Most call centers are pressured to “get calls down and reduce talk time”. Time spent on calls is not viewed as investment but simply cost. This webinar builds on the blog and service myths paper and focuses on the silent majority of customers who are unhappy but never complain and show the need and benefit of an effective response/contact management support system. For every incremental dollar invested in handling calls from unhappy or befuddled customers, the company makes three to ten dollars in incremental revenue plus fosters positive word of mouth (WOM) where negative WOM existed in the past. This case compels both CFOs and CMOs to rethink their view of service.