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Showing posts from March, 2013
The essence of the information technology revolution and, in particular,the World Wide Web is the opportunity afforded companies to choose how they interact with th eir customers. The Web allows companies to build better relationships with customers than has been previously possible in the offline world. By combining the abilities to respond directly to customer requests and to provide the customer with a highly interactive, customized experience, companies have a greater ability today to establish, nurture, and sustain long-term customer relationships than ever before. These online capabilities complement personal interactions provided through salespeople,customer service representatives, and call centers. At the same time, companies can choose to exploit the low cost of Web customer service to reduce their service costs and offer lower-quality service by permitting only electronic contact. The flexibility of Web-based interactions thus permits firms to choose to whom they wish to off