Improving customer service: issues in customer contact management

Sarah A Spencer-Matthews; Meredith A Lawley

doi:10.1108/03090560610637392

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Improving customer service: issues in customer contact management

Journal article

Peer reviewed

Improving customer service: issues in customer contact management

Sarah A Spencer-Matthews and Meredith A Lawley

European Journal of Marketing, Vol.40(1/2), pp.218-232

2006

DOI: https://doi.org/10.1108/03090560610637392

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Abstract

case study

customer service management

database marketing

This research aims to better understand the issues of why individualised communications should be incorporated into customised customer contact service and how customer contact management should be implemented. The qualitative methodology of case research was used. In total nine Australian service industry case studies, involving 34 in-depth interviews, were undertaken. The analysis revealed three themes: optimisation of market factors, the process of implementation, and requirements for smooth customer contact management implementation. These findings showed minor implementation problems with service and organisational requirements driving customer contact management implementation overall. In addition, factors to assist with smooth customer contact management implementation are identified. Limitations, which could be addressed by future research, include application to other industries, expansion to other countries, the consumer perspective and the need for statistical generalisation. Key practical implications include the identification of the need for firms to consider customer contact management as an avenue for differentiation and competitive advantage as well as providing guidelines for the successful implementation of customer contact management. This research builds theory about customer contact management for the first time.

Details

Title: Improving customer service: issues in customer contact management
Authors: Sarah A Spencer-Matthews (Author) - Psychological Advantage, Australia
Meredith A Lawley (Author) - University of the Sunshine Coast - Faculty of Business
Publication details: European Journal of Marketing, Vol.40(1/2), pp.218-232
Publisher: Emerald Group Publishing Ltd.
Date published: 2006
DOI: 10.1108/03090560610637392
ISSN: 0309-0566
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99449545302621
Output Type: Journal article

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