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April 1, 2009

Tesco taps RightNow for tech queries

Hosted CRM aims to create single customer view

By Steve Evans

Tesco Tech Support has boosted its customer relationship management (CRM) options by implementing a platform from on-demand CRM provider RightNow Technologies.

Tesco Tech Support is a division of the retailing giant that provides help and assistance to customers that are buying technology products, either online or in store.

The new platform will initially be rolled out to workers in the Digital Division of Tech Support, and aims to help them offer more consistent responses to customer queries. Agents will also be able to log phone, email and chat conversations, providing a better view of customer queries.

Rod Brown, managing director, Tesco Tech Support, said: “Customer care is central to everything we do. Usually a business of our size might want to cut down on calls and emails from customers; our aim is quite the opposite.

“We want our customers to get the support that they need at the time that they want it, and how they want it; for that, we feel RightNow is the partner of choice and supports our aim to ensure every customer has a superb experience with us, will recommend us to friends and ultimately purchase from us again.”

Tesco hopes that implementing this new platform will enable it to gain a single customer view, helping it to understand and help the customer in a more efficient way, thereby driving loyalty.

The fact that RightNow offers a hosted CRM platform was one of the key reasons behind Tesco’s choice, said Brown.

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“Software as a Service (SaaS) is the simplest and safest way to store the knowledge. We don’t need to reinvent the wheel, which would just generate more work and ultimately cost, for ourselves. We will leave the technology behind the solution to the experts, and get on with providing the best customer service to our customers,” he said.

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