The topics to be covered in the next class include how the Internet has both a positive, as well as negative, impact on customer support and management. It is clear that the Internet has the potential to improve customer service, so one question of interest would be: How should online customer service be measured and improved? In the article titled "Measuring the Impact of the Internet on Customer Relationships", Jim Sterne addresses this question among others.
Consider these questions posed in the article: "Do visitors look at two or three pages and then leave? Do they look at the glossary, the knowledge base, and the troubleshooting guide and still go to Contact Us? " I agree with the author's implicit view that web analytics can be used to track such information and the results of such analysis can provide useful information to companies who can then better tailor their approach to customer service.
2 comments:
In relation to Kwang's blog and the first case assignment, I found a Forrester article (I'm really starting to like this service)dealing with the next generations in banking platform, also addressing the perspective change from product centered to customer centered. Maybe some of you suggested such solutions to Bankinter?
Here's the link:
http://www.forrester.com/Research/Document/0,7211,39470,00.html
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