E-stuff: In the rush for high tech, have we forgotten the high touch?

Argues that e-commerce to succeed must develop the human touch (personalisation, interaction). Six hypotheses are posed and discussed: 1) customers are deterred not by technology but by lack of customer support strategies; 2) order fulfilment is neglected by could be the best way of demonstrating customer satisfaction; 3) e-commerce changes the balance of the supplier-consumer relationship, making the consumer more equal/in control; 4) potential for one-to-one marketing grows hugely, and both sides win if it is correctly deployed; 5) physical shopping will not be superseded, but will become complementary; 6) e-businesses are making no profit from selling to consumers: the most productive area in the next year or two will be b2e: business to employees.

E stuff: In the Rush for High Tech, Have we Forgotten the High Touch?

Steve Reiman The HPI Research Group


This paper seeks to demonstrate that there needs to be a 'balancing effect' whenever new technology is introduced: 'high tech' solutions...