Companies are beginning to recognize the value in their call centers, not just as moneymakers but also as an integral part of call-centers developing long-term, business relationships. For an industry that typically tracks, measures and controls metrics like call time and volume, it’s easy to think that the value lies in data and quantitative improvements. Think again. These measures general focus on efficiency, not revenue.

Savvy companies are starting to see what was previously viewed as a necessary cost drain should now be treated as a critical component to their customer loyalty strategy—even an investment in future growth. The million-dollar questions:

How have call centers catapulted from being the low ones on the totem pole to acting as the trusted advisors contributing to profitability? And what has caused this dramatic shift?

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