The Web offers businesses unique opportunity to reach out to their customers. Thus, business-to-consumer and business-to-business sites [hat want to capitalize on that opportunity must include a customer relationship management function. Customer service personnel help design and implement customer relationship management activities in the electronic commerce operation. They can. For example, issue and administer passwords, design customer interface features, handle customer e-mail and telephone requests for service or follow-up action, and conduct telemarketing for the site. Companies strive to provide the best possible service to satisfy the demands of their customers. The increasing power of customers to organize and express their expectations on the Web is a natural extension of the increase in consumerism that has occurred over the past two decades