4. Web-based customer service applications offer the tantalizing combination of better service and significant cost savings. The

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4. Web-based customer service applications offer the tantalizing combination of better service and significant cost savings. The trick, of course, is to focus on the customer service benefits first, rather than mere cost cutting, since customers are quick to discern when cost cutting takes precedence over genuine service responsiveness.

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Marketing Management A Strategic Decision Making Approach

ISBN: 9780073381169

7th Edition

Authors: John Mullins, Orville Walker, Harper Boyd, Jr.

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