Data completeness: A key to effective net-based customer service systems

M. Kathryn Brohman, Richard T. Watson, Gabriele Piccoli, A. Parasuraman

Research output: Contribution to journalReview article

51 Scopus citations

Abstract

The extent to which a firm can provide outstanding e-service to achieve the appropriate level of data completeness is proposed. Data completeness is a state where customers have access to all data they deem important to the information-based service in which they are involved. CRM information processing strategies such as transaction strategy, data strategy, inference strategy, and advice strategy are also discussed. It is suggested that the greater the level of data completeness, the higher the likelihood that customers will feel their needs are understood and will want to build a relationship with the company.

Original languageEnglish (US)
Pages (from-to)47-51
Number of pages5
JournalCommunications of the ACM
Volume46
Issue number6
DOIs
StatePublished - Jun 1 2003

ASJC Scopus subject areas

  • Computer Science(all)

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