BMG music: building a web site to provide personalized service

The October 1998 PC Week Online article cited below describes the way BMG music re-built a web site to provide more personalized service and to change the nature of BMG's communication with its customers.

Questions:

1. From the customer's viewpoint describe the difference between BMG's new web-based customer interface and the previous paper-based customer interface. What benefits does the new system provide for the customer?

2. From BMG's internal view, describe some of the challenges of creating the new interface and any internal advantages that may have been discovered.

3. Speculate about what might be some of the next developments in BMG's web-based offerings to its customers?

Source:
Wilkinson, Stephanie, "BMG Music Site a Hit," PC Week Online, Oct. 5, 1998
http://www8.zdnet.com/pcweek/stories/news/0,4153,357087,00.html

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