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Office Depot rolling out CRM in customer service drive

19th Apr 2011
Contributor MyCustomer
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Office Depot is in the process of virtualising its European call centre network and introducing a Software-as-a-Service-based CRM offering in order to improve staff productivity and boost customer service.

The office products supplier, which has 10 contact centres in eight countries across Europe, has already implemented Transera’s SaaS-based virtual call centre software in order to route phone traffic to available agents no matter they are located.

The firm is now in the process of rolling out RightNow’s CX multi-channel CRM platform, following a pilot project at the firm’s US headquarters. Its Belgian call centre, which caters to German-speakers, already supports email interactions with customers, while its UK office supports both email and fax activity.

The firm used to employ Outlook to handle email enquiries and a range of non-integrated disparate systems to look after other customer requests. But the aim is to complete the full roll-out of the system, which includes a Dynamic Agent Desktop to provide agents with a unified view of all customer interactions, across all territories by the end of the year.

Alexander Jaross, senior manager for Office Depot’s European telesales and contact centres, said: "The internal motivation is to improve productivity and efficiency, but the external one is to offer a better service by providing agents with a single, effective platform to handle all contact with our customers in a blended way."

Because of the size of the project, the company has appointed regional project managers to work alongside Jaross, who oversees the initiative at a pan-European level. Among other things, they are responsible for handling change management, which includes staff communications, training and ensuring a "taskforce" is available to handle queries on the shop floor as roll-out takes place.

Office Depot generated revenues of about $11.6 billion last year, some $4.1 billion of which came from its ecommerce business. It operates either directly or via affiliates in 53 countries around the world and employs about 40,000 staff.

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