Acer launches Middle East-based customer research and service department

Acer is among one of the first companies in the Middle East's consumer technology sector to deploy a CRM dedicated team.

CRM is a business approach used to provide faster customer service at lower costs, which increases customer satisfaction rates resulting in better customer retention. The aim of CRM is to maximize service levels and boost sales performance.

Staffed by a team of service and technology experts, Acer's CRM department was formed at the beginning of the year. The multi-lingual department has set the company ahead of other hardware providers in the region.

"The hardware market in the Middle East is competitive," said Naveen Sethi, CRM manager, Acer Computer (M.E.) Ltd. "Starting this new service has provided Acer with unique insight into regional spending trends, strengthening our position in the market."

Acer's CRM department, which is based at its regional headquarters in Jebel Ali Free Zone, is responsible for covering the entire Middle East, North Africa and Mediterranean customer-base. Supported by cutting-edge technology, the business unit's two primary functions are to handle incoming calls from customers, and to make outgoing calls to existing and potential customers. The CRM department will enable Acer to develop better communication channels, collect vital data such as customer details and order histories, create detailed profiles and identify new selling opportunities.

Motivated to increase market share in the Middle East, Acer has discovered that its new CRM department has made it possible to win new business and maintain existing customers. "Excellent customer service is about being aware of customer needs and reacting to them effectively," said Philip Ashkar, director of sales and marketing, Acer Computer (M.E.) Ltd. "The new business unit helps the entire Acer team to understand, anticipate, and respond to customer's needs in an efficient and consistent manner," said Ashkar.

Sethi added: "With this new resource centre in place Acer is able to measure, manage and improve customer profitability, behaviour and satisfaction in ways not possible before."