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posted by martyb on Tuesday October 03 2017, @11:09AM   Printer-friendly
from the more-than-you-think dept.

Call centers can be expensive as well as the source of lots of consumer angst. But companies can get more bang for their buck by doing a better job of coordinating marketing decisions that drive customers to call centers with operational ones about handling them once they get there, says a new study from the University of Toronto's Rotman School of Management.

The study, co-authored by Professors Philipp Afèche and Opher Baron in the Rotman School's Operations Management and Statistics Area, and Mojtaba Araghi, an assistant professor at Wilfrid Laurier University, provides an integrated marketing-operations framework to help companies design more effective service policies for their call centers and other service channels.

[...] Getting things right at the call center has been shown to be vital to businesses. Previous research has shown that companies use call centers for 80% of their customer interactions and 92% of customers base their opinion of the company on what happens during their call. Four out of ten customers who end their business with a company place the blame squarely on a customer service call that went badly.

https://www.sciencedaily.com/releases/2017/10/171002112343.htm

[Source]: How much is that call worth?

[Abstract]: Customer Acquisition, Retention, and Service Access Quality:

When quarterly results matter the most, do you think that companies will follow this advice ?


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  • (Score: 3, Insightful) by Anonymous Coward on Tuesday October 03 2017, @12:24PM (3 children)

    by Anonymous Coward on Tuesday October 03 2017, @12:24PM (#576545)

    > Even as a school or huge enterprise.

    Especially as this. They don't know how do deal with that.

    Now if you're a simple customer, you're supposed to go to the Apple Store and make an appointment with a "Genius". And if you're not a city dwelling hipster... fuck you.

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  • (Score: 1, Funny) by Anonymous Coward on Tuesday October 03 2017, @12:49PM

    by Anonymous Coward on Tuesday October 03 2017, @12:49PM (#576553)

    Why would you buy one of their phones if you're not a city-dwelling hipster?

  • (Score: 2) by LoRdTAW on Tuesday October 03 2017, @04:01PM (1 child)

    by LoRdTAW (3755) on Tuesday October 03 2017, @04:01PM (#576633) Journal

    And if you're not a city dwelling hipster... fuck you.

    You're doing it wrong. Set up a few fake starbucks in the halls and fill them with a few unempl^H^H^H^H^H^Hnovelists (you can find them in real starbucks). Then give all the kids skinny jeans and thick rimmed glasses. Maybe throw in a thrift store and turn an art class into an art gallery featuring radical feminist works. Within a month or so there should be an Apple store in the school's cafeteria. Problem solved.

    • (Score: 0) by Anonymous Coward on Wednesday October 04 2017, @12:18AM

      by Anonymous Coward on Wednesday October 04 2017, @12:18AM (#576860)

      ^^^ This guy urban plans.