The adoption of information technology in customer service

The adoption of information technology in customer service Many leading firms across Europe are harnessing information technology to cultivate customer service as a valuable asset to achieve strategic superiority. The key findings of this IT/customer service adoption study emphasize three main points. First information technology acts as an enabling tool in achieving customer service advantages in three ways: clerical effectiveness/automation; operational efficiency; and/or information generation and strategic effectiveness or transformation. Second, customer service is being nurtured as a valuable asset in differentiating products in one or more of four forms: distribution, transaction, relationship and/or strategic. Third, there is a direct positive correlation between the exploitation of IT in customer service and the degree of information orientation. The conclusion presents a model of this adoption process of IT in customer service. These findings reflect “leading” business practice in the use of IT in customer service. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The adoption of information technology in customer service

European Journal of Marketing, Volume 30 (6): 18 – Jun 1, 1996

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Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569610121674
Publisher site
See Article on Publisher Site

Abstract

Many leading firms across Europe are harnessing information technology to cultivate customer service as a valuable asset to achieve strategic superiority. The key findings of this IT/customer service adoption study emphasize three main points. First information technology acts as an enabling tool in achieving customer service advantages in three ways: clerical effectiveness/automation; operational efficiency; and/or information generation and strategic effectiveness or transformation. Second, customer service is being nurtured as a valuable asset in differentiating products in one or more of four forms: distribution, transaction, relationship and/or strategic. Third, there is a direct positive correlation between the exploitation of IT in customer service and the degree of information orientation. The conclusion presents a model of this adoption process of IT in customer service. These findings reflect “leading” business practice in the use of IT in customer service.

Journal

European Journal of MarketingEmerald Publishing

Published: Jun 1, 1996

Keywords: Business policy; Customer service; Information technology

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