Abstract

The statistics say it all. 70% of customers choosing to leave a company do so because of bad service and 68% of these are leaving because of indifference from a staff member. This research is looking at the critical interaction between BT and its customers whether face-to-face, over the telephone or through the Internet. In order to be successful in the future BT must not only provide world-class customer service, but it must be able to build meaningful relationships with its customers using both the medium and the message available. This isn't easy!