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Essay / Research Paper Abstract
An 8 page paper discussing the ability that the call center has in shaping customer satisfaction and positively affecting customer loyalty. Businesses maintain large advertising budgets for the purpose of attracting new customers, but many need to place more attention on keeping the customers they already have. The call center holds an ability to maintain customers that does not exist in other departments. The paper discusses customer loyalty and measuring the quality of service offered through the call center. Bibliography lists 6 sources.
Page Count:
8 pages (~225 words per page)
File: CC6_KSmktgCustCall.rtf
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Unformatted sample text from the term paper:
advertising budgets for the purpose of attracting new customers, but many need to place more attention on keeping the customers they already have. Not only do companies stand to
profit more from repeat business, it also costs less keep an existing customer than it does to attract new ones. Every company needs to attract new customers, of course,
but it can grow with far fewer of those if it also keeps the ones it has. Customers "want to be treated with
dignity and respect and a caring attitude" (Lauer, 2002; p. 36). Sitting on hold for half of forever, only to be told by the person finally answering the phone
that there is nothing they can do is a common scenario; it is also the one that the customer remembers best. Clearly, this is not a scenario that contributes
to positive customer experience. The Call Center Formerly an entity heralded as one that could
provide greater degrees of positive customer service, the call center is able to provide direct, measurable judgments of the speed with which calling customers are greeted.
It was in the early 1990s that the integrated call center began becoming reality. AT&T, the old Northern Telecom and other central telephone office switching manufacturers
were supplying digital switches that could be integrated with mainframe computers. This situation allowed customer service representatives to answer waiting calls already knowing the callers name and with the
callers account information already on display on the computer screen before him. This capability was dependent on the operation of caller identification (caller ID), which only became available in
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