Online Customer Care: Applying Today's Technology To Achieve World-Class Customer Interaction [Hardcover]

Michael Cusack (Author)

Book Description

ISBN-10: 0873893832 | ISBN-13: 978-0873893831 | Publication Date: 1998

This text presents a comprehensive and forward-looking view of late-20th century customer care practices as they pertain to the elements of process, technology and content.

Editorial Reviews

Review

Cusack is clearly an expert in customer care systems. He provides extremely detailed information on best-in-class technology and processes, well-tempered with real-life examples that illustrate common implementation pitfalls. -- Bill Scheerer, President, Performance QUEST LLC, and former Quality, Engineering, Software and Technologies Vice-President AT&T/Lucent Bell Labs

Cusack's book is a timely and detailed introduction to the world of emerging technologies in customer care, and will be a valuable resource to any organization attempting to set up world-class customer care operations today. -- Rohit Ramaswamy, Ph.D., President, Service Design Solutions. Author Design and Management of Service Processes, Addison-Wesley, 1996

I can unequivocally recommend this book to anyone designing or improving customer care processes, as it provides a straightforward, comprehensive review of relevant customer care topics. -- Judith Millsaps, Senior Vice-President, GE Capital Transport International Pool

Online Customer Care is a thoughtful, thorough, and valuable guide to leveraging technology for world-class interaction with your customers. Cusack sets the benchmark, and his book offers an "expert system" for your business. -- Michael Goodman, Ph.D., Director, MA Program in Organizational and Corporate Communication, FDU and Associate Editor IEEE Transactions on Professional Communication

This inspiring book is a must read for every employee in any enterprise that truly strives to harness customer care as a competitive differentiator. -- Margaret Molloy, Vice President, Marketing, Telecom Ireland

This is a must read for anyone who is getting ready to implement or re-design their customer interaction systems and processes. -- Michael Tobin, Vice-President, Central Europe, Cambridge Technology Partners, Inc.

About the Author

Michael Cusack is an independent consultant who specializes in evaluating call center operations and implementing best practice principles in the areas of process improvement, systems design, and content management. His client list includes companies such as General Electric, CitiBank, Kemper Insurance, and AT&T. Cusack's background includes several years in the telecommunications industry, principally as a management consultant with the Bell Laboratories Customer Care Group. He was also employed as a human factors engineer with the AT&T Artificial Intelligence/Knowledge Systems Unit, and has been involved in the planning and reengineering of call centers for more than a decade. He is an experienced communicator, and has presented customer care strategies to decision-makers from several multinational corporations, as well as initiating educational forums on worldwide customer care involving representatives from countries such as Holland and Ireland. Cusack has lived and worked in six countries. He received his Master of Arts in Corporate and Organizational Communication from Fairleigh-Dickinson University in the United States. He can be contacted via [e-mail].

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Product Details

• Hardcover: 265 pages
• Publisher: Amer Society for Quality (1998)
• Language: English
• ISBN-10: 0873893832
• ISBN-13: 978-0873893831
• Product Dimensions: 10.1 x 7 x 0.9 inches
• Shipping Weight: 1.6 pounds (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (16 customer reviews)
• Amazon Best Sellers Rank: #1,375,880 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

21 of 21 people found the following review helpful:

5.0 out of 5 stars This is the one 'must read' book on customer care.........., December 30, 1999

By 

Graham Williams, Founder: Centre-ing Services (Cape Town, South Africa) - See all my reviews

This review is from: Online Customer Care: Applying Today's Technology To Achieve World-Class Customer Interaction (Hardcover)

A wonderfully informative book that stands out amidst the plethora of customer care offerings. Even though the field is changing so quickly, Michael Cusack's book won't date because of (1) the way he applies the lasting principle of soundly balancing technology, process and people, and (2) the masterful manner in which he draws on historical and current knowledge and trends in order to cover likely future developments. Cusack is a true thought-leader who writes to express not to impress, and who freely and comprehensively shares at the detailed level. On Line Customer Care demands to be read by every CEO, Customer Service Director and Service Agent who aspires to customer care excellence.

12 of 12 people found the following review helpful:

5.0 out of 5 stars When the customer calls..., October 25, 2000

By 

[e-mail] (Canada) - See all my reviews

This review is from: Online Customer Care: Applying Today's Technology To Achieve World-Class Customer Interaction (Hardcover)

I began with the assignment to recommend software support for an pending Help Desk. I asked around amongst my colleagues, and was told by one of them that perhaps a Call Centre would be more appropriate. Another of my co-workers advised my not to choose any software until I had clarified both my Sponsor and my User Requirements. Some suggested a pilot project of limited scope -- others wanted full service right across the company. Eventually I seemed to have views from every point on the compass. I like being accommodating, and I believe in stakeholder input, but I did need some guidance.

I was referred to Michael Cusack's book, and that was very fortunate. Cusack frames ALL of the issues of "customer care", not just telephone tactics. Besides answering telephone calls, there may be e-mails, faxes, and "snail mail" to handle. Each mode of communication should mesh with the rest, and all should reflect the company's policy on the concerns of the customer. Before I was getting isolated suggestions, and trying to create a list of responses. Cusack allowed me to survey the entire problem, and map the available options.

As Cusack explains it, the three essential components of customer care are:

Customer Satisfaction Cost Reduction, and Market Intelligence If interaction with the customer is planned so that the initial call fulfills the requirements, the customer will go away satisfied AND not call back to continue seeking assistance on an unresolved issue. THAT will lead to cost reduction, because the investment in getting it right the first time is still cheaper than having to deal with return calls as the dissatisfied customer comes back again and again. Furthermore, EVERY question provides intelligence on who has problems, what their concerns are, and what therefore could be re-designed to provide even more value to customers. It really does all fit together into a strategy. And as Cusack reminds us, that strategy is the basis of quality in customer care.

10 of 11 people found the following review helpful:

5.0 out of 5 stars The Best Resource Available Today in Customer Care, October 12, 1998

By A Customer

This review is from: Online Customer Care: Applying Today's Technology To Achieve World-Class Customer Interaction (Hardcover)

A truly detailed study of customer care and an invaluable resource recommended for those looking to link emerging technologies with real world needs. Online Customer Care has the perspective of someone who has thoughtfully digested the multitude of business issues when reconciling what technology promises to what it ultimately delivers. Cusack provides a depth of knowledge and understanding which bridges the gap for the technical developer and call center manager alike. Cusack's insight is at a level of understanding often overlooked by business management at every level. His vision is to empower the user as the ultimate judge. This book holds the technology developer and corporate decision maker accountable. Detailed case studies and research make this book a required read and great reference tool. Highly recommended.