Hot Seat: Dror Pockard
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Amdocs Ltd. is not a vendor that sells and runs. It stays the course to ensure its customers' success with its products, says Dror Pockard, president of Amdocs/Clarify CRM division. In fact, nearly 90 percent of Amdocs' revenues are derived from services. Amdocs/Clarify CRM shares its parent's philosophy. Pockard recently discussed that approach and more with CRM magazine. CRM magazine: CRM vendors sell systems that help businesses retain customers, but don't always stick around to examine whether the systems were effective as promised. Whose responsibility is it to ensure customer retention? Dror Pockard: From my perspective it is my responsibility to work with our clients to help them ensure they are retaining customers through the proper use of our software and of CRM processes. Clients today aren't buying products, they're buying solutions to business problems. Amdocs is not pushing products, but is providing solutions. CRM magazine: How can companies use their call centers to help retain customers? Pockard: Companies are fighting for their lives, and the only way to stay alive is to retain customers and cut costs. So, managing the different channels [for example, phone, Web chat, email] is very important in the life of the call center. However, the ability to integrate all the channels in the call center and benefit from that is not quite there yet.
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