Compaq launches new CRM programme

Compaq has implemented a new region-wide CRM programme, with a 25-seat call centre as the centre of a drive to improve customer relationships across the Gulf & Levant

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By  Mark Sutton Published  February 14, 2002

Compaq has opened a new 25-seat CRM centre at its Jebel Ali headquarters to serve the Gulf and Levant regions. The centre is part of a region-wide CRM programme that the company hopes will grow its customer base, strengthen existing relationships and increase revenues for 2002 by 15%.

“CRM is a sales strategy—it is getting to know what customers regard as a value add to them,” said Joseph Hanania, managing director of Compaq Middle East. “Much of Compaq’s strength in the Middle East comes from the successful relationships the company has built over the years, both directly and through partners. We intend to reinforce these relationships and create opportunities for new ones through the new customer programme we have developed.”

The CRM centre has 23 full-time bilingual staff, who will fill a range of sales, pre-sales and technical support roles, as well as some channel management tasks.

The new programme builds on Compaq’s experience with its call centre, which was established in June 2000 to server the region, and extends lessons learnt there to the whole enterprise and to channel partners. Complete sales force automation, using Siebel software as a base, has been rolled out, along with customer satisfaction feedback to gauge the success of the initiative.

“Lots of businesses think CRM is call centres, we had a call centre 18 months ago, what is important now is a complete renovation of our sales strategy and how we go forward. It is the key to building stronger relationships with a greater number of customers,” explained Karen Bell-Wright, Compaq’s CRM manager.

CRM sales agents are working with field agents in ‘virtual teams’ to handle customer accounts of all sizes, said Bell-Wright. Channel partners are also involved, as the company has in place a system to automatically forward leads to them from the CRM centre.

The performance of the CRM centre, which is only the second to be rolled out in 60 countries where Compaq’s Business Development Group operates, is so good that it will also be used as a centre of excellence to demonstrate the technology and principles to international customers.

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