Customer Care: Too much Goodwill?

13.11.2012  • Growth & Value-Strategie

Dieses Whitepaper ist nur auf Englisch verfügbar.

In an age where margins are being squeezed hard, telcos are seeking to differentiate themselves through higher quality service and better customer care. Does goodwill achieve this target effectively or is it merely an act of unnecessary charity? Our research shows that too much goodwill is not only redundant, but can also be damaging to the outcome of the customer problem resolution process.

What is therefore the real and rightful role of goodwill? How can telecom companies optimize the goodwill payout process to result in success for all stakeholders; the agent, business and customer? We evaluate industry (best) practice and innovative research in order to present a catalogue of possible measures and argue that the choice of measures is not a one-size-fits-all story, but a firm specific and at best an iterative process. Setting up a functioning feedback process is essential to measuring impact and identifying further improvement potential.

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