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Marketing Health Services 

Customer Service: An Essential Component for a Successful Web Site. 

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Published 1/1/2000 

Author: Cherryl Carlson 

Summary

This article discusses the importance of customer service to a successful health care organization Web site. Poor online customer service may not only outweigh the convenience offered by the Internet, it may actually force customers and patients offline to finish a transaction. Poor customer service can quickly drive a customer to a competitor's Web site. Significance of rapid e-mail response and e-mail management in gaining the loyalty of customer, increase service levels, and generate incremental growth revenues are presented. The article also presents approaches other than e-mail based customer service, including self-help function that lets customers instantly search a knowledge base without the assistance of a customer service representative. It may take the form of frequently asked questions set or a knowledge base that offers search capabilities.

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