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At the heart of this failure are often inflexible relationship (CRM) systems, short-term (acquisition-focused) customer strategy and a simple lack of customer awareness. These are often compounded by operational and management metrics that fail to identify significant customer experience problems and sometimes even obscure them. It is generally recognized that today's consumers are more likely to reject a brand on the basis of a single, "Inappropriate" experience. It is typically assumed that certain tangible elements within the relationship lifecycle are at odds with consumer capability, need or expectation. This assumption is supported by a constant stream of surveys reflecting customer dissatisfaction with contact center service levels.
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