BT replies

One of the good things about eCRM is that you can effectively monitor, manage, and record inbound customer complaints and enquiries. In some cases it can assist you in identifying a complaint before it escalates to a formal stage. By recognising the major issues your customers have, you can better react to customer demand, and you can publish the things that you know will satisfy their concerns. It would be good practice to state to your customers that if they make an enquiry then they will get a response within 24 hours. It is best to offer your customer a selection of contact methods, and very important to give them a direct access to someone by telephone if their enquiry or concern is urgent. You can also pre-empt responses with information contained on your web site under FAQ's or within promotional material.