Tesco buys into SaaSy CRM

Tesco has adopted on-demand CRM technology to improve customer service for people buying electrical items from the retails giant's stores or website.

Working with hosted CRM software specialist RightNow, Tesco has rolled the technology out to a handful of its call centre staff in the tech support of its electronics division, Tesco Digital.

The system allows customer services staff to manage and log customer interactions via the phone, email and chat to help improve understanding around the reasons why people contact the business.

The aim is to provide consistent responses to customer queries when they buy technology products from the online catalogue Tesco Direct or from Tesco stores.

Rod Brown, managing director of Tesco's tech support group told silicon.com: "We like this technology because it's very customer-centric and we're a very customer-centric organisation."

The plan is to roll the technology out across the Tesco Digital business during the course of 2009. Other areas of the business may be considered at a later date.

Brown said: "The idea is that we also make it available to our staff in store. If we're going to build a knowledge base like this, it's better [to roll it out to all] people across the estate."

The hosted approach for the CRM software means the tech support team can focus on helping customers rather than having to deal with maintaining the application.

Of the implementation so far, Brown told silicon.com: "It does look to be very successful. The early indications seem to be that customers are receiving a good service."

"The product is giving us a very good knowledge foundation which will be invaluable," Brown added.