E-Service.

• Author: Marshall, Jeffrey
• Position: Review

E-Service. By Ron Zemke and Tom Connellan. Amacom, 341 pages. $25.

Service is often the defining measure of success in competitive markets, and the Internet marketplace will be no exception. As authors Zemke and Connellan note, we're moving from an era in which e-business success will be determined less by business models (companies with flawed models will die relatively quickly) than by delivering topnotch, repeatable service that creates satisfied customers.

Zemke and Connellan - Minneapolis-based consultants behind the successful Knock Your Socks Off Service series of books -- offer two dozen ideas for differentiating a company's Web site by emphasizing superior service. These include such nuggets as personalizing the experience for the customer, creating "uniqueness" on the site, delivering end-to-end service, encouraging...