Self-service revisited : how to balance high-tech and high-touch in customer relationships
By: SALOMANN, Harald.
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 strategiesIn 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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