However, as the prevalence in Internet usage for supply chain needs and partner communications increases, the corporate market will eventually incorporate these elements into an xRM scheme. As Internet penetration continues, first-generation Web sites tend to be predominantly static. The drive for these small companies to get online revolves around communication and information needs. Although the Internet is seen primarily as an information source in small markets, small companies are beginning to view the Internet as a potential medium to interact with customers and perform basic operations. With a growing number of businesses using Web sites to provide information or commerce capabilities, some type of online customer service within small markets is inevitable.
Customers expect high-quality service regardless of company size.
However, true online customer service has yet to take a significant hold in small markets because these firms are new to the Web world. Making the online interaction experience, such as commerce and CRM, easy and affordable for small companies has become the latest rage in the IT industry. It will likely be one of the key service offerings that help migrate these customers to more powerful Internet-delivered services. SOHO and small businesses represent potential that will only be realized once Internet penetration has become pervasive. As Internet penetration occurs, the primary focus for these vendors will mirror the customer-centric approach of their larger counterparts.