By Dharmender Kapoor, Chief Operating Officer, Birlasoft
Customer Service has been a key differentiator in building mega businesses over the past many decades. The elements that have indicated quality service have mostly been subjective and subject to customer surveys, CSAT scores and at best customer experience. Before CRM systems were introduced, understanding the customer satisfaction was limited to the surveys conducted periodically.
With the evolution of communication technologies, CRM systems and response centers led to organizations focusing aggressively on customer services. Organizations put great efforts in understanding the journey from purchase internet to customer acquisition. This decade further made it possible for organizations to take decisions based on data at various stages in customer acquisition journey.
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