Document Controls
For Marketing & Advertising Professionals
| Primary Analyst Photo | Document Information | Rate this Document |
|---|---|---|
|
April 9, 2004 Why Marketing Should Own The Contact Centerby Elana Anderson, John Ragsdale with Chris Charron, Erin Kinikin, Ayanna Lonian |
|
This is an excerpt
Executive Summary
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.
TABLE OF CONTENTS
- Market Shifts Demand New Customer Tactics
- The Answer: A Unity of Marketing and Service
- Technology Is A Critical Enabler
- Early-Adopter Case Studies Show Positive Results
RECOMMENDATIONS
- Avoid Marketing Gone Wild — Think Proactive Service
WHAT IT MEANS
- CRM Applications Must Get Smarter
- Companies Will Think Twice About Offshoring Service
- Supplemental Material
- Related Research Documents
This is an excerpt
Buy Risk-Free
Price: US $499
Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.
Already a Forrester Client?
Log in to read this document.
