Why Is E-Service Important?
It is undisputed that customer service and support is an important piece of the CRM picture. The rapid growth of e-business has verified the need to provide customer access to presales or postsales information across multiple interaction points (channels). Driven by advances in Web technology and customer demand for unassisted and assisted customer support, CRM vendors are offering various Web-based customer service options, across multiple contact channels, to supplement the telephone support that has in many cases been offered via a call center. The customer interaction center (CIC), a component of the overall e-service area, integrates customer self-service, interactive support, and multimedia portal management ...
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