While companies are placing more pressure on their customer service organization to retain customers, the primary reason most often cited as to why customers change loyalty is inadequate, or a lack of, customer service.

Trust is a key element of attitude-based customer loyalty; when encouraging trust between a company and its customers, the contact center is a central organization in that development. This white paper explores how contact centers can increase customer retention and affect customer loyalty, including:

• Definition of customer loyalty
• Economic-based loyalty
• Attitude-based loyalty
• Role of the contact center

A solid contact center solution is an amazingly simple yet effective way to provide a significant advantage over a competitor through its trust-building features – elevating a company to market trend-setter and forcing others to play catch-up.