Chapter 19. E-Service and CRM

One-to-one marketing, launched in the late 1980s, emphasizes individualized marketing relationships with customers. One-to-one customer service, launched in the late 1990s, emphasizes individualized servicing of a customer. While the two initiatives increasingly work hand-in-hand, as a result of new and powerful Web-based tools, one-to-one customer service has taken on increased significance. Let's examine why.