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Chapter 10. Waves of the Future—Issues T... > Service Changes—Evolving to Meet the...

Service Changes—Evolving to Meet the Changing Expectations of the Customer

The role of customer service and relationship management is going to increase in parallel with the importance of the e-commerce channel for organizations in the future. The drivers behind these changes are based both on the changing customer-organization relationship and on the technology upon which that relationship is managed and conducted. It is important to determine what the future holds for this aspect of e-commerce because, as was noted at Wal-Mart, a poor customer service experience may be the last customer experience shared by the customer and the company. To consider this we will return to the customer service value chain we described earlier in the book (see Figure 10.2). This value chain models the development of an organization's relationship with a customer over time.

Customer Acquisition

The prepurchase support period in the e-commerce space is going to be driven more and more by the brand of the product, which translates to mean that the technology has to support the customers as they locate that product and its vendor on the Internet. As the scale of the Internet and the number of Websites it contains globally continues to grow, consumers will grow ever more sophisticated in their usage, and consequently their expectations and demands will grow. To match these expectations, organizations will need to utilize technology in continually more creative, sophisticated, and adaptive ways.


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