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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES

INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES. CHAPTER 9 Customer Service and Support In Web Space. WHAT IS YOUR CUSTOMER SERVICE EXPERIENCE?. WHAT DO CUSTOMERS DO IN RESPONSE TO POOR SERVICE?. IMPACT OF POOR SERVICE. COMPLAINTS AND RESULTS. Customers Complain—Or Not

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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES

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  1. INTERNET MARKETING:INTEGRATING ONLINE AND OFFLINE STRATEGIES CHAPTER 9 Customer Service and Support In Web Space

  2. WHAT IS YOUR CUSTOMER SERVICE EXPERIENCE?

  3. WHAT DO CUSTOMERS DO IN RESPONSE TO POOR SERVICE?

  4. IMPACT OF POOR SERVICE

  5. COMPLAINTS AND RESULTS • Customers Complain—Or Not • If They Do Not Complain, They are Less Likely to Repurchase • If Customers Complain • Their Problems are Resolved—Or Not If They Complain —Even If Their Problem is Not Resolved— THEY ARE MORE LIKELY TO REPURCHASE THAN IF THEY DO NOT COMPLAIN

  6. FINANCIAL IMPACT OF GOOD SERVICE IMPORTANCE OF EMPLOYEE INCENTIVES

  7. WHAT DO BUSINESS HAVE TO DOTO DELIVER EXCEPTIONAL SERVICE? B2B as well as B2C

  8. TWO PERSPECTIVES http://www.marketingcharts.com/direct/most-online-shoppers-want-live-customer-service-10712/ http://experiencematters.wordpress.com/2009/11/12/world-usability-day-shoutout-to-25-firms/

  9. RECENT STUDY http://www.convergys.com/vision/rm-insights/research/key-findings-us.php

  10. ACCEPT OTHER CHANNELS?

  11. POWERED BY SERVICE

  12. B2B IN CUSTOMER SERVICE ELITE? http://www.businessweek.com/magazine/toc/08_09/B4073customer.htm

  13. FORCED TO CLOSE STORES ANYWAY

  14. EVOLUTION OF CUSTOMER SERVICE STRATEGY

  15. KEY CUSTOMER SERVICE CHANNELS • Telephone • Web-Based • Live Person • Email, Instant Messaging, Live Chat • Automated • FAQs, Knowledge Bases, Video

  16. SAMPLE COSTS BY CHANNEL • Telephone with Live Rep $9.50 • Email by Live Rep $5.00 • Live Chat $5.00 • Email with Auto Support $2.50 • IVR $1.10 • Web Inquiry $ .50 • Automated Email $ .25

  17. SAMPLE CUSTOMER USE BY CHANNEL • Telephone Call 77% • IVR 13% • Web Self-Service 4% • Email 4% • Web Chat 2%

  18. STRATEGIC IMPERATIVE To Migrate Customers To Lower-Cost Service Channels WITHOUT DECREASING SATISFACTION

  19. STRATEGIC IMPERATIVE 2009 Deliver Outstanding CUSTOMER EXPERIENCE

  20. Customers Prefer When Experience Sudden Need Self-Service Better Than Alternatives Fulfilled Their Needs Customers Dislike When Technology Fails Process Doesn’t Work Poor Service Design Cannot Understand Technology SATISFACTION WITH SELF SERVICE

  21. SERVICE ON THE GO Figure 9-4

  22. IS MOBILE NEXT?

  23. CUSTOMER SERVICE > EXPERIENCE http://www.rightnow.com/resource-video-8-steps.php

  24. SERVICE IN OTHER SPACES • B2B Firms like Dow Chemical Make Good Use of Advanced Techniques To Serve Customers • eGovernment is Serving Citizens

  25. CUSTOMER SERVICE THEMES • Customer Service Orientation Must Pervade All Departments Of An Enterprise • Superior Customer Service Requires Long-Term Commitment (Management, Resources) • Build Culture of Customer Service Using Quality Management Principles • “What Gets Measured Gets Managed” • Technology Can Help Improve Customer Service • Customers Want Multiple Service Channels • Customers Want The Option Of Human Contact • Improve The Overall Customer Experience

  26. IMPORTANT PRINCIPLE GIVE CUSTOMERS A CHOICE OF CUSTOMER SERVICE CHANNELS

  27. STRATEGIC CUSTOMER CARE

  28. Telephone Interactive Voice Response (IVR) Call Routing Call Recording Help Desk Tracking Internet Email Response Management (ERMS) Embedded Modules Wireless Push/Polite Push Streaming Media Agent Technology Voice Activitation CUSTOMER CARE TECHNOLOGIES

  29. A VIRTUAL AGENT - ? Figure 9-6

  30. EGOV IMPORTANT (SERVICES)

  31. CUSTOMER SERVICE SOLUTIONS http://www.sitepal.com/

  32. DIY http://www.livefaceonweb.com/default.aspx

  33. What Is The Dark Side Of Differentiated Customer Service?

  34. BUILDING ANTICIPATORY SERVICE • Build Customer Scenarios • Make Customer Service Pervasive • Fulfill Common Requests Before Asked • Make Service Available to Entire Value Chain • Design Process for Seamless Escalation

  35. SAMPLE ESCALATION PLAN • Level 1 – FAQs • Level 2 – Web-Based Self Help • Email, Diagnostic Routines, Knowledge Based • Level 3 – Live Agent

  36. BEYOND LOYALTY -- TOOLS • Be Available 24/7 • Variety of Channels/2-Way Dialog • Tailor Method of Contact to Customer • Listen and Learn • Deliver Personalized Responses http://www.adobe.com/engagement/pdfs/partII.pdf

  37. ‘PEOPLE’ - ESSENTIAL SKILLS http://brandautopsy.typepad.com/brandautopsy/2007/02/eight_critical_.html

  38. TWO MORE IMPORTANT PRINCIPLES Different Levels of Customer Service(Cost Of Customer Contact)Based On Customer Lifetime Value Self-Service Has Great Appeal But It Must Work!

  39. SUMMARY • Customer Care Is A Key Marketing Discipline • Customer Satisfaction/Loyalty, Enterprise Profit • Need Business Processes, Customer Segments, Relevant Technology • Customers Want Choice In How To Access Service • Cost Per Customer Contact Varies By Channel • Develop Service Strategies Based on CLV • Be Sure Technologies Are Satisfiers, Not Dissatisfiers

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