This book offers businesses a practical guide to improving their customer service functions—whether that entails a bank of representatives or a couple of partners answering their own phones. Author Jack Burke points out that, as important as customer service is, it’s often overlooked by smaller companies. Drawing on more than 20 years in the customer-contact field, he provides case studies and interviews.Burke is the president of Sound Marketing, Inc., a Missouri-based firm specializing in customer service and communications consulting. He works with companies to improve the quality of their customer contact, particularly via telemarketing and direct mail promotions. You might have heard Jack on NPR or seen his tapes and books at conventions or trade shows. He’s worked with IMMS, The Big I and other insurance industry trade groups to help agents sell effectively. Creating Customer Connections applies this breadth of experience to the common theme of making customers happy.