In the Rush to Online Services Don’t Forget Customer Preferences
February 27, 2013
Many banks, airlines, hotels, and health care providers have raced to put as many service activities as possible online. Companies looking to reduce overhead think their customers like the greater freedom. But Professor Elliot Rabinovich finds this line of reasoning flawed. Virtual services are a key aspect of today’s multi-channel service provider environment, but customers do not actually prefer online and phone capabilities for all services, his new research shows.
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