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Chapter 9. Customer Service

Chapter 9. Customer Service

In this chapter

Customer Service Concepts

Understanding Cstomer Service Object Relationships

Contract Templates

Service Contracts

Cases

Queues

Use Case Corner—Gracefully Transitioning a New Customer to Your Service Department

Summary

The ability to provide superior customer service is one of Microsoft's key messages in marketing Microsoft CRM. This will undoubtedly be a major driver in convincing business that CRM is a worthy investment. Much has been written about the cost of acquiring customers versus the cost of retaining customers. The verdict is nearly unanimous; it is much cheaper to keep a customer than it is to attract a new one. This is not to say, however, that customer acquisition is not extremely important (it is!), it is strong evidence that investment in customer retention tools can yield a hard return on investment.


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