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While newer support channels such as social media and chat dominate the headlines, contact center based interactions still dominate the core of the service and support economy. A significant number of service requests come directly to the contact center and call volumes have increased nearly 8% over the previous five years. As a result, effective resolution of service issues in the contact center becomes extremely vital in driving customer-facing, operational and financial performance. For an organization to aspire to be Best-in-Class in overall service and support, a lack of focus on this bread-and-butter medium could lead to dire consequences.

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The Contact Center in a Profit Centric Service Organization

Although most companies believe that they deliver good customer service, many admit that they do not adequately leverage their customer relationships to gain the insights needed to personalise their value propositions.

Gathering intelligence from multiple sources such as social media, customer service centres and online support, and then transforming that intelligence into productivity improvements are vital steps in transforming customer service in the digital age.

Written by: Economist Intelligence Unit
Sponsored by: Microsoft

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The Empowered Customer: Productivity Enhancements in a Digital Era