Managing online customer service operations

Barnes, David and Hinton, Matthew (2006). Managing online customer service operations. In: Knosrow-Pour, Mehdi ed. Utilizing and Managing Commerce and Services Online. Hershey, PA, USA: Idea Group Inc, pp. 1–19.



This chapter investigates the implications of moving customer service operations online. Many organizations beleive that e-business can provide opportunities to improve customer service operations by enabling them to get closer to the customer and enhance the customer cntact experience. However, use of the internet fundamentally changes a customer's interaction with an organization. The online customer service encounter within the business processes of ordering and delivering was investigated in eight companies. It was concluded that an enhanced experience was only likely if the emotional aspects of customer service are considered alongside the functional.

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