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Accenture says CRM tools do not result in better service Widespread and costly investment in customer relationship management (CRM) tools has not resulted in better service, according to Accenture. reports that a survey of 1 000 UK consumers by the consulting firm found that more than two thirds thought customer service had not improved over the past five years, despite companies investing in CRM systems.

In addition, over half of respondents had switched service providers because of poor delivery.

"These findings are troubling for any industry with heavy customer interaction, given that poor service was the main reason for respondents changing SPs," said John Freeland, global managing partner at Accenture`s CRM practice.

"Winning companies strike the right balance between using technology to help reduce costs, and streamlining the customer experience with well-considered processes that contribute to more personalised services."

One in five of those questioned cited `technologies that delay or stop service` as a key annoyance, but being kept on hold too long was the primary problem

Tags: CRM