Multi-channel Service Design
Deploying Internet along Other Contact Channels
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An ancient Chinese text already shows an impassionedplea for customer oriented service as a way todevelop customer relations and guarantee futurebusiness. This is similar to recent CustomerRelationship Management literature which describesservice encounters as the moments of truth in whichservice providers can make or break future customervalue. Still, inside large firms, call centers oftenfocus on cost efficiencies, the Internet departmentmay well look like an IT department and accountmanagers are most likely focused on selling enoughnew products to meet the next quarterly targets.Orchestrati...
An ancient Chinese text already shows an impassioned
plea for customer oriented service as a way to
develop customer relations and guarantee future
business. This is similar to recent Customer
Relationship Management literature which describes
service encounters as the moments of truth in which
service providers can make or break future customer
value. Still, inside large firms, call centers often
focus on cost efficiencies, the Internet department
may well look like an IT department and account
managers are most likely focused on selling enough
new products to meet the next quarterly targets.
Orchestrating the efforts of these departments into
an enchanting serenade for the customer is quite a
challenge.
The rise of the Internet has introduced new
possibilities for firms to serve customers. But how
to position those new Internet services in relation
to other contact channels? And which departments
should be involved,and how? This book describes a
fast and effective method to design new Internet
services that really add value for customers and
create service coherence across channels. As such, it
should be useful to Internet- and other channel
professionals.
plea for customer oriented service as a way to
develop customer relations and guarantee future
business. This is similar to recent Customer
Relationship Management literature which describes
service encounters as the moments of truth in which
service providers can make or break future customer
value. Still, inside large firms, call centers often
focus on cost efficiencies, the Internet department
may well look like an IT department and account
managers are most likely focused on selling enough
new products to meet the next quarterly targets.
Orchestrating the efforts of these departments into
an enchanting serenade for the customer is quite a
challenge.
The rise of the Internet has introduced new
possibilities for firms to serve customers. But how
to position those new Internet services in relation
to other contact channels? And which departments
should be involved,and how? This book describes a
fast and effective method to design new Internet
services that really add value for customers and
create service coherence across channels. As such, it
should be useful to Internet- and other channel
professionals.
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