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15 July 2014

CW500: Digital customer engagement

Being digital does not mean getting rid of the call centre, nor is it about keeping costs down. With the economy picking up, organisations need to embrace being digital by default. Examples like the DVLA's digitisation of vehicle tax disc renewals shows what is possible when the customer is put at the heart of the business process and customer experience is given a top priority. Speaking at the CW500 Club event in June, Mike Havard, director of customer management consultancy Ember Services, described how a fast-moving consumer goods (FMCG) company redeveloped its call-centre strategy and created a far higher level of interaction with its customers. Describing the company's transition, Havard said: "Alcohol and nuts are not just the menu for a great party – they represented half of the helpdesk queries at this FMCG company two years ago. Now it receives virtually zero calls relating to alcohol and nuts." More CW500 articles CW500: IT infrastructure for data protection CW500: No more email? Why companies are turning to ...

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