Discuss why service centers and service hotlines are important or unimportant to customer perceptions of service firms. Give an example to back up your argument
What will be an ideal response?
Service centers can play a critical role in customer perceptions of a service firm. This is particularly important for remote service firms like credit card companies. The call to the service center may be the only time the customer interacts with personnel from the company. That interaction may frame the customer's entire perception of the firm with one call. It is also likely that the customer is calling because of a problem or special request. Handling that one problem or request well could be the difference between retaining and losing the customer.
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