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Customer Interaction

In: Thinking Beyond Technology

Author

Listed:
  • Joseph A. DiVanna

Abstract

Technology has had a long-lasting relationship with bridging the actions of customers to various components of a company’s business processes. These processes have typically been labelled ‘customer order fulfilment’, ‘customer management’, ‘customer services’ and, simply, ‘order processing’, which represented their basic functions. The application of technology has traditionally been focused on inwardly optimizing these processes with the express intention of reducing processing cost, increasing the number of transactions or improving customer service. Technologies such as the Internet permit these processes to be extended beyond the confines of the corporation directly to the customer. The initial focus of applying new technologies to these processes was to allow existing customers to place orders and thus lure new customers from competitors.

Suggested Citation

  • Joseph A. DiVanna, 2003. "Customer Interaction," Palgrave Macmillan Books, in: Thinking Beyond Technology, chapter 0, pages 147-172, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-4039-1449-1_5
    DOI: 10.1057/9781403914491_5
    as

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