REVIEWER: David Dentry, general manager of customer relations, Nikon Inc.

BACKGROUND: Nikon, the world leader in digital imaging, precision optics and photo imaging technology, has long held a reputation for excellent customer support. As a result, the call center is considered the nervous system of the Nikon organization for delivering a premium experience that customers expect from the premier photography brand. The ability to connect, migrate and integrate its CRM system with other mission-critical business applications for a 360-degree customer view is crucial for Nikon’s business. One of Nikon’s biggest challenges has been keeping pace with the business, which releases new products every six months. This means the call center has constant pressure to answer questions about consistently shifting product lines. The Nikon call center has overcome this challenge with advance planning and CRM solutions to help automate and give customers the power to control exactly how they interact with our organization.

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