Internet Self-Service in Kundenbeziehungen

The customer-facing processes in the areas of marketing, sales, and service are undergoing a transformation process. With an increasing focus on self-service, more and more tasks are being transferred from companies to customers. The design of successful internet self-services therefore places high demands on customer relationship management to manage their impact on customer control, customer satisfaction, and customer loyalty. Harald Salomann presents recommendations for action on the design of internet self-services in customer relationships of financial service providers. The practical relevance is based on a case study analysis of successful self-service solutions. From this, the author derives requirements for their planning, design, and implementation in customer-oriented processes. This includes the analysis of strategic design elements for identification.