How to mess up web based customer service
Misunderstand visitor requirements
Encourage the manager to think of the site as a brochure or print ad
DonÅft think about dynamic, interactive needs of users
Forget that the net experience fosters expectations of interaction and response (ignore interactive communities
Overlook need to provide dynamic content and mechanisms to meet the demands and expectations of your typical visitor
III. Web-based CRM and organizational change
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