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CUSTOMER SATISFACTION.
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Customer support as a critical element in the success of a business.... More...
2 Pages / 450 Words
3 sources, 5 Citations, APA Format
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Paper Abstract:
Customer support as a critical element in the success of a business. Evolvement of customer relationship management (CRM). Measures that contemporary companies are taking to improve customer support and make it more cost-effective. Vantive Corporation as a leading provider of CRM software. Role of the Web. Hewlett-Packard's customer support technologies.

Paper Introduction:
CUSTOMER SUPPORT Customer support is critical for the success of any business. According to Computing Canada, on average companies “lose half of their customers every five years” (Brooks, 1998, p. 29). Traditionally customer service was seen as a cost drain, with personnel, customer interaction and other factors of customer service requiring additional revenues. All this has changed in the contemporary business world. Now customer support has evolved into customer relationship management (CRM). Customer support typically meant party A helps party B, but today’s customer relationship management is a broader concept implying a “two-way flow of information and energy...what was once a drain on revenues can become a revenue generator if information is put together in the right way” (Brooks, 1998, p.

Text of the Paper:
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29). Hewlett-Packard is a leader in customer support, implementingtechnologies that lower technical support resolution times and supportcosts for customers. 29). CUSTOMER SUPPORT Customer support is critical for the success of any business.According to Computing Canada, on average companies "lose half of theircustomers every five years" (Brooks, 1998, p. HP's technology infrastructure enables it to provide efficientmultivendor problem solving by creating innovative customer supportapplications. (Dec 9, 1999). According to the Harvard Business Review, organizations can "doubleprofits by reducing customer defections by 1 to 15 percent" (Brooks, 1998,p. Increasedcustomer demand for service and satisfaction in a timely manner are fuelingsuch applications, but so is the ability of such support technologies tolower costs while increasing efficiency. Computing Canada, 24, 29.Hewlett-Packard: HP recognized for industry's leadership in outstanding multivendor support. Now customer support hasevolved into customer relationship management (CRM). 1). Business Wire, 1-2. As Nobby Akiha, vice president ofmarketing for Inference Corporation, notes, "You're talking about replacinga phone conversation that may cost anywhere from $5 to $5 -depending oncomplexity-with something that's going to cost 25 cents or less over theWeb" (Brooks, 1998, p. More satisfied customers, more satisfying returns. (Oct 13, 1998). Inference Corporation is a provider of case-based reasoning(CBR) technologies that are applied to customer support. All thishas changed in the contemporary business world. 1 priority for HP's 27, support personnel worldwide, and timelymultivendor support is a key concern for our customers" (Hewlett, 1998, p.1). Vantive's products are designed to improve andmaximize customer services. Traditionally customerservice was seen as a cost drain, with personnel, customer interaction andother factors of customer service requiring additional revenues. 29). Customer supporttypically meant party A helps party B, but today's customer relationshipmanagement is a broader concept implying a "two-way flow of information andenergy...what was once a drain on revenues can become a revenue generatorif information is put together in the right way" (Brooks, 1998, p. Because of this companies are leveraging information throughtechnologies to improve customer support and make it more cost-effective.Vantive Corporation is a leading provider of customer relationshipmanagement software. (1998). According to Tom Ashburn, general manager for HP'sCustomer Support Business Unit, "Delivering customer satisfaction is theNo. Customer support cases are handled by Vantivefor its more than 8 customers through its own CRM software, a Web SelfService Application. 29). ReferencesBrooks, A. According to a Vantive executive:"With the help of Web support, we've increased customer satisfaction bymore than 3 percent and reduced cases per customer by more than 5 percent" (Vantive, 1999, p. As customers demand greater support and ascompanies look for ways to increase customer satisfaction in more efficientways, such technology applications will continue to remain critical toachieving these goals. Using this software Vantive's customers are able tocreate and update cases, search a wealth of information, check courseschedules and availability, chat with support technicians, downloadsoftware and join customer newsgroups. M2 PressWIRE, 1-2.Vantive awarded SSPA STAR Award for excellence in Internet Support: Vantive empowers own customers with Web-based customer relationship management solution.

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