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For years, the goal of the contact center has been to operate efficiently, keeping costs as low as possible. During the recent economic downturn, cost reduction became even more crucial, and most businesses measured the performance of their contact centers almost exclusively on how little they spent. Today, however, the inward-facing, savings-oriented contact center is outmoded. Technology makes it possible, and competition makes it necessary, for the contact center to become an active contributor to revenue goals. Efficiency is no longer enough.
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