By John Oates, 17 January 2001 17:27
NEWS David Graham, MD at call centre operator Cincom, claimed there is a 'disconnect' between promises made and the reality of telephone shopping for many consumers. Although customer relationship management promised legions of happy customers for any business willing to invest a few thousand pounds in technology, callers have ended up being left hanging on the telephone, listening to muzak. A recent survey found a quarter of people were left angry and frustrated by their contact with a call centre. Graham said: "The industry has experienced extreme growth recently and these problems are a clear case of growing pains, but we can fix these problems collectively." He admitted that the traditional decision to leave call centre policy to telecoms managers was one problem. Graham claimed many companies now accept this as a problem and call centre policy is increasingly being run by managers from marketing or sales. However, telecoms managers still have a role to advise, said Graham. Looking forward, Graham said he believed the call centre of the future will include all multimedia channels and recognise individual customers and their preferences and treat them accordingly.
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