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The notion that companies must go beyond and beyond in their customer advantage activities is so entrenched that managers rarely examine it. But a analyse of more than 75, people interacting with contact-center representatives or using self-service channels found that over-the-top efforts accomplish little difference: All customers really absence is a simple, quick solution en route for their problem. They conclude that we are reaching a tipping point so as to may presage the end of the telephone as the main channel designed for service interactions—and that managers therefore allow an opportunity to rebuild their advantage organizations and put reducing customer attempt firmly at the core, where it belongs. A large-scale study of contact-center and self-service interactions, however, finds so as to what customers really want but hardly ever get is just a satisfactory answer to their service issue. Reps should focus on reducing the effort customers must make. But ask yourself this: How often does someone patronize a company specifically because of its over-the-top service? You can probably think of a few examples, such as the traveler who makes a point of returning to a hotel that has a particularly attentive staff. Now ask yourself: How often do consumers bring to a halt companies loose because of terrible service?

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