Customer service professionals play a critical role in most companies because they are the people customers are most often in contact with, especially when problems arise. In today’s unsettled market environment, the ability to build a deep understanding of evolving customer needs and expectations can make a competitive difference.

Enhancing customer service productivity by integrating new sources of information effectively is not easy. But given the importance of customer service, no matter the economic climate, it is something that needs to be addressed. This Economist Intelligence Unit report outlines the challenges and opportunities involved.

Key findings from the research are:

•  Customer service professionals need rapid access to specific customer information to help differentiate their companies in the minds of consumers.
  
• Strategic use of new tools and effective ways to manage people are critical factors in ensuring success.
  
• Customer service innovations will not be successful unless they are based on a deep understanding of customer needs and expectations.
  
• Automation of administrative tasks is an important driver of customer service productivity.
  

On the front lines: The role of information in enhancing customer service is an Economist Intelligence Unit report, sponsored by Microsoft. The findings and views expressed in this report do not necessarily reflect the views of the sponsor.

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