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The way Companies Talk to Customers Online

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How Should Companies Talk to Customers Online? The words service agents use to engage customers often end up backfring.

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Brent McFerran Sarah G. Moore

Grant Packard

Reprint #60209 https://mitsmr.com/2D7hXIO

For the exclusive use of R. Ramos, 2021.

This document is authorized for use only by Rosendo Ramos in EMGT 6010 UPDATE-1-1-1-1 taught by STEPHEN FLAHERTY, Ohio University from Mar 2021 to Sep 2021.

 

https://mitsmr.com/2D7hXIO

 

MIT SLOAN MANAGEMENT REVIEW

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MIT SLOAN MANAGEMENT REVIEW

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How Should Companies Talk to Customers Online? BRENT MCFERRAN, SARAH G. MOORE, AND GRANT PACKARD

The words service agents use to engage customers often end up backfring.

More and more consumers are engaging with customer

service through digital channels, including websites,

email, texts, live chat, and social media. In 2017, only half

of customer experiences with companies involved face-

to-face or voice-based interactions, and digital

interactions are expected to represent two-thirds of

customer experiences within the next few years. 1 The

vast majority of customer service interactions around the

world begins in online channels. 2

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