STC prepares for competition with call centre project

STC signs up Logica to deliver a customer contact centre, which will offer 24x7 support and improve customer service.

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By  Greg Wilson Published  November 5, 2002

Faced with competition in the mobile telecoms market by 2004, incumbent monopoly operator, Saudi Telecom Company (STC) is embarking on a customer service drive.

STC has signed a deal with Logica for the deployment of a customer contact centre, which will offer 24x7 customer support, improve response times and provide a single point of contact for inquiries.

The solution will combine STC’s existing call centres in Jeddah, Riyadh and Dammam into a single ‘virtual’ call centre, enabling the monopoly operator to reduce operating costs and increase effectiveness.

When deployed, STC will be able to route calls efficiently to the three call centres, manage call centre staff, record voice calls and introduce new channels of communication — including short message service (SMS), interactive voice response (IVR), and fax — to its customers.

Cisco Systems will work alongside Logica providing the Intelligent Contact Management software and customer specific functionalities.

The initial phase of STC’s customer care strategy will focus on ‘communicational customer relationship management (CRM) — basically the building of an infrastructure to support more efficient handling of customer enquiries.

The remaining two phases will include operational and analytical CRM. Operational CRM aims to build a unified view of each customer, while analytical CRM looks at firstly segmenting the customer base and then targeting specific services to existing and new service subscribers.

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