Bookshelf:CRM and call center
CRM and call center
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Better customer service through technology: Tips and techniques
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Excerpted with permission from the third edition of "Integrating People with Process and Technology," authored by Jon Anton, Natalie L. Petouhoff and Lisa M. Schwartz, Copyright 2003. Published by The Anton Press, a division of BenchmarkPortal Inc. ISBN 0-9630464-3-8. For more information about this book and similar titles, please visit The College of Call Center Excellence.
In this excerpt you'll find:
Chapter 7: Customers are People, Too -- Calculating Customer Lifetime Value
Chapter 8: Measuring People Who Provide Service in a Call Center
Chapter 9: Benchmarking Your Organization for Higher Technology ROI
The employees who service your customers include everyone -- from the IT department to salespeople to the agents who will take customer service or help desk calls. Whether employees are directly providing service or are part of the infrastructure support, they all do work that directly affects the customer's perception of the company. Directly or indirectly, employees can affect whether the customer remains loyal to the company.
The Value of Customer Satisfaction
Corporations of all sizes are coming to understand that customer
satisfaction:
Too many companies, however, still rely on outdated and unreliable measures of customer satisfaction. They watch sales volume. They listen to their sales reps and managers describe the state of mind of their customers. They track and count the frequency of complaints. They monitor accounts receivable reports recognizing that unhappy customers pay as late as possible, if at all. While these approaches are not completely without value, they are no substitute for a valid, well-designed program that formally and systematically measures customer satisfaction.
Executives need to have a way to calculate the value of a
customer. We have found that companies generally start with
technology without understanding the precursors that make a system
successful. To reap a sizeable ROI for a system, a company has to
understand the financial correlations among:
Read the rest of this excerpt and download Chapters 7, 8 and 9:
Chapter 7: Customers are People, Too -- Calculating Customer Lifetime Value; Chapter 8: Measuring People Who Provide Service in a Call Center; and Chapter 9: Benchmarking Your Organization for Higher Technology ROI
Read other excerpts and download more sample chapters from our CRM and call center bookshelf
To purchase the book and similar titles, please visit The College of Call Center Excellence.