Panel Q&A: How to Fund Online Customer Experience Initiatives

You often have to look at your pain points and fix those things first. Some are easy, and some are hard. The best way to find those is to talk to your phone reps. You may have a project that’s low cost and high return, but you find out when you talk to your reps that it’s not really addressing problems your customers are having. If you use your customers as a bellwether for what to do, you’ll find the return.
— Hawkins