ABSTRACT

Mr Tony C Leung

Marketing Director, Greater China Division

Compaq Computer Limited

Optimizing Customer Satisfaction with Customer Relationship Management

Today's consumers are increasingly demanding. They look for choice, convenience, speed, value-add, discounts ... but most important of all, they want high quality customer support and satisfaction.

Consumers are posing serious challenges to businesses. In order to meet consumers� demands and keep customers, businesses have to re-engineer their business process, model and service delivery methods to be faster, more efficient, proactive, responsive and open to customers.

Many businesses today are already using the Internet for web-based selling, confirmation of orders, delivery of information, payment settlement and so on.

Another way to support customers and to enhance the quality of service is the use of call centre. A call centre provides customers with a single interface to a full range of service support and timely problem resolution. In addition, a call centre creates a powerful avenue for increased business opportunities, enabling companies to expand their prospect databases, improve customer retention through loyalty programmes ... ultimately increasing customer satisfaction.

Compaq uses call centre technology in its provision of services to its customers here and elsewhere in the world. Compaq's call centre services range from online sales, service support to problem enquiries.

With its call centre design, implementation and management expertise, Compaq is well positioned to offer its experience as well as strategic thinking to help other organisations setting up their call centres.

In this presentation, Tony Leung, Marketing Director of Compaq Greater China Division will outline the business benefits of call centres. He will explain how organisations can take advantage of this powerful infrastructure to help them to further improve their quality of customer service.

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