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Customer Service in Digital Era and Role of Internal Markets
Abstract
Enterprises require focusing on managing relationships in internal markets because internal marketing activities play a critical role in creating an organizational climate that supports customer relationship management strategies. The main objective of this chapter is to identify requirements for creating customer-centric culture in organizations. Customer service can cause the success or failure of a company; hence, the role of internal market in service profit chain cannot be ignored. After explaining the significance of the service profit chain for the company, the chapter continues with clarifying the role of customer experience management in creating customer retention. In this chapter, creating customer-keeping culture, getting 360 degrees of customer insight, using big data and predictive analysis, engaging customers through social media, and managing experience across multi-channels are explained as requirements for achieving excellence in customer service experience. This chapter ends up with discussing the characteristics of customer service in the digital era and key business trends about the future of customer service.
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