How does customer service affect the bottom line? To find out, Sun caught up with Dr. Jon Anton, director of benchmark research at Purdue University’s Center for Customer-Driven Quality, home of the world’s largest database of call center metrics.

Q: How do you define customer service in the new millennium?

Anton: Ideally, customer service in the new millennium enables customers to help themselves in every possible way. Customer service should also provide the option for immediate live assistance — but only if needed.

Q: How does the quality of service affect an enterprise?

Anton: If you have good customer service, the research shows you’re going to have happier and more loyal customers, which will help produce happier and more loyal employees. The research also shows that having those two groups working together will definitively increase your revenue and profit. Happy customers are going to buy more products and let others know that they’re satisfied.