading developer of innovative software solutions for successful management of any call centre. Noetica’s solution - Synthesys has been designed specifically to enable non-technical staff to have complete control of the call centre. Synthesys key features include customer relationship management (CRM); callflow/script designing, service call centre management and support; outbound campaign management; web compatibility and computer telephony integration (CTI).

Part of the privately controlled holding company the Scandex Group, Noetica is based in Clapham Junction, London, with strategic partners throughout Europe, Canada and the US. Noetica serves a broad range of industries, including the public sector, finance and telecommunications.

For further information on Noetica, please visit http://www.noetica.com.

Synthesysä is a registered trademark of Noetica

Editorial Contacts

Interviews, photography and further information are available from Martin Brindley or Natalie Johnson at MCC International.

Martin Brindley / Natalie Johnson
MCC International Ltd
Tel: 01962 888100
Email: martin.brindley@mccint.com
natalie.johnson@mccint.com



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