People working in contact centres are essential for keeping customers engaged, a retailer has said.
The internet is becoming increasingly important for building a brand but it is still customer service staff that maintain client satisfaction, according to Paul Lindley, founder of organic food retailer Ella's Kitchen.
In an interview with industry website Call Centre Focus, he explained that that sales "numbers look after themselves" as long as customers are kept happy.
This is even more essential as the internet gains dominance and becomes a space where clients can interact with each other, compare thoughts on services and consider whether to go back to a retailer.
"Word of mouth and online communications can generate business and help increase top line revenues," Mr Lindley added.
"But this can quickly turn into a bad experience, if customers are forced to navigate endless menus and passed around the building."
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