Creative
Leveraging of Technology
Creative use of technology is likely to become an ever-greater
differentiator among successful competitors. This is not necessarily
about marketing or selling over the Internet. Rather, successful
competitors are using technology to shape products and services
in ways that have not been seen before. Customers are adopting
e-commerce at very rapid rates. They like the convenience of self-service
as long as the applications are easy to use and responsive to
their needs. Top performers understand that these kinds of tools
create a very sweet combination: improved service that is also
more cost effective. In addition, the new technology has an added
benefit – customer-facing employees can usually use these
new tools to improve their productivity AND the service they provided
through more traditional processes such as call centers and mail.
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