It's Always the Quiet Ones

Mariann McDonagh

For consumers, receiving a call proactively from a company used to mean one of several things—and they weren't always good. Either a marketer was trying to sell them something, or a billing office was trying to collect money. Because of these long-standing perceptions of nagging telemarketers, the idea of being contacted by a business or organization has left a bitter taste in the mouth of many consumers. But today, looking at the changing face of customer service and marketing, companies are forced to reevaluate and revolutionize these outbound channels to provide greater brand value.

Consumers have established their voice; they publicize their contentment or displeasure with a brand on the social web and share these opinions with their inner circle, who will take this trusted feedback to heart. If a customer waits on hold for 15 minutes when trying to resolve an issue, it's more than likely that someone connected to them will hear about it. Similarly, they're likely to spread the word about exceptional customer service and brand loyalty...

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