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	October 9, 2009 The Reality Of Customer Service In Europe: How Europeans Use And Rate Service Channels by Patti Freeman Evans with Andrea Carini, Brendan McGowan	Average: 7  (2 ratings)

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Executive Summary

With 51% of European adults having sought company support in the past three months, customer service must be a key component of any company retention strategy. We found that Europeans favor traditional service channels like the phone and in-store interaction, but digital channels are coming of age. Customer service users are a very attractive segment. eBusiness professionals should understand their needs better, as consumers are not always satisfied with their service interactions. eBusiness professionals must mine user interaction logs to improve their performance and focus their efforts to improve the most sought-after channels, which are the phone and store.

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