Self-service revisited : how to balance high-tech and high-touch in customer relationships
By: SALOMANN, Harald
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Contributor(s): DOUS, Malte | KOLBE, Lutz | BRENNER, Walter.
Material type: 
ArticlePublisher: Oxford, UK : Elsevier, August 2007European Management Journal 25, 4, p. 310-319Abstract: In recent years, many companies have infused more and more self-service technology into their customer relationships. As a result the balance between high-tech and high-touch has become a key challenge of todays customer relationship management initiatives. In this paper, we present a cross-case analysis of two companies that we identified as good practices in achieving this balance. From the case studies findings we derive two possible strategies for service automation: an intimacy-driven and a personality driven approach. We also discuss key success factors that have to be considered for the implementation of these strategies
In recent years, many companies have infused more and more self-service technology into their customer relationships. As a result the balance between high-tech and high-touch has become a key challenge of todays customer relationship management initiatives. In this paper, we present a cross-case analysis of two companies that we identified as good practices in achieving this balance. From the case studies findings we derive two possible strategies for service automation: an intimacy-driven and a personality driven approach. We also discuss key success factors that have to be considered for the implementation of these strategies
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