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The Disconnected Customer: An Exploratory Study Toward a Model of Call Center Effectiveness
Abstract
The call center plays a significant role in the development and retention of customer relationships in all industries. Organizations have become more complicated, and the ability to get personal service and satisfaction has become more difficult. Technology and its use in processing a customer phone call to a call center are changing the quality of communication. The customer often experiences a combination of touch- tones, transferred calls and frustration. Loyalty centers on the customer and failure to provide good customer service results in lost revenues and customers. This paper discusses the effectiveness of banking call centers. Several categories affecting call center effectiveness are elaborated; these include automated call handling technologies, corporate cultures and attitudes, management styles and outside forces. Another aspect or factor of customer satisfaction can be extracted from the mission statement. The mission statement of the call center reflects corporate attitudes and perceptions from the company to the customer. These relationships are the heart and soul of every corporation and can be based on future success and failure of a call center and possibly of the corporation.
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