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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Managing Online Customer Service Operations

Managing Online Customer Service Operations
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Author(s): David Barnes (Royal Holloway, University of London, UK) and Matthew Hinton (Open University Business School, UK)
Copyright: 2007
Pages: 19
Source title: Utilizing and Managing Commerce and Services Online
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59140-932-8.ch001

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Abstract

This chapter investigates the implications of moving customer service operations online. Many organizations believe that e-business can provide opportunities to improve customer service operations by enabling them to get closer to the customer and enhance the customer contact experience. However, use of the Internet fundamentally changes the nature of a customer’s interaction with an organization, as the customer interacts with a computer screen rather than a human being. The online customer service encounter within the business processes of ordering and delivering was investigated in eight companies. It was concluded that an enhanced experience was only likely if the emotional aspects of customer service are considered alongside the functional.

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