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Modern tools in customer relations (part 2)

If your friends have ever been saying things about you behind your back...<br>...you probably would like to know what they were saying. On the Internet, the issue is much easier. Check how it looks. More on http://www.ideoagency.com/

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Modern tools in customer relations (part 2)

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  1. Modern tools in customer relations (part 2) How to do it well? www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  2. Presentation plan o Introduction o What do Internet users like o A few important designing principles o Different tools... o ...but the same process www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  3. Progressive globalization processes and the development of information technologies mean that more and more companies are choosing to use IT tools to communicate with their customers. This not only speeds up the delivery of business processes and customer service, but also reduces the costs involved. As a result, it contributes to the increase of profits generated by the company. www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  4. More and more people have Internet access. We are accustomed to the wide availability of the Internet, mobile devices, easier contacts with other people / companies. We can easily say that we even demand this type of contact. We do not talk about it, but... we are sad when someone "is not there"... www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  5. Some prefer the Customer Service Office, which they can visit, other telephone contact. Another person can be satisfied with an online customer service, or even with a chat with the consultant. In order not to be blamed by customers for bias (or worse) - we should give everyone an equal chance and meet their expectations. www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  6. But who knows what they want? A few words about habits... www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  7. Communication We are not in the information era... We are in the age of entertainment The Internet affects not only the form of a content presentation and the content itself but also its quality. Even in the case of a more ambitious content, authors use entertainment elements to have a chance to break through. www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  8. Draw conclusions As ancients used to say: learn from your mistakes. The most important thing, however, is to learn from others… As much as possible, analyze your competition’s strategy in the context of your topic. See what they are doing, how they are doing it and what are the results? If someone is doing something well - it's worth repeating (but not plagiarizing ...) If someone is doing something wrong - you already know how to avoid it www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  9. Draw conclusions 2 BILLION PEOPLE ON THE INTERNET 200 MILLION BLOGS 5 BILLION ENTRIES ON FACEBOOK PER WEEK MORE THAN 1 BILLION PEOPLE USE SOCIAL NETWORKS www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  10. Draw conclusions 36% OF SOCIAL NETWORKS USERS WRITE ABOUT BRANDS www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  11. It's all about their emotions… www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  12. As you know, 1 unsatisfied customer can do more harm than 10 satisfied ones. If one is very unhappy, it will be even more productive... www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012 | 31.05.2012

  13. Monitor the situation www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  14. Draw conclusions – monitor the situation If your friends have ever been saying things about you behind your back... ...you probably would like to know what they were saying On the Internet, the issue is much easier. If the content about us is available publicly, media monitoring tools will find it. You can react appropriately if someone writes about you and later draw conclusions from what they said. www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  15. Draw conclusions – monit the situation www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  16. Draw conclusions – monitor the situation There are also more advanced ones - paid tools. It's not about tools, but how you use them www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  17. Draw conclusions – monitor the situation CUSTOMER SERVICE www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  18. Draw conclusions – monit the situation SALES SUPPORT Tracking key phrases for your business can help you find clients across the network. www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  19. What will you do when someone visits you? www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  20. Straight to the goal? www.ideo.pl

  21. What is it utility? Website’s usability is a feature that helps you effectively achieve your goals. What does usability measure? Task execution speed ● Speed of learning ● Number of errors ● Satisfaction ● www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  22. Some facts – www.kupujemyoczami.pl www.ideo.pl Łukasz Szymański, Specjalista ds. e-marketingu, Ideo Sp. z o.o. | Innowacyjne zarządzanie informacją o Kliencie w Energetyce | 31.05.2012

  23. Audience ignores ads (and everything that resembles them) www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  24. But they love numbers www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  25. … and videos and product animations www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  26. They don’t like reading (unless they are interested in something) www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  27. They don’t like to be left with nothing www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  28. They would like to buy something, but they do not always know how… www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  29. They like being kept up to date www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  30. They prefer simple forms www.ideo.pl

  31. … and simple, intuitive content layouts www.ideo.pl

  32. They also like clear messages www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  33. There are some important rules Things one should be paying attention to while designing. www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  34. There are some rule-clues Providing the state of system’s operation (e.g. confirmation of actions) ● User control (well-marked exits, option to repeat and undo actions, complications while ● doing irreversible operations) Errors warning ● Helping users to recognize, diagnose and deal with errors (well-marked forms) ● Adaptation of the system to the real world - taking into account the language, culture of ● the recipient Coherence with standards, adjustment to the category ● www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  35. There are some rule-clues Testing your business website using different browsers and in different conditions ● Placing important information at the top of the screen ● Providing information in a clear and precise way ● Everything should be flexible and efficient (keyboard shortcuts, toolbars, menus) ● Everything should be made aesthetically and economically (e.g. little graphics) ● Provide help and documentation (e.g. alphabetical order, possibility to sort thematic help) ● www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  36. There are some rule-clues Dividing information into smaller parts (e.g. dividing a longer form into several steps) ● Avoiding unnecessary special effects, animation, news ● Limiting the time of system’s loading ● Immediate reaction of the system to the user’s actions ● Accumulating all slow processes if system delays cannot be eliminated - allows the user ● to do other things at that time www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  37. There are some rule-clues Limiting the use of colors in tables ● Using a textual GUI content that is more user-friendly ● Using the same graphical symbols in similar situations (semantic information) ● Avoiding drawings that resemble ads ● Performing functional tests on the competition’s GUI ● www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  38. There are some rule-clues Avoiding excessive highlighting ● If the content of the website is graphic, it should also be able to display text information ● (the browser cannot always display graphics) Using default fonts ● Optimizing image sizes ● Avoiding bright colors ● Avoiding frames on web pages ● www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  39. There are some rule-clues Avoiding pop-up windows ● Titles of web pages should represent a general theme of the website ● Providing information about one’s position on the website ● Fixed navigation areas are the top and left sides of the website (animation + different ● parts of the website = "navigation noise") Avoiding unnecessary navigational elements ● Using additional navigation elements - three different navigation elements: links, site plan ● and search engine www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  40. There are some rule-clues Using search option on each web page, but they should not be used to search the entire ● network Providing navigation on each page of the presentation to users who entered one of its ● pages Using links that are easy to understand ● Using URLs that are easy to understand ● www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  41. There’s no accounting for tastes… But the aim is always the same www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  42. How can it be done? A very common tool informing internet users about basic facts is FAQ. It provides answers to the most frequently asked questions. In more advanced versions, it allows you to search the question and answer database and report your own problem / a question to resolve. Often it is the first interface of the system that handles reports. www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  43. How can it be done? A more advanced system is called a Virtual Advisor. It is equipped with mechanisms of artificial intelligence. This tool simulates a conversation with another person by analyzing the questions asked and matching answers to them from the extensive knowledge base. Depending on your preference, this system can be combined with an animation simulating the conversation with the user. www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  44. How can it be done? LiveChat is an indirect tool between a regular chat and a telephone contact with a company consultant. It allows a conversation with a consultant in the form of a chat, it supports inquiries queue, it allows you to leave a message asking for a contact. It also provides a printout of the conversation history. In a more advanced version, it connects to virtual advisor mechanisms and tracks user’s behaviour on the website, deciding when it is best to start the conversation. www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  45. How can it be done? The online Customer Service system will allow you to access general information about your offers and services, but also (after logging in) will give you access to your billing history and other personalized data. Such a system can be combined with a virtual consultant, liveChat, etc. to provide maximum amount of information to the clients and maximize their satisfaction with the service. www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  46. How can it be done? Call Center – everyone knows what it is and what it serves. Thanks to this type of system we are able to learn practically everything and perform operations on our client account. www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  47. How can it be done? Information kiosks can be divided into two categories: A kiosk with a person that works there ● Computer interactive information kiosks with an installed customer service ● system www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  48. How can it be done? Whatever method we choose – we must remember one thing: One standard ● One level of service ● One set of knowledge and information ● Access to the same tools ● www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  49. Ok – we can do it! We want to serve customers in the best possible way. We want to make their life easier, so we design new solutions. We want customers to be happy to use it, because that is why we implement it. Who do we often ask for the opinion? •We know very well how something should work •Traders will gladly tell you how to do it, because they have the best contact with customers •CEO of course knows best www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

  50. Do not forget about something? This tool is intended for customers. It should solve their problems Only then they will be happy to use it. We only operate this system / tool and if everything goes well, we will also benefit from it. Why do we need the best system, if no one wants to use it? www.ideo.pl Łukasz Szymański, E-marketing specialist, Ideo Sp. z o.o. | Innovative customer information management in Energetyka | 31.05.2012

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