CRM - April 2009 - (Page 43) the 2009 SERVICE awards 2009 Service Elite THE COMPANIES that truly understand customer service could probably find a way to provide it without having to rely on technology—but they know better than most just how valuable those tools can be. Customers, on the other hand, often want as little to do with the machinations of technology as possible. They just want to be able to conduct business, request service, or complete transactions with the minimum amount of hassle and headache. Somewhere in that difficult terrain between the indispensable and the invisible is where CRM technology for customer support is expected to tread—and any company successfully able to implement such a project deserves recognition. We can’t touch on every kind of service and support initiative, but on the pages that follow, we present profiles of our 2009 Service Elite, four companies that impressed us this past year with their CRM efforts—and, more important, they impressed their customers, sometimes without ever letting those customers see the effort being made in the first place. | B Y T H E E D I T O R S O F C R M M A G A Z I N E www.destinationCRM.com CUSTOMER RELATIONSHIP MANAGEMENT | APRIL 2009 43 SERVICE ELITE http://www.destinationCRM.com http://www.destinationCRM.com
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