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Optimizing Service Channels: Five Essential Tips for Balancing Customer Support and Controlling Support Costs
It’s challenging to strike a balance between providing customers with great experiences across all channels while ensuring that top-tier customers receive premium service. One way is by applying analytics to help determine the needs, behaviors, and preferences of different customer groups and then taking action to fulfill those requirements. By determining the types of support sought by different customer groups, decision-makers can also better determine the cost structure for each channel based on their preferences and usage, asserts Michel Naime, a Senior Consultant at Peppers & Rogers Group.