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BSkyB, which handles up to one million calls a week, is investing in CRM to improve customer retention, gain 1.3 million new customers and raise its revenue per customer from £321 to £400.
The broadcaster hopes to improve the way employees use its CRM systems by rolling out Knowlagent's Agent Performance application to more than 5,500 call centre staff across the UK.
The move reflects the concern that although most CRM roll-outs are technically successful, almost half experience problems in using CRM effectively.