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Customer Relationship Management: The Bottom Line to Optimizing Your ROI by Dr. Natalie L. Petouhoff, Dr. Jon Anton

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Chapter 6. Why Should You Measure Customer Service?

The primary purpose of any CRM strategy change is to improve customer satisfaction or customer-perceived value. What we found through our years of watching companies provide service is that they not only need to measure the customer service index but they also need to measure the elements that make up customer service, that is, their people, process, and technology solutions. Many times it is these precursors to the customer satisfaction index (people, process, or technology) that are not being done well, and the end result is that the customers do not get the service they expected or wanted. In this section of the book we not only look at how to measure your customer satisfaction, but we also ...

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