Specsavers adopts CRM platform for single customer view

Specsavers has deployed a customer relationship management system from Infor to improve customer visibility in its call centre operation.

Specsavers has deployed a customer relationship management system from Infor to improve customer visibility in its call centre operation.

The optician has gone live with the Infor CRM Epiphany platform to provide a single view of its customers to call centre staff.

Specsavers is using the Sales and Service components of Infor CRM Epiphany to support its client retention programme.

The system is fundamental to Specsavers' call centre programme as it streamlines customer information into one central database.

Prior to the adoption of Infor CRM Epiphany, Specsavers' call centre used spreadsheets and notepads to process customer data. This meant that customer information was often saved in disparate locations, which made a single view of the customer difficult to obtain.

Chris Corbin, IT manager at Specsavers, said, "Infor CRM Epiphany empowers users to respond to customers' exact requirements through access to in-depth, real-time customer information. This significantly enhances the customer experience and encourages loyalty."

The CRM system gives call centre agents greater flexibility to handle customer needs based on an understanding of that specific customer.

For example, customers who purchase disposable contact lenses from Specsavers can easily contact the call centre to postpone payments and further orders should they find that they have a surplus of lenses - rather than be bound to their monthly Direct Debit.

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