Contact Centers Invest in CRM to Improve Customer Retention

<strong>London &mdash; Oct. 3 </strong><br />Enterprises are to up investment in customer relationship management (CRM) and unified desktop solutions in a bid to improve customer retention. This is according to a new report by independent market analyst Datamonitor: &ldquo;CRM in the Contact Center and the Emergence of the Unified Agent Desktop.&rdquo;<br /><br />The report estimates the global market for contact-center CRM licenses and services was almost $2 billion in 2007 and investment in CRM solutions in contact centers will increase at a compounded annual growth rate of 10 percent through 2013. Unified agent desktops &mdash; solutions that provide a complete view of the customer from one application &mdash; are expected to thrive. <br /> <br />&ldquo;Enterprises leading strategic goals are cost reduction and customer retention,&rdquo; said Aphrodite Brinsmead, analyst at Datamonitor and author of the report. &ldquo;In order to improve customer service and develop better agent-customer relationships, there is a demand for better user interfaces and for customer services agents to have more visibility into customer information.&rdquo; <br /> <br />The sluggish economy and fears of a recession will inevitably cause lower consumer spending levels that will impact organizations. As a result, there will be a tightening of IT and marketing budgets within enterprises. Enterprises need to improve customer service to retain customers, particularly where products are commoditized and customer service is seen as a differentiator. <br /><br />Towards this end, CRM solutions in the contact center are being deployed to help provide customer services agents with more detailed information on customers…



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