Transcript Chapter Five - Mrs. Ledesma's Class Website

Chapter Five
Use Friendly Web Sites and
Electronic Communication
Objectives
1.
2.
3.
4.
5.
6.
Describe the importance of Web-based customer service and
the four categories of such service.
Acknowledge the cost advantages of “Webifying” customer
service.
Recognize the key disadvantages of e-service.
Identify some tools and approaches organizations can use to
make the most of the service potential of the Web.
Apply five action tips for avoiding e-service problems.
Utilize five action tips for evaluating and growing your eservice effectiveness.
Customer Service, 5e
Paul R. Timm
2
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
What is Web-Based Customer Service?
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Customers expect businesses to have a Web site
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FAQs: Frequently Asked Questions
Email: Delayed Answers
Web chat: Live Answers
Blogs
Personalized Self-serve Answers
Customer Service, 5e
Paul R. Timm
3
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Recognize Disadvantages of Web-Based
Service
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NOT a substitute for handling all customer
contact
Use “in addition” to other channels of
communication
Customer Service, 5e
Paul R. Timm
4
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Five Action Tips for Avoiding E-Service
Problems
Be There and Be Quick
Customer Service, 5e
Paul R. Timm
6
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Make Site Navigation Simple
Customer Service, 5e
Paul R. Timm
7
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Respond Quickly
Customer Service, 5e
Paul R. Timm
8
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Provide Communication Alternatives
Customer Service, 5e
Paul R. Timm
9
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Pay Attention to Form and Function
Customer Service, 5e
Paul R. Timm
10
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Five Action Tips for Evaluating and
Growing E-Service Effectiveness
Track Customer Traffic
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Web analytics: the measurement, collection,
analysis, and reporting of Internet data for
purposes of understanding and optimizing Web
usage
Click path: the customer took to get to the site
and whether the customer is a first-time visitor
Customer Service, 5e
Paul R. Timm
12
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Benchmark Service Levels
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Benchmarking: keeping careful statistics about
existing service levels
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Can be used to set targets for the future
Customer Service, 5e
Paul R. Timm
13
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Teach Your Site to Learn
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What doesn’t work and what content is missing
What click paths end in dissatisfied customers
What new questions your customers are asking
Customer Service, 5e
Paul R. Timm
14
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Build an Ongoing E-Relationship
Customer Service, 5e
Paul R. Timm
15
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
End High for Better Loyalty
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Apologize for any inconvenience
Solve the problem
Offer a peace token
Customer Service, 5e
Paul R. Timm
16
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.