On The Front Line

The role of information in enhancing customer service

Customer service professionals play a critical role in most companies because they are the people customers are most often in contact with, especially when problems arise.

In today’s unsettled market environment, the ability to build a deep understanding of evolving customer needs and expectations can make a competitive difference. Increasingly, these expectations are shaped by interactions via web portals, online forums, social media and other new information channels. Gathering information from these sources and integrating it with data from traditional channels is a powerful way of enhancing customer service.

This report outlines steps companies are taking to harness technology to integrate these new information sources into successful customer service models.