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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. Overview. Online Customer Service-benefits/concerns. Create the ultimate site for you

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creating the ultimate online customer service experience

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

overview
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
potential benefits
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
think about
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?
concerns
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
bronze features

Bronze

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

Bronze

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

Bronze

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

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
silver benefits

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
silver concerns

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
gold features

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
gold benefits

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
gold concerns

Gold

Gold Concerns
  • Concerns–
    • Interaction is more expensive to maintain
    • Additional security concerns
    • Additional complexity to manage
    • Works best with real-time integrated database
tips and tricks
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?
tips and tricks1
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
conclusions
Conclusions

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

thanks
Thanks!

Stefan Beeli, Vice President

ESP Computer Services

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