Abstract
This paper presents a critical review of e‐service in Northern Ireland Electricity, highlighting the challenges faced by a large electrical utility, in integrating IT with customer service aspirations, such as customer education, attracting new customers, and building and developing more meaningful customer relationships. It presents the organisation's proposals for overcoming these challenges, deducing a set of guidelines, which allow the e‐service strategy to be effectively operationalised, and when implemented will provide mutual benefits for both the customer and the organisation.
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