Customers can manage their account, follow progress of their orders, and improve delivery to their own customers through Cisco's Web-based system. The convenience of Cisco's system engenders customer loyalty while cutting huge costs out of the sales and delivery process for the company. The same is true on the consumer side of the equation. My partner bought on the spot. Yet few companies offer such highly personalized, history-driven offers.
Many businesses fear the issue of trust in relationship to their customers.
Another reason that many businesses fail to deliver to customers is that they have not thought creatively about how to apply these Internet tools directly to their business. Many still think of the Internet as another communication channel, like a telephone, and fail to see what the Internet can deliver, both in reaching mass markets on an individualized basis and in capturing powerful network effects that can accrue to your business as well as your customer's. Using a self-service format, advertisers manage their relationship with GoTo through an automated but highly personalized gateway. Based on the advertiser's criteria, the site automatically generates a series of keywords for bidding, creating detailed reports on the number of page views for a given keyword, click-through ratios, and so on. As bidding changes, bidders are notified via email, with links for automated bid adjustment.