In response to this, the company is launching a new call centre operation at its Peebles headquarters.
“One of the themes we have picked up from customers is that the Internet does not talk back to you and we aim to change that,” commented company managing director Mike Welch. “Our research has shown that people feel there is a general lack of access to expert advice within the tyre industry. By offering an expert call centre operation we believe we can win more business by making the experience of purchasing tyres far more interactive.
"As well as giving customers immediate expert advice, our staff will be able to check current market prices for tyres across the Web and do far more deals. Our aim is to ensure customers are coming to Blackcircles.com in the confidence that they are getting the best possible service and price."
Welch is also confident the new call centre will open up the opportunity of better connecting with many drivers. While ordering online has become second nature for many, he believes that, for the foreseeable future, a demand for more traditional purchase methods will remain. “A significant number of drivers are used to going to garages and talking directly to service assistants," commented Welch. "While they are prepared to use technology to equip them with information, they still want to ask someone for advice and to make the final deal."
New staff is being recruited for the centre and existing customers are being provided with additional training. Blackcircles.com is also investing in a new state of the art telecoms system. The call centre’s success will also be aided by an addition to the company’s senior management team following the appointment of Mary Lewis as head of operations.
Having worked in both the public and private sectors, Lewis has over 15 years experience of operations management in a wide range of sectors including retail, the Scottish Government, local government and the pharmaceutical sector. “I am looking forward to enhancing our call centre operations and will be overseeing the training of staff to ensure we are delivering the standard of customer service for which Blackcircles.com has become renowned,” remarked Lewis.
Since its launch in 2001 Blackcircles.com has experienced year on year growth, with turnover topping £8 million in 2007. Selling to around 100,000 customers, the company reports generating 30% to 40% referred business every month. (Tyres & Accessories/Staffordshire, U.K.)
