Alliances and partnerships that enrich the customer service experience of any online self-service application are exceptionally effective across other industries as well.
Conclusion
The introduction and support of an online self-service application is a multifaceted and highly coordinated strategy that requires system and process integration to be successful. In addition the support for roles-based access and preferences definitions is also critically important as consumers are increasingly expecting this from their online applications and will often reject and not use those that assume a one-size-fits-all mentality in their design. Finally gaining user input and designing with consideration of their needs is crucial for change management to occur. As online self-service is part of a CRM strategy in many organizations (Regan & O'Connor, 2002) the marketing of the application in addition to its inherent value must both be actively communication clearly.
References
Sven C. Berger. (2009). Self-service technology for sales purposes in branch banking: The impact of personality and relationship on customer adoption. The International Journal of Bank Marketing, 27(7), 488-505.
Campbell, D., &...
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