Transcript timm chapter 5

Chapter Five
Use Friendly Web Sites and
Electronic Communication
The Internet is a new avenue for businesses
to deliver customer service
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Provides increased exposure and sales
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Provides decreased marketing costs
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Provides opportunities for better customer
service
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Paul R. Timm
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© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
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The Web is a “perfect” sales channel AND is
an excellent channel for pre-sale and postsale customer support
Customers have come to assume a Web site
for virtually any business
Customer Service, 5e
Paul R. Timm
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© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Customers can use online knowledge bases to
answer their own questions
FAQ’s
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Email responses, searchable by keyword
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Customer service postings, searchable by keyword
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Self-learning knowledge databases, searchable with
multi-word searches
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Paul R. Timm
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© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
 Web chat allows customers and service
representatives to carry on two-way
conversations.
 Blogs can serve the same function—real time
conversations.
 Remember 80/20 rule: the 20% who are reading
blogs influence the other 80%
 One third of US ‘Net users read online forums
Customer Service, 5e
Paul R. Timm
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© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Web self-service has significant cost
advantages over traditional service channels
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Employing only one person to maintain a website
Allowing full-time staff to answer only unusual
questions
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Paul R. Timm
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© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Norms of ‘Net Geners
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Customization
Security
Integrity
Collaboration
Entertainment
Innovation
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© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Poorly managed e-services can eliminate
any potential cost savings and result in
lost customers.
Customer Service, 5e
Paul R. Timm
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© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Successful e-service delivery requirements:
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Website uptime: have redundant servers
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Navigation ease: one click access
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Response speed: less than 2-3 seconds to refresh a
page
Communication alternatives (email, phone)
Form & function. Appropriate site design,
accessibility
Customer Service, 5e
Paul R. Timm
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© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Successful e-service delivery requirements:
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Benchmarking
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Traffic monitoring
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Adaptive knowledge bases
Customer Service, 5e
Paul R. Timm
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© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.
Few companies today can survive without
an electronic presence, and today’s Webmediated customer service offers a low-cost
approach for run-of-the-mill customer
transactions.
Take the opportunity to surprise customers
with exceptional e-service.
Customer Service, 5e
Paul R. Timm
11
© 2011, 2008, 2005, 2001 Pearson Higher Education,
Upper Saddle River, NJ 07458. • All Rights Reserved.