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he shift away from CRM technology to contact centers as the customer interaction hub has other benefits. It's a shift in focus from technology to social science; from slippery shifting marketing terrain to concrete actions and employee training; from abstract concepts to specific people interactions that can be characterized as successful or not. The contact center is the vital hub in an organization for finding out what customers want and whether they are getting it, for finding out whether customers are having memorable interactions and whether they tell their friends about it. The deepest knowledge about the customer is at the contact center.
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