(Length: 17 pages)

April 9, 2004

Why Marketing Should Own The Contact Center

by Elana Anderson, John Ragsdale

with Chris Charron, Erin Kinikin, Ayanna Lonian

Executive Summary (This is a document excerpt)

The declining effectiveness of traditional marketing tactics, consumer privacy legislation, and the desire to use every interaction to deepen the customer relationship are driving marketing and service together. Contact centers should relinquish control over the customer interaction — via phone, email, chat, direct mail, or self-service — to a marketing executive who owns and manages the overall customer experience.

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TABLE OF CONTENTS

NOTES & RESOURCES

itemMarket Shifts Demand New Customer Tactics

itemMarketers Eye The Contact Center

itemContact Centers Seek To Make A Revenue Impact

itemThe Answer: A Unity of Marketing and Service

itemOrganize Around Customers — Under One Boss

itemTrain And Empower Agents

itemCreate Blended, Results-Based Metrics

itemTechnology Is A Critical Enabler

itemTwo Technologies Drive Marketing-ServiceIntegration

itemEarly-Adopter Case Studies Show Positive Results

Recommendations

itemAvoid Marketing Gone Wild — Think Proactive Service

What It Means

itemCRM Applications Must Get Smarter

itemCompanies Will Think Twice About Offshoring Service

itemSupplemental Material

Forrester interviewed 28 vendors and user companies for this report, including: Bank of Montreal, Communications Data Services, Bell Canada, E.piphany, Amdocs, Unica, and Witness Systems. In addition, Forrester regularly speaks with clients about this topic via our inquiry and advisory services.

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itemIntelligent Cross-Sell in the Inbound Call Center

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itemUntangling Options for Customer Analytics

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itemQuality Monitoring: Beyond Business Recording, Now Strategic Business Tool

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Find Documents In Related Categories
This document falls under the following categories. Click on a link below to find similar documents.
Technology: Customer Experience, Customer Relationship Management, Direct Marketing, Marketing & Advertising, Marketing Organization & Culture, Packaged Applications
Geography: Asia Pacific, Europe, North America
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