Tesco adopts CRM software to improve customer handling in call centres

by Noelle McElhatton, Marketing Direct 07-Apr-09, 08:00

LONDON - Tesco has introduced on-demand CRM technology to improve customer service for people buying from the retailer's stores or website.

Working with CRM software vendor RightNow, Tesco has adopted the software in call centres supporting its electronics division, Tesco Digital.

The system allows customer services staff to manage and log customer interactions via the phone, email and chat to help improve understanding around the reasons why people contact the business.

Tesco wants to provide consistent responses to customer queries when they buy technology products from the Tesco Direct catalogue or from Tesco stores.

The technology will be rolled out across the Tesco Digital business in 2009. It will also be available to Tesco staff in store.