Net-Based Customer Service Systems: Evolution and Revolution in Web Site Functionalities
- ISSN: 00117315
- DOI: 10.1111/j.0011-7315.2004.02620.x
Abstract
The Internet has created an environment of abundant consumer choice and in this environment organizations seek to increase customer loyalty. Many organizations believe one of the fundamental means for creating competitive advantage in this environment is to deploy information technology that supports and fosters one-to-one relationships with customers. This belief has helped make customer relationship management (CRM) one of the most significant current developments in the domain of enterprise software. Today, most organizations are still struggling to analyze the data they have and determine how to leverage it to increase profit, improve customer service and build long-lasting relationships with customers. In order to move in the right direction, firms need to start thinking more carefully about their CRM information processing strategy. Successful implementation of an information processing strategy requires that organizations have a data repository that provides an appropriate customer view for their strategy.
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