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Creating an impact in CRM
Friday June 20th 2008. Posted: 09:30
The customer relationship management (CRM) team in BT Global Services has launched a new website with content designed to de-mystify CRM and equip BT people with the tools they need to take advantage of huge opportunities in hosted contact centres.
Ruth Rowan, head of CRM product and proposition marketing, said: “BT now supports more than 1,000 customers across over 4,000 contact centre sites and over eight billion minutes on the global network. “Growth is continuing steadily with global expansion and plenty of new name customers. But, perhaps most excitingly, there is a real market opportunity to exploit around hosted contact centres and BT is in just the right position to exploit it. “BT has a highly compelling portfolio of operational hosted contact centre offers unmatched by any of our competition. We are managing the deployment of the world’s largest hosted contact centre of 32,000 seats and have more experience in developing and deploying hosted contact centres than anyone else in the market. “But we need to make an impact. Eighteen months from now our early advantage will have eroded and our competitors will have caught up.” The CRM team has simplified messages, developed new case studies, collected customer testimonials, assembled press coverage and clearly articulated the CRM propositions and capabilities. The new website brings together the information and hosts a new, easy-to-use customer-facing brochure that examines the importance of ‘creating world class customer relationships’, a multi-media CD that explores all CRM capabilities and an internal CRM messaging handbook for everyone working in, or talking about, CRM. Andrew Small, head of the CRM capability unit, said: “As more of our customers look to drive efficiencies in difficult market conditions, being able to strip assets from the balance sheet and operate an operating expenditure model is an attractive proposition. “We need to capitalise on our situation now. We need to shout loud and clear about BT’s capabilities and, where possible, push customers up the adoption curve for hosted contact centre services. This pack equips us to do that.” Ruth Rowan said: “We’ve created something that will really resonate with customers, demonstrate we understand them, challenge their own thinking and encourage them to engage with BT." Visit the website and take time to review the content: For more information contact Joanna Steed or join the CRM team at the sales conference at the MGM Grand in Las Vegas next week.
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Last updated:
11:55