Because of this, nowhere will your corporate culture play a more important role than in dealing with customers, because it often requires conceptual-age, non-routine skills such as empathy, creativity, and sensitivity. You simply cannot anticipate and plan every variation of customer contact. Many companies try to cut costs by call center outsourcing and automating their more routine customer service tasks, but most have to find out the hard way that it's a big mistake to outsource judgment calls. Nor is it the best idea to hardwire all your policies and processes into "the system."
Hear more in Creating Customer Value, a SearchCRM.com monthly podcast series with Peppers and Rogers.
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