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Self-service Revisited:: How to Balance High-tech and High-touch in Customer Relationships

Author

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  • Salomann, Harald
  • Dous, Malte
  • Kolbe, Lutz
  • Brenner, Walter

Abstract

In recent years, many companies have infused more and more self-service technology into their customer relationships. As a result the balance between high-tech and high-touch has become a key challenge of today's customer relationship management initiatives. In this paper, we present a cross-case analysis of two companies that we identified as "good practices" in achieving this balance. From the case studies' findings we derive two possible strategies for service automation: an intimacy-driven and a personality driven approach. We also discuss key success factors that have to be considered for the implementation of these strategies.

Suggested Citation

  • Salomann, Harald & Dous, Malte & Kolbe, Lutz & Brenner, Walter, 2007. "Self-service Revisited:: How to Balance High-tech and High-touch in Customer Relationships," European Management Journal, Elsevier, vol. 25(4), pages 310-319, August.
    • Handle: RePEc:eee:eurman:v:25:y:2007:i:4:p:310-319
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    Cited by:

    1. Rita Di Mascio, 2016. "Firms’ adoption of self-service technology: how managerial beliefs shape co-production decisions," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 79-97, June.
    2. Ben Mimoun, Mohamed Slim & Lancelot Miltgen, Caroline & Slama, Boulbeba, 2022. "Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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