Online partnership makes e-complaints easier to swallow
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Companies using the internet to communicate with their customers can now manage more complaints and inquiries, due to a partnership between Swallow Information Systems and Kana Communications.

Together, they will provide e-businesses with a multi-channel solution for customer contact management covering all forms of communication including web form, email, telephone, fax and letter. Swallow is the first reseller of Kana products in the United Kingdom.

E-businesses will be able to track all communication, so a comprehensive customer profile can be built and a personalized acknowledgement can be sent when the transaction is complete. This will ensure that customers’ expectations are met, orders are accurate and the number of incoming questions is reduced.

The Kana system is highly scaleable so that large volumes of email inquiries and complaints can be managed without a fall in the quality of service, and information can be recorded from email traffic. Self-service options allow companies to minimize the volume of incoming comments. E-businesses can also use Kana Connect to deliver individually targeted email messages to customers.

“Managing customers is even harder for e-businesses than offline companies because of the potentially huge numbers involved,” said Bill Bostridge, vice president of sales at Swallow Information Systems. “Integrating our CRM solutions with Kana’s web-based communications throws us firmly into the e-commerce arena and provides the scaleable technology online businesses need to develop a relationship which manages every customer.”

“There is a growing need for companies to extend customer management strategies to include the e-customer,” said Michael McCloskey, chief executive officer of Kana. “Offering excellent online service, recording contact information and delivering electronic direct marketing campaigns based on customer-led requests is where companies selling online can really differentiate themselves.”

Swallow’s flagship product, Charter Continuum, enables organizations to manage all customer interaction in one scaleable solution, accessible by multiple departments across the enterprise. It also supports WAP (Wireless Application Protocol) and SMS (Short Message Service).

Swallow’s customers include Staples, Toyota, Rowenta, Canandaigua Wine Co., McDonald’s (UK) and British Telecom. The company was founded in 1990 and has offices in Beverly, MA and London, UK. 


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