Littlewoods seeks CRM savings

Retail group Littlewoods is adding customer relationship management (CRM) capabilities to its call centre facilities, to improve...

Retail group Littlewoods is adding customer relationship management (CRM) capabilities to its call centre facilities, to improve customer retention and increase revenue per customer.

The CRM application, from software provider Chordiant, is designed to allow customer service agents to deal with enquiries more quickly and in a more personal way.

David Hallet, group IT director at Littlewoods, said the software will allow the company to offer more services to customers and call centre staff to access up-to-date information.

"We expect the Chordiant JX Architecture will provide us with the means to communicate with each customer as an individual and turn interactions into selling opportunities," he said. "Agents will be able to suggest add-on sales and we can launch more targeted campaigns."

The software will link to Littlewoods' customer database, which was implemented in conjunction with software provider NCR last summer. Hallet said this will allow Littlewoods to easily measure return on investment, which is often difficult with CRM projects. "For example, we can take a particular group of existing customers and measure how much more they are spending," he explained.

The software is Java-based, which fits in with Littlewoods' current IT strategy, Hallet said.

"We are concentrating on getting a Java-based component architecture which will support further growth and give us internal benefits, such as cutting the time it takes to develop new systems," he said.

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