Richard Feinberg, director of Purdue's Center for Customer-Driven Quality, says when customers call company 800 numbers looking for product information or resolution of a problem, businesses are presented with a golden opportunity.
"Our research shows a customer satisfied in a phone call hangs up with more customer loyalty than one who is originally satisfied with the product," said Feinberg, who also is a professor of consumer sciences and retailing. "That satisfied call center customer is more loyal, makes more future purchases and is more likely to give the product or service the best advertising money can't buy -- word of mouth."
Feinberg estimates there are 60,000 call centers in the United States taking 30 billion calls per year and he says that number is expected to double by 2010.
The meeting will be held July 10-13.
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