BOOK REVIEWS: “Best Face Forward: Why Companies Must Improve Their Service Interfaces with Customers”

Customers got their first inkling 25 years ago when ATM machines were introduced. Another hint came along 10 years later when voice mail arrived. The trickle of computerized customer-service inter actions became a flood as we started using devices like parking-garage ticket machines, airline ticket kiosks, telephone voice trees and self-service checkouts for groceries and library books. Internet transactions such as online shopping, banking and purchasing movie tickets also entered the scene. Interacting with these “smart technologies,” which seemed odd…

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