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Using the Voice of the Customer to Gain Business Benefit: How Customer Feedback Can Improve Business Performance

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Using the Voice of the Customer to Gain Business Benefit: How Customer Feedback Can Improve Business Performance

Despite the explosion in the number of ways customers interact with a company, benchmark research carried out by Ventana Research shows that contact centers handle the majority of customer interactions. As the primary interface point for customers, the center thus is the de facto face of the company, and how an agent handles an interaction can have a significant impact on perception of the company and its brand, and as a result on its business performance.

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