The challenges facing corporate customer service organizations have never been tougher. There was a time when customer service was perceived by most companies as little more than a necessary evil. The hallmarks of success were metrics associated with efficiency, such as rapid handle times, and for many companies, the only concession to “good”customer service was making sure that abandon rates didn’t exceed the industry average.
Today, while efficiency and cost control are still important, creating a positive customer experience has become a top priority. Whether it’s delivered via a traditional call center, the Web, email, a mobile device, or in person, customer service is now seen as a differentiator that can provide companies who excel at it with a significant competitive advantage. The lines between marketing, sales, and service are blurring, and all three are expected to make a contribution to the top line. The customer experience, a central driver of customer loyalty, is now a key component of the total sales/marketing effort. This has led companies, in many cases for the first time, to begin looking at the customer service experience from the customer’s point of view – and with good reason.
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