First Call to First Contact: Measuring the End-to-End Customer Experience
Published 3/31/2009
Author: Ronald Hildebrandt
Summary
In today’s tough economic climate, smart companies are trying to maximize the value from existing customers. Even in good times, acquiring new customers can cost five times more than satisfying and retaining current customers. At the same time, a two percent increase in customer retention has the same effect on profits as cutting costs by 10 percent. As a result, companies are struggling with one question: How do we keep and expand our relationships with our existing customers? Customer service, with its direct interactions with a company’s customers, is the answer.
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