Retail Telephony: Dynamics and Costs of Inbound Call Failure

Retail Telephony: Dynamics and Costs of Inbound Call Failure

18 Pages · 2006 · 201 KB · English

of retail chain stores, including grocery (including full-service grocery), department stores, where he earned his PhD in economic anthropology in 1982.

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Copyright ©2006 The University of Arizona. All rights reserved. Retail Telephony: Dynamics and Costs of Inbound Call Failure White Paper 06-002 Prepared under the supervision of Eric J. Arnould, PETSMART Distinguished Professor August 2006 1 Copyright ©2006 The University of Arizona. All rights reserved. TABLE OF CONTENTS Executive Summary ..................................................................................................................................................... 2 I. RESEARCH PROCEDURE ......................................................................................................................................... 3 Pre-field Screening ...........................................................................................................................................................3 Generation of Randomized Data Set ............................................................................................................................3 Calling Protocol..................................................................................................................................................................3 Statistical Analysis ........................................................................................................................................................... 4 II. CALL SURVEYS ........................................................................................................................................................4 CASE 1. Specialty Retailer: Major Pet Products Retailer ........................................................................................ 4 CASE 2. Specialty Retailer: National Book Retailer ................................................................................................. 5 CASE 3. Regional Grocery Chain ...................................................................................................................................7 CASE 4. Traditional National Department Store ...................................................................................................... 8 CASE 5. Leading National Pharmacy Chain ............................................................................................................... 9 CASE 6. Retail Imaging Solution Outlets .................................................................................................................... 11 CASE 7. National Family Restaurant Chain............................................................................................................... 12 CASE 8. National Office Supply Chain........................................................................................................................ 12 III. ADDITIONAL COMMENTS ON CALL FAILURE ANALYSIS............................................................................ 12 Auto Attendant Benefits................................................................................................................................................ 13 Complexity of Call Failure ............................................................................................................................................. 13 IV. IMPLICATIONS....................................................................................................................................................... 13 Appendix: Types of Call Failures ............................................................................................................................. 15 References ................................................................................................................................................................... 16 2 Copyright ©2006 The University of Arizona. All rights reserved. EXECUTIVE SUMMARY Retailers have long sought to understand and maximize customer satisfaction, recently through practices grouped under the term customer relationship management, or CRM. CRM invites retailers to manage customer interactions regardless of the communications channel their customers may select. While advances in computer network technology have dramatically improved POS and Web channels, inbound retail telephony at the store level has been largely ignored, and has not been fully integrated into most firms’ channel management strategies. The telephone has long been an access point for customer service, but with ongoing improvements in e-commerce and in Point Of Sale (POS) techniques, it

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