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How Much is that Call Worth?

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

AnonTechie writes:

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 ?

Original Submission

 
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  • (Score: 2) by fyngyrz on Tuesday October 03 2017, @02:10PM (2 children)

    by fyngyrz (6567) on Tuesday October 03 2017, @02:10PM (#576587) Journal

    I'll just leave this here:

    Let's talk about on-hold music [fyngyrz.com]

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  • (Score: 1) by nitehawk214 on Tuesday October 03 2017, @04:25PM (1 child)

    by nitehawk214 (1304) on Tuesday October 03 2017, @04:25PM (#576649)

    Would you prefer paying twice as much for each product in order to cover the cost of having enough humans to answer the phone in 30 seconds or less?

    (yes this is a copy of the comment on your blog, done for amusement sake)

    --
    "Don't you ever miss the days when you used to be nostalgic?" -Loiosh

    • (Score: 2) by fyngyrz on Tuesday October 03 2017, @05:39PM

      by fyngyrz (6567) on Tuesday October 03 2017, @05:39PM (#576690) Journal

      Okay, then here's a copy of my reply:

      Actually, I’d prefer a product that isn’t so badly designed and/or broken and/or poorly documented that it forces me to call tech support.

      But to address your question directly, I don’t mind paying for quality. I think your assertion that it would double the cost of products is laughable, though. :)