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How to Create a Profitable Business Strategy for the Internet & Beyond

How to Create a Profitable Business Strategy for the Internet & Beyond. Patricia Seybold presents:. Customers com. Make It Easy for Customers to do Business with You!. Anecdotes, Tips, & Take-Aways for Women In Technology . A Brief Personal History How to Organize your E-Business for Success

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How to Create a Profitable Business Strategy for the Internet & Beyond

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  1. How to Create a Profitable Business Strategy for the Internet & Beyond Patricia Seybold presents: Customers com

  2. Make It Easy for Customers to do Business with You!

  3. Anecdotes, Tips, & Take-Aways for Women In Technology • A Brief Personal History • How to Organize your E-Business for Success • Key Competencies to Master in Building a CyberBusiness • What’s Hot this E-Tailing Season?

  4. A Brief Personal History • Apprenticeship • Family Business Succession Issues • Focus on Independence Patricia Seybold Group The “Customers.com Company” E-Business Consultants & Thought Leaders Smart, Soulful People who Care about Your Customers

  5. How to Organize Your E-Business Initiatives for Success

  6. What do & have in common?

  7. They’re Cannibalization/ Green Field E-Business Initiatives

  8. How to Organize Your E-Business Group? • As if it were a Separate Company! • Led by a Visionary Business Executive: VP Sales, VP Interactive Marketing, VP Customer Advocacy • Strong in-house Technology Visionary • Responsible for All Customer Touchpoints • Own the Total Customer Experience • Separate P&L: 2-year ROI

  9. Use the “Paper Napkin” Visioning Technique to Build Consensus

  10. What Other Skills Will You Need? • Customer Experience “owner” • E-Merchandising expert • Strong In-House Content Team • WebMaster • In house Communications/PR • System Integration Help • Graphic Design Help

  11. Measure what Matters The Metrics of the New Economy: • Customers/Members/Subscribers • Repeat Customers • Revenues per Customer per Year • Customer Retention Rates • Lifetime Value of your Customers • What you Know about your Customers

  12. E-Business Models to Watch • Auctions: B-to-B and B-to-C • Digital Marketplaces • Syndicated Content • Manufacturers’ Aisles • Wireless Phones, PDA/Pagers & Games • E-Wallets, smart cards & customer-owned profiles • Scenario Nets

  13. Key Competencies to Master

  14. Two Key Competencies to Master 1. Customer Scenario Design 2. XML Semantics & Tagging

  15. What’s Your Customers’ Scarcest Resource?

  16. New Competency to Master: Customer Scenario Design • What Makes most Web Sites Hard to USE? • Not Designed from the Customer’s point of view • Target Customer/Role/Context • What’s the Purpose of the Interaction? • How do you Streamline it?

  17. Use Customer Scenarios to Cement Relationships • Focus on the 3 or 4 Key Scenarios each Target Customer/Role needs to do • Make sure these Scenarios are easy to find and execute from the home page • Look for Bottlenecks and Obstacles and Remove Them • Continuously Improve these Scenarios • It’s about saving customers’ time!

  18. Coming Soon….Scenario Nets! Purchase Spare Parts and Arrange for Emergency Service Find, buy, furnish, & landscape a new home Register my car, pay my taxes, renew my license

  19. What’s a Scenario Net? • A set of linked tasks and activities the customer wants or needs to perform that takes him across company and/or Web site boundaries • A streamlined set of activities based on the customer’s context; context and customer profile information is preserved as the customer moves from site to site • The customer OPTS IN to scenario nets

  20. What’s the Biggest Single Usability Problem on most Sites?

  21. Can’t Find What I’m Looking For Quickly What’s Needed: • Comprehensive Text Search • Comprehensive Parametric Search • Finder/Advisor • Browse/Catalog/Departments • Gift-giving scenario • Recommendations: What’s Hot!

  22. Help Decision-Making

  23. What is the Simple Little Technology that Enables E-Merchandising?

  24. The Importance of XML • eXtensible Markup Language (XML) is the engine of e-business transformation • XML enables: • Application-to-application integration • Database-to-database synchronization • Cross-organizational workflows & e-processes • Industry Transformations!

  25. What’s Hot this E-Tailing Season?

  26. What do Have in Common?

  27. They’re Clicks & Mortar Operations!

  28. 1999 Patricia Seybold Group Clicks & Mortar Offers an E-Tailing Advantage

  29. “I want my customer to shop in the store in the mall on Saturday, receive a catalog on Tuesday, and shop on the Web Friday night, after the kids are in bed.”Judy Neuman,Divisional VP, Eddie Bauer I-Media Group

  30. Clicks & Mortar 101 • Shop online, pick up at the store • Shop online, return at the store • Shop online AT the store • Create a seamless experience across catalog, Web & stores • Foster customer loyalty across channels • Manage Inventory across channels

  31. Should Manufacturers Sell Direct? • Yes, they have no choice! • Customers want to be able to buy direct • Retailers need to make their real-time inventory accessible from manufacturers’ Web sites • Manufacturers/wholesalers will continue to rely on retailers for convenient shopping, pick up/delivery & service

  32. What’s the Biggest Danger for Internet Retailers?

  33. The Fulfillment Iceberg • It’s huge! • It’s dangerous! • Most of the danger is hidden from sight • Internet Shoppers expect 1-day delivery • Pick, Pack & Ship must be flawless • Returns handling must be simple (no MRA’s!) • Gifts need to be wrapped & carded

  34. Who Does a Good Job? • Fultonstreet.com • eToys • Smith & Hawken • Cyberian Outpost • Hana Flowers • Dick’s Sporting Goods

  35. There’s more to Fulfillment than Pick, Pack & Ship • Application integration & management • Realtime inventory management • Proactive emails at every step • 24 x 7 exquisite customer service • Complete customer profile • Complete transaction history • Complete record of service issues • Power to resolve issues in the moment • Integrate call center & email

  36. Participate in the Customers.com E-Tailing Challenge! • 50 Criteria Measuring the Holiday online Shopping Experience • Come to our Web site October 15th: www.Customers.com! • Participate in the Customers.com E-Tailing Challenge • Make Your Online Shopping Experience Count!

  37. How to Be Successful in Internet Time! • Focus on your End-Customers • Save them Time; Design Streamlined Customer Scenarios • Design an Integrated, Cross-Touchpoint Strategy • Build an Organization that Works! • Measure the Right Stuff!

  38. Need More Info on Customers.com® Research and Consulting? • Come to our Web site: www.Customers.com • Keep up with our thought leadership: Sign up for the Customers.com® service • For consulting, contact Sales@Customers.com • To interact with me, email me at pseybold@customers.com

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