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The nature of the call centre business entails a fair degree of customer interaction, it is for this purpose that the performance of call centres is judged by standards of customer service delivery. All call centre businesses have an emphasis on service delivery in their mission statements, citing customer satisfaction as a key element of the companies objectives. Yet the area of customer service is not fully understood with well meaning initiatives used to provide a ‘solution’. These solutions often fail because the cause of the problems is not fully understood and the solution fails to take into account everything that impacts customer service.

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