The last word in customer service

Pro

1 April 2005

When Heineken Ireland wanted to run a customer relationship management programme at its call centre, it needed a system capable of identifying its customers and routing them to the appropriate agent.

The Irish subsidiary of the Dutch brewing company employs 35 customer service representatives and handles up to 14,000 inbound calls and 60,000 outbound calls every month.

The brewer chose a combination of a multi-channel interaction system supplied by Apropos Technology, with the Siebel Consumer Goods software suite.

The Apropos system indentifies customers and can direct their calls to the agent best qualified to deal with their needs. Before the new system was in place, inbound calls could be answered by any member of the call centre staff. ‘We were missing the opportunity to forge closer relationships with individual customers,’ commented Eileen Hadden, customer services manager with Heineken Ireland.

The telephony features in Apropos’ interaction system displays customer information on the agent’s screen. As Heineken supplies beer to a large number of pubs, many of which have the same name, the system can now let staff know exactly which customer is calling.

Hadden claimed that since Apropos was installed, Heineken’s rate of abandoned calls is 1 per cent. Average call holding time has been cut to 10s.

The brewer is also using the system’s reporting functions to monitor overall performance at the call centre, in addition to that of teams and individuals.

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