Resumen
The article presents how visualization tools can be effectively applied to improve and enhance the different stages of the customer relationship management function. Electronic-commerce is taken for granted in the marketplace today and yet it is still common to find Web sites with poorly designed search functions, clumsy online catalogs, unimpressive product displays and limited tools to assist customers in their purchase process. Even those Web sites that fare well in these parameters are working hard to attract and retain customers in this challenging environment. Competition in the online marketplace is intense and sites that make it easy for the customer to interact with them are the ones that are going to be successful over a longer term. Visualization is proving to be a strong mechanism for attracting, assisting, acquiring and analyzing online customers. Visualization tools provide effective mechanisms for understanding customer behavior, increasing customer loyalty and providing effective customer service all of which will help a site to better cater to its customers. Meaningful visualization applications aid customer decision making, which could lead to a brighter future for many firms trying to build a thriving business online.