Developing and implementing a customer contact strategy

Abstract

Describes how telephone‐based account management and service can be an excellent way of improving perceived quality, highlighting the effectiveness of a customer contact centre (sometimes called a “call centre”). As a case study, describes how the Rover Group integrated new customer support software with existing sources of information and automated the production of letters and faxes. Management can now rapidly access trend, product and market information to allow timely decision making and utilize this information in product planning and marketing.

Citation

Burns, J. (1995), "Developing and implementing a customer contact strategy", Managing Service Quality: An International Journal, Vol. 5 No. 4, pp. 44-48. https://doi.org/10.1108/09604529510796511