Delivering Customer Experience
Date:
By: David Norris
Classification: Spotlight
Customer experience is the current hot topic within the Marketing and CRM world, but much of the focus appears to be on the delivery mechanism of CRM, the call centre, and there is little being offered to explain how success is to be measured. There appears to be a view that if behaviour within the call centre is to change to a more customer-centric culture, that will transform the existing investment in call centres into a profit-making engine that will drive customer loyalty and increase share of wallet. However, without rigour, such projects are trying to hit a vague and moving target and are therefore bound to fail…