This book is intended for non-technical business executives and professionals wishing to understand the relevance of customer contact to business profitability. The author illustrates in common vernacular of how a service first, customer oriented approach to customer contact can positively affect your companyÕs bottom line. This book provides the conceptual basis and supporting logic for developing a business case for transforming and optimizing your contact center as a strategic initiative. The focus is on the Òso whatÓ portion of customer contact, and will stay away from the nuts and bolts detail of how to select or to implement the technology.