Tesco is considering ways of using social networking to provide
better customer service.
Tesco Tech Support, which provides support for its home
technology customers, has just implemented a customer relationship
management (CRM) system, and managing director Rod Brown said he is
considering ways social networking could improve customer service
further.
Brown says the company is considering the use of social
networking in providing easy customer service.
He said, "We are clearly aware of it and its potential. Right
now we are discussing it, and the way any response we make will
integrate into the whole CRM system. We need to actively manage the
social networking space, and have it integrated with responses that
we would give to a customer contacting us by more traditional
routes."
Brown said the company's new CRM system will help to provide
staff answering calls with improved knowledge. Information will be
spread better around the organisation so staff can answer
customer's questions easily, however they get in touch.
"Our product range has improved over the last couple of years.
We have quite sophisticated home technology and customers need
support for that sort of product. We have not really provided that
in past in the way that we need to."
The CRM system was provided by RightNow.