Personalization and Community Communication for Customer Support
نویسندگان
چکیده
Using electronic media for interaction with customers enables enterprises to integrate customer activity and knowledge about customers resulting in a high-quality relationship thus turning buying processes more efficient. In this paper we present findings and concepts from two projects. A study of the potential for online personalization conducted in Switzerland gives hints about the readiness of companies for the adoption of personalization tools and about some challenges in implementing these. In a basic research project in Germany we are investigating how personalization and community communication can be used in a specific context with a focus on the selection and design of individualized products. This paper provides an overview of personalization and community communication in customer support and highlights some issues in the context of the projects.
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