Cost-effectiveness is driving a boom in call centre operations in countries like India and the Philippines, where an educated workforce is churning out customer support, and profits, while earning relatively little compared to their counterparts in the developed world.
Micros Fidelio gains the 360-degree advantage
Softline Accpac's ability to provide true integration in a single package has made the sought-after 360-degree customer view a reality for Micros Fidelio, a leading international provider of hospitality management systems.
The company recently implemented a R1.2 million Accpac solution which includes a nationwide call centre, CRM and back-office service management solution, and also provides full GPRS capabilities for live PDA updates.
MD of Micros Fidelio Peter Booth says the company's existing call centre software was inflexible and costly to make additions to, and this is why the flexibility of the Accpac system is exactly what was needed.
“With its ability to fully integrate all channels of communication to the call centre from the company's diverse clientele who need 24/7 support countrywide through a help desk, as well as on-site support, Micros Fidelio now has a single-view of its clientele, ensuring that efforts from various departments are not duplicated,” Booth says.
The implementation of the Accpac solution was prompted by a need to upgrade the existing Accpac financial software, as well as a need to achieve a more holistic perception of client's information as a basis from which to streamline all the company's systems.
“The flexibility of the Softline Accpac solution provides realistic and measurable performance. There is no doubt that its ability to automate a series of processes will give us a competitive edge,” says Booth.
While the government firmly supports local businesses in making South Africa a preferred offshore call centre destination, skills shortages here could impede potential growth. Keith Fenner, Strategic Sales Director, Softline Accpac, says by giving call centre agents access to the data they need, South Africa could realistically outperform international competitors in terms of the service they provide.
Customer Relationship Management (CRM) software is the tool which enables exceptional service. It gives call centre staff access to detailed information about customers - something other countries have not yet mastered. An integrated CRM database gives call centre staff access to the information they need to answer queries, while working alongside the customer who has simultaneous access to the database.
With South Africa already such an attractive call centre option both in terms of language and time zone, as well as offering competitive labour rates, integrated CRM could prove a critical differentiating factor when it comes to bidding for international contracts. Government should, therefore, says Fenner, not only look at investing in people and infrastructure to boost service at call centres, but should also consider the huge advantages in investing in an integrated CRM solution. An effective CRM solution is proven to increase customer loyalty and retention.
The true benefit of a CRM strategy can, however, only be realised if it is measured, reported on and, ultimately, acted on. It is not enough to simply record contacts made to the call centre to improve customer service. It`s the way in which you use and act upon this information that will make a difference to customer service.
To get to the core of customer expectations, Fenner says you have to harness all the CRM data gathered from telephone calls, Web chat and e-mail interaction. "This empowers call centre agents and managers with a complete view of their customer, from why they bought a specific product to how they are responding to a particular promotion or how they prefer to be contacted," Fenner says. "This then enables them to reinforce the positive and eliminate the negative, by improving the customer experience."
"CRM is not a new idea when it comes to business and doing business. Knowing your customer intimately enables you to serve them better and add value, boosting their loyalty and giving you undeniable competitive advantage," Fenner says.
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Softline Accpac
Softline ACCPAC is a global provider of business management applications including accounting, CRM, warehouse management and HR to the mid-range market. Its solutions are delivered to 130 countries exclusively through its network of over 5 500 solution providers worldwide and 130 throughout Africa. Softline Accpac`s product line includes: Accpac CRM, Accpac ERP, Accpac Business Analysis Suite, Accpac Warehouse Management System, Accpac RMS and Accpac Insight.
Softline
Softline is a leading provider of accounting, payroll and CRM software solutions to small, medium-sized and large companies. Founded in 1988 by Ivan Epstein, Alan Osrin and Steven Cohen, Softline was established during the formative years of the software industry and listed on the JSE Securities Exchange South Africa in February 1997. Softline expanded to establish a strong position within its area of focus in South Africa and Australia.
Focused on the development of accounting, payroll and CRM software solutions, Softline has a 16 year track record as a market leader. The group has a broad range of products offering users a variety of software solutions to run their businesses efficiently. Softline`s leading brands include Softline Accpac, Softline Enterprise, Softline Pastel (Accounting and Payroll) and Softline VIP. The combination of the group`s product offerings, provide Softline customers with comprehensive, well-branded accounting, payroll and CRM software solutions.
In November 2003, Softline was acquired by Sage Group, an established FTSE 100 company. The group includes market-leading businesses throughout the United Kingdom, Europe, North America, South Africa and Australia, supplying business software to the small, medium-sized and large business community.
Softline has a solid track record of profitability and cash generation. The group delivers quality accounting, payroll and CRM software solutions that improve the efficiencies of businesses around the world.
Sage
The Sage Group plc, an established FTSE 100 company, is a leading supplier of accounting and business management software solutions and services to 5.2 million small and medium-sized clients worldwide. With over 13 000 employees, the Sage Group comprises market-leading businesses throughout Europe, United Kingdom, North America, South Africa and Australia. Its products and services are sold through a global network of 23 000 reseller partners, 40 000 accountants as well as directly to clients from Sage companies throughout the world. For the financial year ending 30 September 2006, the Group`s revenue grew by 22% to lb935.6 million and the operating profit rose by 18% to lb235.8 million.
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