Microsoft, Salesforce Target Call Centers to Improve Customer Service – Bloomberg

Once-backwater call centers seen as ‘gold mine’ for software makers

Customer support has become a crowded battlefield in enterprise technology as software vendors from Microsoft Corp. to Inc. rush to arm organizations with tools to create one-stop service centers.
The attention is revitalizing the call center, a once-backwater unit that has long suffered from high turnover rates and minimal corporate investment. Salesforce, ServiceNow Inc., Twilio Inc. and Genesys Cloud Services Inc. are among the companies that see the call center as a critical part of efforts to transform the consumer base from a sea of faceless pocketbooks to potentially millions of unique personas. It’s viewed as a way to improve customer service and bolster brand loyalty at a time when businesses are increasingly worried about churn.