Business Intelligence Watch TMC

STUDY: COMPANIES MUST RE-THINK HOW THEY VALUE CUSTOMERS

July 27, 2005

Reduce investment and training in customer service call centers at your own risk.

That's the message for companies looking to cut back in this area as firms can expect severe financial consequences should they make such a decision.

A study undertaken by Ernan Roman Direct Marketing has revealed various insights into the importance of customer service.

The bad news is that most recent customer call center experiences have not been positive as 66 percent report negative or neutral experiences. The result is not surprising. If a customer has a negative experience calling a customer care center, 95 percent perceive the company negatively. The result: the likelihood for repeat purchasing declines by 86 percent. Also, 83 percent will be unlikely to recommend the company to others.

By Glenn J. Kalinoski, Executive Editor, Customer Inter@ction Solutions



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