Abstract:

This paper reviews the recent lessons learned by ibm.com from measuring customer satisfaction in its eBusiness environment. It focuses on the opportunities and challenges brought forth in the course of planning and implementing a customer satisfaction measurement system and reports on the approaches developed for dealing with two issues of great concern for the future of eBusiness management: the need for new technologies capable of handling individual-level vs. aggregate-level analysis and the research imperative of fusing behavioral and attitudinal data in a single set at the individual customer level. The paper also demonstrates the need for and the viability of global research partnerships that can bring together the most advanced technologies regardless of the country or continent of their origin.