CUSTOMER RELATIONSHIP MANAGEMENT
1. The banking and financial service has been at the forefront of integrating CRM in their businesses. Discuss the role that analytical and operational CRM play in improving the efficiency of their processes and customer service.
2. Duron furniture Ltd. offers mass customization by providing multiple options for various components or features including different fabrics, furniture legs, or pieces that combine in numerous configurations? In the same light, explain the different levels of mass customization proposed by Gilmore and pine.
3. SERVICE CENTRE AUTOMATION AT COCA-COLA
Coca-Cola Bottling Unit (CCBU), a soft drinks manufacturer and distributor, is based in Lambeg, Northern Ireland. The company employs over 400 people, and has 14,000 customers. The service support team deals with a range of incoming calls that include complaints, orders, enquiries, delivery, and pricing.
The decision to install a single customer service touchpoint dates to 1996 when a customer satisfaction survey indicated that although customers generally felt they were receiving good service, they wanted a single contact point for customer service.
CCBU’s lack of a single contact point meant that inbound calls were not logged in a uniform way. This in turn hindered analysis of call content and frequency, and led to variance in the quality and consistency of responses to service queries. In addition, the company had no way of tracking if the advice given resolved the problem.
a. Analyse the requirement of contact centre for customer support services for CCBU.
b. Suggest the strategies to build the integrated customer contact information system.
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