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The fundamental principle of the marketing concept which has become an ingrained part of modern business is knowing what the customer needs and designing products and services to meet these needs. In this regard, the importance of call centers to marketing activities has increased in recent years. The most important reason for this is that it is easier to implement different applications due to the development in communication technology. The importance of call centers has begun to increase in parallel with the development of technology and increased customer value.
In order to provide continuous and flexible support, multi-media call centers use not only telephone and email but scanners, chat, fax and many other communication vehicles.
A multi-media call center offers extremely intelligent, skill-based direction which includes management tools that can measure and direct electronic communications.
Creating an advanced call center is not something that can be done overnight and it requires experienced leadership as much as it does state-of-the-art technology. New multi-media, virtual call centers should be developed in the proper fashion with the right approach, taking into consideration the company’s existing investments and above all based on an understanding of customer needs.
Call centers can take advantage of multi-media communication to offer personalized service to individuals by creating a common workspace throughout the company and between business practices such as CRM.
When the company uses the customer information it possesses in multi-media call centers, self service and business applications, the service workload can be divided and shared between humans and technology. Applications and systems that used to be very different from one another can be used together with open standards.
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