Taking conversation seriously: The role of the call centre in the organisation's customer contact strategy — Guy Fielding, Interactive Marketing, Vol. 4 No. 3

This paper argues that the traditional role of call centres fails to understand and properly exploit this customer channel that potentially offers an extremely attractive set of communication characteristics. The practical steps needed to deliver the 'brand in conversation' are described, and some of the implications of these ideas for the changing role of call centres, and for the concept of the brand, are discussed. (10 pages. Vol. 4 No. 3, Jan 2003, kindly sponsored by Centrica)

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