Forrester Research shows that in 1997 one per cent of customer interactions took place over the Internet. By the year 2003 this figure is predicted to rise to 50 per cent.
Customers today are able to contact their suppliers more easily, more frequently, at different times of the day and night and in many more ways than ever before. Often they use a combination of channels, choosing from mail, e-mail, telephone, fax or face-to-face contact. Organizations must ensure that they integrate their communications channels in order to project a single face to the customer.
This book addresses the issues affecting customer service in the digital age. In particular it looks at the implications of e-commerce and the role of call centres. HR issues are dealt with too. The authors conclude that those organizations that can integrate their distribution channels and supporting systems will be the likely winners in customer service.
The Pocketbook Series comprises more than 60 titles in the areas of training finance.
