Summary
Big River Telephone, an emerging telecommunications firm, needed to improve the consistency of its customer service interactions to forestall customer defections. It implemented a new customer relationship management (CRM) technology but faced tepid user adoption. To solve this problem, Big River executives led the charge, carving time out of their schedules to personally demonstrate the value of properly executed CRM strategies to customer service agents. Their "lead by example" approach, incentive programs, metrics, and user training are driving customer satisfaction scores that are much higher than the industry average.
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