Rate operators at a call center, who respond to queries from customers who call in about the company€™s product, on each of the five dimensions of customer contact in Table 3.3. Use a seven-point scale, where 1 = very low and 7 = very high.

For example, the operators newer are physically present with the customer, and so they would get a score of 1 for physical presence. Explain your ratings, and then calculate a combined score for the overall customer contact. Did you use equal weights in calculating the combined score? Why or why not? Where is your process positioned on the customer-contact matrix? Is it properly aligned? Why or whynot?

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High Contact Dimension Physical presence Present What is processed People Contact intensity Active, visible Passive, out of sight Personal attention Personal Method of delivery Face-to-faceRegular mall or e-mail Low Contact Absent Possessions or infomation impersonal