BEWARE THE VACUUM: E-MAIL MANAGEMENT IN THE AGE OF MULTICHANNEL CUSTOMER SERVICE

摘要

In an age when many consumers are tied to their computers for both work and leisure, it's often easier and more efficient for customers to send an e-mail to a customer service representative to make an inquiry, report a problem or even place an order. As the sheer volume of e-mail messages proliferates and consumers become increasingly comfortable with this medium, e-mail is undeniably a crucial tool in any comprehen- sive customer service initiative. However, it is important to remember that e-mail communication does not happen in a vacuum. E-mail management needs to be a tightly integrated piece of a multichannel customer service strategy so that customers receive the highest quality service possible.