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| Author: | Salomann, H. (et al.) |
| Title: | Self-service revisited: How to balance high-tech and high-touch in customer relationships |
| Journal: | European Management Journal
2007 : AUG, VOL. 25:4, p. 310-319 |
| Index terms: | customer relationship management (CRM) high technology automation companies case studies Switzerland |
| Freeterms: | self-service |
| Language: | eng |
| Abstract: | The balance between high-tech and high-touch has become a key challenge of today's customer relationship management (CRM) initiatives. This paper presents a cross-case analysis of two companies identified as "good practices" in achieving this balance. From the case studies' findings, two possible strategies are derived for service automation: an intimacy-driven and a personality driven approach. Discussed are key success factors to be considered for the implementation of these strategies. |
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