Fine-tuning a Sales Strategy.

The article reports on the improvement in the service offered by the customer service center of lens retailer 1-800 Contact Inc. in the U.S. as the company employed the business intelligence (BI) technology. Through the application of BI, the company's information technology and marketing staff determined that the lack of qualitative customer service information cannot boost sales. With this, a BI analysis tool that filters trading data all the way down to agents answering customer calls was implemented, resulting to a more favorable outcome that changed the behaviors of both agents and customers. According to James Hill, manager of the 1-800 Contact's data warehouse, the company's call center agents have boosted sales by the use of BI information that changed their approach to customers.