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To start with, with continuously growing number of users accessing internet daily the
feature of e-business has gained high focus. The feature of e-business has made it
very simple and effortless for customers and companies to carry out their operations
and tasks. Likewise, this particular paper provides interactive marketing benchmarks,
such as Web site features, online services, electronic data gathering, and software
applications that permit personalized digital experiences.
Interactive Marketing Benchmarks:
The marketing benchmark chosen is live chat for customers. The most recent
advancement in consumer service is the facility of online chat session. Not like
earlier “advancements” in customer service techniques such as phone trees, voice
recognition systems, as well as international call centers, the sessions of online chat
hold high potential for truly improving the quality of the provision received (Amor,
1999). Companies are engaging with higher number of consumers customers by
way of online channels. At present, more than ever before, companies need to
completely upkeep the experience of online consumer and offer them superior online
assistance (Beynon-Davies, 2004). Apart from phone, self-service, email as well
as video customer support networks, the option of live chat is an effective means for
online customer assistance which could result in satisfied customers, augmented
discussion, and a decrease in service expenses (Lowry et. al., 2001).
Moving ahead, live chat is considered as one among the most effective means of
getting prompt communication with a corporation. It has turned out to be not just the
prominent means for online assistance but also leads to the greatest rates of
satisfaction amongst consumers (Amor, 1999). Within the online network, the feature
of live chat has become the prevalent source of contact (Lowry et. al., 2001). In
addition, online satisfaction has been observed as being highest amongst
consumers who make use of the live chat option.
Taking into consideration the growing a...