Customer Reviews

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

5 star:		(12)
4 star:		(2)
3 star:		(0)
2 star:		(1)
1 star:		(1)

 

 

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.

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.

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.

Any company trying to differentiate themselves by integrating their customer service operations with e-business will find this book extremely useful. This is the map that will help you navigate your way through the pitfalls of on-line customer service. A must read.

The subtitle for this book is something of a misnomer, as it goes beyond pure call center considerations and strikes at the heart of issues and considerations behind the current growth of CRM as a concept. It really takes IT to task as the domain of those who dictate functions, rather than practically use contemporary CRM systems. It is unusually detailed for a service book, and cannot be classified as a quick read, but if you want to really understand how to systematically support a service operation, this one's for you.

You need a full understanding of customer care before jumping in to this one. I found it to be not very practical unless your the head of customer care for a billion dollar company. Be prepared for theory!

Goes where other customer service books fall short - knowledge management and customer relationship management in medium to large call centers.

Cusack is clearly an expert in contact center systems. He provides extremely detailed information on best-in-class technology and processes, well-tempered with real life examples that illustrate common implementation pitfalls. Those involved with conceiving, proposing, justifying, designing, implementing, "fixing," or operating contact centers will find this text helpful.

Cusack's book is a detailed view of call centre operations from a process viewpoint. With detailed diagrams of processes and options, it says a lot more about technology and systems than it does about customers, but what it does say is valuable.

Online Customer Care is a rich compendium of important insights into people, technologies, and trends affecting businesses who recognize that it costs us 10 times more to win new customers than to retain the ones we already have. Cusack writes clearly, and from experience. His careful analysis of the myriad technologies, human-factors, and trends affecting an organization's ability to automate relationships through quick and relevant solutions should be on the desktop of every CEO who understands "it's where the revenue comes from."