Customer Web Interaction: Fundamentals and Decision Tree
From Virtual Communities
Enrico Senger, Sandra Gronover, and Gerold Riempp, University of St. Gallen
In order to utilise the new possibilities of Internet technology efficiently, many companies invest considerable sums in the development of communication channels to customers. In this context, the often-quoted objective of cost saving per interaction appears to be questionable, since new communication media have not been able to fully substitute the existing systems. Costs are therefore more likely to rise than drop. The following article discusses potentials, criteria, conditions and consequences related to the use of computer-mediated environments for customer interaction. The objective is to derive recommendations for action in respect of a context-dependent support, especially by means of web collaboration and self-service-options.