The customer service representative provides accurate

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Unformatted text preview: ner. • The customer service representative provides accurate commitments. • The customer service representative provides accurate information. • The customer service representative does not transfer calls to others. • The customer service representative does not put the call on hold for long periods of time. Many of the above characteristics seem to be CSR−dependent and to require extensive experience. However, with a good customer care system, these characteristics manifest externally to the customer even from relatively inexperienced CSRs. The only capability that cannot be implemented in a customer care system is the first characteristic—friendly customer service representatives. As a result, an effective customer care system requires that service providers select CSRs more for their interpersonal skills than for their technical skills. 3. Needs of Service Providers From the service provider's point of view, the major business needs of a customer care system are as follows: • capability to proactively acquire new sales and customers— The customer care system should be capable of targeting new sales, as well as matching customers and products, and should offer this information to CSRs when contacting the customer. • capability to provide prompt service to existing customers— The customer care system should include automation to provide prompt service to customers; the system should be designed in such a Web ProForum Tutorials Copyright © The International Engineering Consortium 4/16 way that the interaction with the customer is of a high quality (e.g., there should be minimum waiting time and no holding time); the ultimate objective is to provide the customer with the required service by the time the session ends (i.e., "Thanks for calling. You should be able to use your service now."). • reduce costly human errors—The customer care system should be easy to use, incorporate procedures, reduce information being typed, and verify entered information. • capability to acquire additional marketing information—Any contact with a customer is valuable and should be viewed as an excellent opportunity to acquire future marketing information; as part of each contact, marketing information should be captured in an easy and consistent manner by CSRs. 4. Technology for Customer Care Rapid advances in the computer industry present an opportunity for telecommunications service providers in terms of both cost reduction and sales increases. The following are technological factors that can play a major role in determining the effectiveness of a customer care system: • availability of powerful PCs—They can...
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This note was uploaded on 10/15/2011 for the course ECON 1102 taught by Professor Jahis during the Spring '09 term at University of Minnesota Crookston.

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