Virtualization

Leadership - Customer Care as a Virtual Business Process

September 19, 2008, 01:38 PM — 


Customer care is the buzz phrase of 2008. Depending on which vendor you speak with the phrase can have various unique meanings rooted in what the vendor is selling. Customer care is becoming a source of significant differentiation between firms. In the virtual world of e-Business, customer care must include the full life cycle of care: target, acquire, transact, service, retain and grow with each step being in alignment with business processes.  A sound customer care program provides substantial benefits to the Internet-enabled business.

 

A sound customer care initiative integrates all of the contact points with the customer throughout the customer life cycle. For example, the target phase would include personalized customer interactions to identify individual needs. The service phase would provide service when and where the customer needs it. The retain phase would engage with customers to increase understanding and responsiveness to their evolving needs. 

 

Within the e-Business model, two processes within the life cycle that have become increasingly more important are acquiring and retaining customers. Acquiring customers requires the company to invest in messaging activities that attract customers' interest enough that they take the time to examine the value proposition of the goods or services being offered. Retaining customers requires the firm to invest in building the hooks throughout the life cycle process that incents the customers to continue doing business with the firm. Retention efforts are particularly important in e-Business for two reasons. First, it is relatively easy for a customer to switch to a competitor, so the hooks a vendor uses have to be many and deep throughout the lifecycle. Second, it is more expensive for a firm to acquire a new customer than it is to retain an existing customer.

Sign up for ITworld's Daily newsletter
Follow ITworld on Twitter @IT_world

I like it!
Post a comment
The content of this field is kept private and will not be shown publicly.
  • Allowed HTML tags: <a> <em> <strong> <cite> <code> <ul> <ol> <li> <dl> <dt> <dd>
  • Lines and paragraphs break automatically.
peer-to-peer

Esther Schindler
If the comments are ugly, the code is ugly

claird
SVG a graphics format for 21st century

pasmith
Take Chrome OS for a test spin

Sandra Henry-Stocker
Solaris Tip: Have Your Files Changed Since Installation?

sjvn
64-bits of protection?

jfruh
Android fragments vs. the iPhone monolith

mikelgan
What Gizmodo missed about the Pro WX Wireless USB disk drive

 

Sidekick: The Good News & the Bad News
Either way you look at it Microsoft Data Center management did not follow standards or best practices in this failure. In which case it makes me wonder more about the outsourcing of corporate data much less personal data.
- mburton325

Join the conversation here

The Daily Tip

The Daily TipQuick, practical advice for IT pros. Made fresh daily.

Hot tips:

Want to cash in on your IT savvy? Send your tip to tips@itworld.com. If we post it, we'll send you a $25 Amazon e-gift card.

Newsletters

Subscribe to ITWORLD TODAY and receive the latest IT news and analysis.

I would like to receive offers via email from ITworld partners.
By clicking submit you agree to the terms and conditions outlined in ITworld's privacy policy.
Featured Sponsor

AISO founders envisioned a Web hosting company that was environmentally friendly. While the company employed energy-efficient innovations like solar panels, its infrastructure produced unacceptable power and cooling requirements. Find out how AISO leveraged AMD technology to overcome their challenge in this case study white paper.

In this whitepaper, Scalar explores the opportunity to change the landscape with respect to mission critical databases built around Oracle. Leveraging technologies such as Linux, high-end commodity processing power and Oracle RAC technology to architect, design, build and maintain database infrastructure that delivers maximum availability, reliability and performance at a fraction of traditional cost.

On a typical day, weather.com, the Web site for The Weather Channel in Atlanta, serves up between 15 million and 20 million page views. But in September 2004, when back-to-back hurricanes ransacked Florida, the peak traffic on one day more than tripled: over 70 million page views by more than 7 million unique visitors. Read the full success story now.

Marketplace