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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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One Company's Story

The Customer Service Issue

What would make your customers loyal: Having them file a class action suit against you or your providing a grandfather clause? The call center manager at a major airline noticed a little spike in calls from passengers in weeks 9 to 13 of a 21-week overview of call volume.

Table 11.1. DEPARTMENTS INTERESTED IN THE CALL CENTER DATA
Report Types Possible Audience(s)
Trending Executive Level
Diagnostic Marketing
Frequency Sales
Drill Down Public Relations
Event Driven Call Center

The Unknown Danger

What was causing this spike and what impact might it have on retaining customers and increasing revenues?

The Call to Action Opportunity

In this case study there are a number of departments that could use ...

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