Tesco’s technical support division is rolling out a new customer relationship management (CRM) system to improve visibility of client needs.

Call centre agents at the digital division of Tesco Tech Support will be the first to use the hosted platform and will be able to log customer interactions via phone, email and chat. The recorded data is expected to help agents to respond to queries more effectively.

The RightNow-supplied system will also enable customers and the retailer’s contact centre agents to use online catalogue Tesco Direct as an additional tool to answer client enquiries.

“Usually a business of our size might want to cut down on calls and emails from customers; our aim is quite the opposite,” said Rod Brown, managing director at Tesco Tech Support.

Brown said that the system will “help customers get the support that they need at the time that they want it, and how they want it”. He said the system supports Tesco’s aim to ensure customers have a positive shopping experience and purchase again.