Knowledge management and use in the marketing applications will play an important role in the success of customer service. Workers not only have enough information but they need to know how to manage it to bring an excellent customer service. Companies must be  aware of having expertise workers who know the information flow and how to transmit it in a timely and effective manner. For that, companies will integrate technology and knowledge. the use of marketing applications help to make the process smooth, and it is complemented with the human agents support. In the chapter 13, the mortgage process sample, shows us how the bank builds loyal customer giving their customer  customer satisfaction. The couple were glad. the processwas smooth through the different mortgage applicationusing multichannel. The convenience of online applications and the support of the human agent make the process easier and efficient. That is the way. how companies should manage information system. However, they will  some challenges such as lack of customer knowledge about how to fill applications and the use of technology. for that reason, Marketing applications should be designed in a simple form to be filed.

-It not enoughto hear customers’ complaints but complaints should be addressed by company representantives.

-Complaint/ feedback

company like feedback but not complaints.

- Customers want the company to apology and to fit the problem.most of customer representatives transfer complaints around but not solve the problem.

-call 800number is expensive for company but free for customers.

-One of the problems with outsourcing is language and sometimes geographic.

-there is other online customer service alternatives to ask questions and get information such as live chat and FAQ.

- FAQ- cheaper

-cost- quality

-how improve customer service online.

time

improve quality in the experience