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Creating the Ultimate Online Customer-Service Experience

Discover the best practices for enhancing your online customer service experience in this comprehensive guide by Stefan Beeli, Vice President of ESP Computer Services. Explore the different levels of technology available—from Bronze to Gold—and how each can benefit both customers and publishers. Learn about the advantages of 24/7 availability, immediate resolutions, and customer self-service. Address concerns related to downtime, security, and system complexity while optimizing your online platform for higher satisfaction and sales.

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Creating the Ultimate Online Customer-Service Experience

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  1. Creating the Ultimate Online Customer-Service Experience Choosing the proper level of Technology A look at some of your options Stefan Beeli, Vice President ESP Computer Services

  2. Overview • Online Customer Service-benefits/concerns. • Create the ultimate site for you • Bronze - No Database Interaction • Silver- Simple Database Interaction • Gold – Sophisticated DB & tools • Tips and Tricks

  3. Potential Benefits • Customer benefits: • 24/7 availability • Online access to account information • Immediate resolution • Customer self service and confirmation • Publisher benefits: • Satisfied customer • Sell more products/subscriptions and cross-sell • Gain more demographics • Analyze purchasing patterns • Reduce costs

  4. Think about… • You have to offer online customer service. Know the answers before starting. • Does it matter if there are a few problems? • Isn’t something better than nothing? • Doesn’t your cousin do this stuff? • How do I know it’s working? • How do I maintain it?

  5. Concerns • Stuff Happens - Downtime, Paypal, Google, anyone. • Poor Customer Service can result in: • Lost sales • Lost reputation/brand loyalty • Development costs can get out of hand • Ongoing maintenance/management • Difficult to test all environments • Security Risks – credit cards, customer data • Lack of visibility into what’s happening • System error notifications – real time is best… • Reporting of lost sales and transactions –incomplete transactions

  6. Bronze Bronze - Features • Features • FAQ • Customer Service contact info • General inquiry forms • Basic Forms - New, COA, Renew, Pay Bill

  7. Bronze Bronze Benefits • Benefits– Better Customer Service • Reduce confusion, inquiries, immediate answers • 24/7 Availability. • Self Service – maybe lower costs • Perception of your company

  8. Bronze Bronze Concerns • Concerns– No Database interaction – can’t: • Customize renewal offers • Verify amount due • Automate transactions - more effort/same work • Maintenance of site

  9. Silver Silver Features • Features – Database Interaction with site • Account overview • Tailor navigation to customer • Automation of transaction processing • Ability to share information across the web • Customized confirmation emails and letters

  10. Silver Silver Benefits • Benefits • Personalize offers /navigation/messaging • Custom renewal/Correct amount due • Expose data in real-time (gate-keeping) • Easier to order additional products • Simple up-sell opportunities

  11. Silver Silver Concerns • Concerns • Need to authenticate user • Expose current client data to others • Interaction is more expensive to maintain • More complex to develop new services • Testing and visibility become more difficult

  12. Gold Gold Features • Features– Ultimate Online • XML Web Services • Integrated database Interaction • Additional self-service tools • Customized pop-ups and messaging • Custom pricing based on other purchases, demographics, etc.. • Management and reporting tools

  13. Gold Gold Benefits • Benefits– Ultimate customer service • Tailored to customers perceived needs • Cross-up/selling logic based on complete account view • Open standard (XML) used to interact with sites/processes • Customer service for group accounts - Warner • Invoices generated from recent order; receipts generated from recent payment. Need a real-time database. • Real-time and summary reporting

  14. Gold Gold Concerns • Concerns– • Interaction is more expensive to maintain • Additional security concerns • Additional complexity to manage • Works best with real-time integrated database

  15. Tips and Tricks • Keep it Simple • If your goal is paid subscriptions, beware of: • Confusing offers/Discount codes • Trying to capture too many demographics • Required fields (phone, email, fax, etc) • Keep customer comfort level in mind. • Is web site secure ? • How easy is it to complete the transaction ? • Is there confirmation and follow-up?

  16. Tips and Tricks • List customer service contacts on every page. • Always Test your site – Often • Use different browsers & computers • Develop a checklist for regression testing • Web server should trap errors and notify in real-time via email or pager • Monitor and collect data throughout the transaction process. Problems/Payup stats. • Use Analytics – Google Analytics is free! • Have someone outside your work test and evaluate

  17. Conclusions Online Customer Service has great benefits and also costs. Take them into consideration and choose a model that works for you.

  18. Thanks! Stefan Beeli, Vice President ESP Computer Services

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