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...ion. Does this mean you're on call 24 hours a day? To a degree, you are! Let's sa...an agent who stopped in a client's convenience store and noticed that the busi...

... world, they'll expect to reach you 24 hours a day. They'll expect you to speak th...cy is about saving time, providing convenience, and most important, promoting ...

... interest in personal service. The challenge is discovering ways to personalize personal service. Otto makes this point when she calls tomorrow's customers professional consumers who expect to be in control. Because these consumers will come from every part of the world, they'll expect to reach you 24 hours a day. They'll expect you to speak their language. They'll expect truly personalized service. The qualities of personalized service are easy to understand but far more difficult to bring about because expectations continue to change. Here are guidelines for creating personalized service: Personalized service ... on individual customer behavior. Companies with mission statements don't understand personalized service because mission statements are about companies, not customers (even though every mission statement includes the phrase our customers come first') . Personalized service asks what the individual customer wants and delivers it. It doesn't make assumptions about what the customer may want. Web browsers, for example, offer their customers an endless array of personalized news, stock market information, weather data, and just about anything else. Personalized service is relentless in making improvements. Personalized service ... the first to offer a master's degree in E-commerce. Since knowledge in this field is constantly evolving, the school plans to overhaul the program every six months. Compare this to traditional college programs. Personalized service aims at total efficiency. Efficiency is about saving time, providing convenience, and most important, promoting individuality. You can design your own computer on the Internet without talking to anyone. You build it to your personal specifications with user-friendly, easily accessible information provided by the manufacturer. It's in the manufacturer's self-interest to be helpful and ...