Internet plays a central role in marketing automation, which allows marketers to develop marketing
mixes to meet the needs of individual customers better.
15.10.3 Customer Service
An effective e-CRM system ensures automated customer service operation and makes it more of a self-
service process. To build and maintain a long-term relationship with customers, leading to create loyal
customers, a company should not stop interaction after the deal is closed or the product is delivered.
After the purchase is made, the customer might face diffi culties in using the product, or the product may
develop operational problems. Building relationship, in this case, needs an effective after-sales service
and support. An automated customer service ...
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