In the decade since the World Wide Web was introduced, the only certainty that marketing managers have faced is uncertainty. During this period, a major strategic thrust of business, government, and nonprofits has been implementing technology-based service systems. These service systems have transformed every aspect of our lives—including how we socialize, manage our money, purchase goods and services, and gather information. Yet any organization that has a stable and functioning e-service model shouldn’t become too smug. The pace of change is accelerating-not slowing-as a convergence of cutting-edge technologies, millennial lifestyles, and technology-related demographic shifts is moving the world of e-services from evolution to revolution.
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