This 7 page paper examines a case study supplied by the student. An insurance company wants to use information technology and the internet to enhance sales, but it is resulting in alienating the customers rather than empowering them. The paper discusses the root cause of the problems and suggests a different more integrated approach using customer relationship management, explaining how this could increase customer satisfaction in a service industry. The bibliography cites 9 sources.
Name of Research Paper File: TS14_TEinscrm.rtf
Buy This Research Paper »
Unformatted Sample Text from the Research Paper:
of that importance of this and are focusing attention on the use of an internet site. There may be a great deal of potential for the use of e-commerce within
the company but this may need to be approached in a different way which will bridge the different gaps and regain the scores for customer service. The first issue
is to consider the problem and then when we have defined the problem we can look at the way it may be overcome. In the case it appears the main
thrust of the development is with the use of the internet as a sales site, so that goods which are information based may be bought directly. This must also be
attractive due to the cost savings. However, there are also many dangers that the company are now discovering. The main issue is that of dissatisfaction of the customer from a
process known as disintermediation. Disintermediation can be seen as cutting away the layers of the supply chain in any operations which are
not perceived as adding value, in effect it is almost a cleansing exercise to speed up and increase efficiency in the operation (Plantes, 2000). Therefore we can see why disintermediation
can be seen as having a positive influence on commerce and therefore favourable in some circumstances (Plantes, 2000). However, where there is no contact point which has any human aspects,
such as only a computer, there is no ability to develop a customer relationship, no have to get customer loyalty unless there is value added to the relationship and the
e tire process can feel very depersonalised. If we apply this t the insurance market where the goods that are purchased are inherently personal, they look to events such as
Back to Research Paper Results