Specsavers focuses on customer service

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Specsavers has gone live with customer relationship management (CRM) software to enhance the visibility of its dealings with customers and so improve its levels of customer service.

Forty Specsavers users have been using the Sales and Service components of Infor CRM Epiphany software since August 2007 to support its client retention programme, the primary focus of which is to achieve customer service excellence and improve customer loyalty.

The deployment is key to Specsavers' call centre IT strategy as it streamlines customer information into one central database. Prior to its adoption, call centre staff used spreadsheets and note pads to process customer data, which meant customer information was often saved in disparate locations, making a single view of the customer difficult to obtain.

Chris Corbin, Specsavers' IT manager, said the high street optician chain chose Infor CRM Epiphany after a competitive market evaluation for its "functionality, reputation within the market and ability to scale and evolve with Specsavers' marketing strategy."

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

Specsavers is also looking to improve its processes and manage customer relationships more effectively. The new call centre software provides agents with greater flexibility to handle customer needs based on an understanding of that specific customer. For example, customers who purchase contact lenses from Specsavers by direct debit can now postpone payments and further orders if they have a surplus.

The software is also being used to automate and centralise field sales, telesales, account managers and call and contact centre agents processes, to increase customer intelligence.

The CRM deployment follows work to introduce reusable technology templates to accelerate expansion plans carried by Specsavers last year.

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