Outsourced services must still reflect brand's image

04/22/2009 | DO NOT USE Sales & Marketing Management

Firms that outsource their customer-service operations are risking their most valuable resource by putting their reputation in the hands of another company, Jim Boring writes. When outsourcing customer relations, managers need to make sure the new company can effectively project the brand's image and values, not just memorize its product specifications. They also need to make sure the training, hiring and management processes for representatives is the same as it would be in the home office, with strong internal checks in place to make sure service stays at a high level.

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