Overview Not since the introduction of call routing systems and touch-tone based self-service systems in the early 1970s have we seen such a frenzy to drive customers into self-service transactions. By its very nature, the Internet is a self-service application, and has provided a tremendous set of new tools. It is spurring on a corporate renaissance of sorts, as we all look to fresh approaches to improve upon old ideas. In "Managing Web-Based Customer Experiences", Jon Anton and Mike Murphy offer a compelling and insightful view of the underlying principles and tactics necessary to limit self-service risks and exploit its opportunities. Their pragmatic advice, data points and case studies provide excellent guidance in navigating the road to self-service success. You will surely learn from this text and I hope you enjoy it as much as I did. Table of Contents
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