WHY READ THIS PLAYBOOK
Customers increasingly demand effortless customer service over a range of touchpoints and agent-assisted, self-service, digital, and social communication channels. Customer service executives face the constant challenge of responding effectively to rapidly changing customer expectations at a cost that makes sense for the business. Forrester's contact centers for customer service playbook outlines four steps for application development and delivery (AD&D) professionals who want to optimize and innovate with customer service operations: 1) discover: establish the value of customer service; 2) plan: set the right strategy; 3) act: execute the strategy with precision; and 4) optimize: measure and improve operations. This report was originally published on June 22, 2012; Forrester reviews and updates it periodically for continued relevance and accuracy.