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Customer Relationship Management: Getting It Right! by Judith W. Kincaid

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21.5. Understanding Why Web-Based Systems Are the Most Demanding

Web-based CRM systems support customers directly. The good news is that the cost of human (employee) interaction has been eliminated. The bad news is that brain of the human employee has also been eliminated. Web-based systems must be very carefully designed and operated to ensure that the experience for the end customer is smooth and easy.

In the past, we've relied on employees to connect any broken links. After all, employees know lots about the company, its products, and how each process should work. We pay employees to connect the dots. We should never expect the same of customers. Customers are not familiar with our company's organization and products. They don't (and shouldn't ...

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