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Seybold (2000) argues that there is an intense revolution due to the capability of the Information Technology tools.
Nowadays, every company can get these tools in order to establish a direct communication to the end customer. Thus, the
customer got a major role in this digital economy. Hoque (2000) emphasizes this idea saying that the customers have access
to a vast quantity of information at the same time. And they usually compare new and better offers of the suppliers,
compelling them to rethink their actions and tendencies.
The E-Commerce has a big potential to new strategies and business opportunities. This movement is inside the
companies (e.g.: cost reductions and improving workflows) and outside the companies (e.g.: better customer relationship
through new sales channels, new products and services, new relationships and new market niches). In this manner, Porter
(2001) distinguishes different ways for that, according to how long the companies have been in the digital environment. For
those who have been for a long time, he suggests the development of real strategies that create economic value to business.
For those who have been recently, he suggests to improve the workflows in order to increase the success characteristic of
their strategies. So, it’s mandatory that the company understands the strategic importance of E-Commerce in achieving its
objectives and accomplishing its own mission.
Virtual Customer Care
Kalakota & Robinson (2002) stand out that there are differences between traditional customers and virtual
customers. Knowing these differences are more and more fundamental and important to companies, because they consider
that the virtual customer is more engaged and involved in the company procedures. McKenna (1999) suggests that the real
time companies have to focus the virtual customer satisfaction, providing support, help, orientation and information to
amplify the simple service, constructing the customer loyalty in a long term.
According to Lopes & Costa (2003), a high quality customer care service is indispensable in virtual environments.
After all, the actual competition could be based in a few clicks on mouse and the environment’s pressure of E-Commerce
above the companies drives them to look for a better virtual customer care service.
Main Virtual Customer Care IT Tools
Reichheld & Schefter (2000) attest that the actual generation of IT tools can provide indispensable instruments to
company develops an efficient virtual customer care. Without these tools, it would be impossible to company to attend the
large demand of customers. But, once the company could apply them properly, the performance of customer care services
can be improved a lot. The notorious virtual customer care IT tools are:
Convention