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Summary

In developing a service leadership strategy, five components of the Internet service value chain have to be considered.

Customer Acquisition

Develop an online channel that will reflect the corporation's brand. Deliver service levels that are consistent with the other channels the organization possesses. The first few moments of contact with the customer are vital to developing that relationship further, and three dimensions of that encounter need to be considered: content, format, and access. Content has to be consistent with the brand and attractive enough to create customer follow-through, delivering a balance between a variety of new information and predictability of resource. The format and access of the information initially has to be at a low enough bandwidth so that it does not discourage new viewers and speeds user involvement. Metrics such as click-throughs can be developed to monitor the customer acquisition rate.


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