Digital CRM hit by lack of budget

CRM chiefs have delivered a cry for help over the soaring levels of customer complaints, claiming that they simply do not have the resources to deal with rising consumer expectations.

In a survey launched by Lithium Technologies to coincide with National Customer Service Week, almost a third (31.2%) of CRM managers believe their biggest weakness is that they are forced to rely on old customer service techniques, while more than a quarter (27.2%) blame an under-investment in a consistent 360-degree customer service experience across all channels.

Time and time again, consumer surveys highlight three key gripes about contacting companies: having to deal with overseas call centres, being kept on hold, and an over-reliance on scripts. So it is perhaps not surprising to discover this survey highlights the same issues.

CRM budgets and demanding customers

But, in response, four in five (82.40%) CRM bosses believe customers have become more demanding over the past three years.
And more than six in ten (62%) admitted that having the necessary budget is the main issue their company faces in embracing a digital customer service environment, which most believe will solve the issue.

Katy Keim (pictured), chief marketing officer of Lithium Technologies, said: “This data highlights the ineffectiveness of traditional call centres in meeting rising customer expectations, as well as the growing need for UK businesses to explore new ways to engage customers, particularly in the digital sphere.

“Today’s customer expects a premium level of customer service and businesses that don’t evolve beyond the traditional call centre risk being left behind.”