As financial services firms seek to improve distribution efficiency and effectiveness, call centers will have a key role in reducing distribution costs, creating unique customer value, and supporting other channels such as the Internet. However, few firms have positioned themselves effectively to realize the potential of the call center channel. Too many rely on the call center for traditional customer care functions, overlooking the opportunity to create a distinctive distribution experience for some customer groups.

Financial services is a distribution business. The challenge is to sell and serve the right product to the right customer in the right channel at the right cost. Call centers have an important role in the distribution mix, but getting it right requires effective alignment of the call center's resources with strategic and performance priorities of the business and the enterprise.

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