Nikon gets a better picture of customer base

Imaging firm centralises its customer service model

Imaging giant Nikon has replaced its disparate customer relationship management (CRM) model with a centralised European knowledge management system to improve services.

The company has expanded its European customer base and changed its business model to support this growth, consolidating 12 separate country operations into a centralised on-demand resource.

It has deployed a knowledge management system, remotely hosted by service provider RightNow, to record, retain and organise customer information and interactions to provide a hub for all European customer-facing call centre activity.

Nikon has phased out its country offices and web sites and opened two pan-European call centres in Dublin and Sweden.

David Ward, CRM manager at Nikon, says the company has installed the centralised platform for inbound web and telephone enquiries. It is now working on the outbound element, which includes a marketing campaign management system that the firm will use to send targeted communications about its products to consumers, enthusiasts and professionals.

Ward says benefits include greater opportunity for reports analysis, improved customer service, streamlined staffing and greater ability to trace costs.

‘Our customer service levels are now measured at 98 per cent and our profit and loss recording is now more transparent,’ said Ward.

The knowledge management system includes a database of 800 frequently asked questions in 11 languages, as well as manuals and software.

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