| Publisher | University of Arizona | ||
|---|---|---|---|
| Format | 201.1KB PDF | Date added | 01 Aug 2006 |
| Topics | Customer Support Services, Call Center - Contact | ||
| Downloads | 7 | ||
Retailers have long sought to understand and maximize customer satisfaction, recently through practices grouped under the term customer relationship management, or CRM. CRM invites retailers to manage customer interactions regardless of the communications channel their customers may select. While advances in computer network technology have dramatically improved POS and Web channels, inbound retail telephony at the store level has been largely ignored, and has not been fully integrated into most firms' channel management strategies. The telephone has long been an access point for customer service, but with ongoing improvements in e-commerce and in Point Of Sale (POS) techniques, it increasingly has become a third, largely untapped, sales channel for large, multi-site businesses.
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