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The Future of Customer Contact


The statistics say it all. 70% of customers choosing to leave a company do so because of bad service and 68% of these are leaving because of indifference from a staff member [1]. This research is looking at the critical interaction between BT and its customers whether face-to-face, over the telephone or through the Internet. In order to be successful in the future BT must not only provide world-class customer service, but it must be able to build meaningful relationships with its customers using both the medium and the message available. This isn't easy!

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  1. Coopers and Lybrand: ‘Best practice review: customer experience project’ (March 1993).

  2. ‘Call Centres: The New Sweatshops’ London School of Economics.

  3. Millard N, Hole L and Crowle S: ‘From command to control: interface design for customer handling systems’ Proc of INTERACT 98, Chapman & Hall (1998).

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Millard, N., Coe, T., Gardner, M. et al. The Future of Customer Contact. BT Technology Journal 18, 51–52 (2000).

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  • Information System
  • Communication Network
  • User Interface
  • Staff Member
  • Multimedia Information