CLS invests RM3m more in Capital Assets -----------------------------------------------------------------------------------------------------

Sept 15, 2004 - The Star


CUSTOMER Loyalty Solution (CLS), a total loyalty-marketing solutions provider, said high customer demand had encouraged it to expand its capital assets, human resources and technology, involving an additional investment outlay exceeding RM3mil.

It said in a statement that demand for loyalty-marketing business process outsourcing (BPO) had risen phenomenally in the last eight months and driven the company to enhance two of its five business processes.

Chief executive office Nyang Koon Seng said:" This new initiative was driven by high demand for outsourcing services.

"Apart from technology, call centre management and procurement and fulfilment services are imperative to the loyalty program supply chain.

"Organisations are seeking speed to market and improvement in high levels of customer service and therefore have turned to service providers like CLS to increase these efficiencies."
He said the new call centre would be able to manage inbound and outbound calls for multi-clients.

Meanwhile, the procurement and fulfillment depot would increase efficiency in purchasing and redemption services by providing high quality control on product inventory and packing , shorter fulfillment time and increase service level.

Close to RM1mil was spent on new tecnology applications, integrating both its dedicated call centre and procurement and fulfilment centre, he said.

Its technology system will be able to generate a variety of reports and analysis for client including detailed analysis description and points accumulation by each customer.

In the next six months, CLS will extend its technology capabilities and equip the depot with electronic data interface (EDI).

EDI is a tracking system that would enable customers to track the delivery status of their redeemed merchandise on real time via the Internet and short messaging services.

Nyang said CLS had been providing marketing BPO services for nearly two years. Among its clients are L'Oreal Malaysia Sdn.Bhd, American Home Assurance Co Malaysia, Kao (M) Sdn. Bhd. and F&N Coca-Cola (M) Sdn. Bhd.