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Customer Service and Relationship Building: The Responsive EnterprisePublished by: IDC Published: Aug. 4, 2004 - 14 Pages Table of ContentsTable of Contents IDC Opinion In This Study Executive Summary Situation Overview The Customer Service Representative: The Most Important Link in the Chain The 360-Degree View in Perspective The Customer Interaction Point Contact Center Quality Objectives Knowledge Management The Service Quality Versus Economics Debate IT Weaknesses in the Contact Center Future Outlook Toward a Vision of Integrated Customer Response Capabilities Figure: CSR-Customer Focus Multichannel Customer Incident Brokering Service Management and Reporting Knowledge Base and Knowledge Tools Customer History and Incident Data Vendor Offerings Standalone Products Essential Guidance Business Process Enablement Issues Implementation Issues Data Quality Performance Phasing in of Functionality Change Management Simplicity at the Desktop Key Strategies CSR Centricity Architectural Considerations Addressing Prerequisites Actions to Consider Learn More Related Research Synopsis AbstractThis IDC study examines the role of IT to help deliver responsive customer service from a single point of contact. Service is a vital component of customer relationship management (CRM), and nowhere is this more apparent than at the point where the customer makes contact with the enterprise. Optimizing the capabilities of the customer service representative (CSR) is an aspect of competitive differentiation that organizations should examine more closely. The goal is to provide the dual advantage of improving the end-to-end service experience, while at the same time reducing the high cost of escalations and callbacks. Success in achieving this is predicated on: Clearly establishing the information and functionality requirements for rapidly resolving customer issues from a single point of contact Leveraging available technologies to deploy this information and functionality in a simplified, high-performance user environment Implementing in accordance with the sensitivity of the contact center environment and its linkages with other operational elements of the enterprise" To be able to function effectively, the customer service representative must be empowered with the right information at the right time. This must be presented in a manner that reflects the highly specific needs of an individual interaction, while drawing from a wide range of sources. Where this is more pronounced is within organizations where CSRs function in both service and sales roles. ? Jacob Stoller, contractor for IDC's Solutions Research Group Get Full Details About This Report >> |
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