Steve Downton says forward-thinking companies are linking their service organisation and call centres into an overall relationship management strategy.
Intergrating service and call centres is a way of lowering
costs and improving service. Many companies have also recognised
that the ultimate value of linking these two departments is
to manage the way the customer interfaces with the business
and create an effective relationship management strategy and
system of delivery.
The ability to recognise and manage customer interaction
is of growing importance. Different customers have different
levels of skill and different needs; and providing for these
different needs means each customer will feel more comfortable
and hopefully be more loyal.
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