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UNIVERSITY OF MASSACHUSETTS DARTMOUTH

UNIVERSITY OF MASSACHUSETTS DARTMOUTH. Fahri Karakaya, Ph. D. Charlton College of Business Department of Marketing/BIS This E-Commerce Network is one of the 25 network organizations sponsored by Mass. MEP www.Umassd.edu/ecommerce. UMass Dartmouth. AGENDA. Breakfast & Networking

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UNIVERSITY OF MASSACHUSETTS DARTMOUTH

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  1. UNIVERSITY OF MASSACHUSETTS DARTMOUTH Fahri Karakaya, Ph. D. Charlton College of Business Department of Marketing/BIS This E-Commerce Network is one of the 25 network organizations sponsored by Mass. MEPwww.Umassd.edu/ecommerce UMass Dartmouth

  2. AGENDA • Breakfast & Networking • Introductions • Network Group Discussion • Presentation“Connecting with Customers Using the Internet: customer service,”by Fahri Karakaya, University of Massachusetts Dartmouth UMass Dartmouth

  3. 5 0 < 1 Y e a r 1 - 3 Y e a r s 4 0 > 4 Y e a r s 3 0 Percent 2 0 1 0 0 l e s s $ 5 0 - $ 1 0 0 - $ 5 0 0 D o n ' t t h a n $ 1 0 0 $ 5 0 0 o r k n o w $ 5 0 m o r e Consumer behavior patterns Experience: • 76% filling out a form on the Web. • Online purchases are more than paper catalog purchases for Net buyers. • 32% spent between $100-$500 • Spending of less than $50 decreases steadily as shoppers gain experience. • Women are more likely to make smaller purchases compared to men.

  4. Types of Customer Service Functions • Answering customer inquires. • Providing technical and other information • Letting customers track accounts or order status • Allowing customers to customize and order online (e.g., Dell Computer and Levis)

  5. Online Customer Satisfaction • 70-75 % of shoppers still abandon shopping carts without purchase! • Internet marketers have made improvements! • 96% of home buyers surveyed who used the Internet to shop for a new home are completely satisfied compared to 44% of traditional home buyers • Airline web sites - provide real-time information (e.g., arrivals & departures)

  6. Customer Service / Management • Static Support:Companies are able to make extensive amounts of product / company information available to customers Important: 1) Good Web Site design with search capability and navigation.2) Customer Service area with FAQ’s3) Accurate and up to date content

  7. Customer Service / Management Dynamic SupportCustomers are able to interact with the sites to get support information. Examples: - Text boxes text chat (instant messaging) - Online one-to-one typed dialogue with customer reps. - Forms for customers to fill out See Wiredempire.com SeeLivePerson.com

  8. - Voice over the Internet

  9. Customer Service / Management • 24/7/365 e-mail- Auto responders to e-mail e.g. - will be out of the office until..…- Automatic & instant answers to questions asked in e-mail or forms. - Aptex Software Inc, markets artificial intelligence tools to understand questions without human intervention, and even get the tone of e-mail whether angry, sarcastic, or humorous.- Notify customer on transaction related communications such as order status and receipts via e-mail.

  10. Customer Service / Management • Streaming video over the Internet • Mustang Software, eGain Communications, and Kana.com Communications, Brightware.com market software programs that can read and make sense of e-mails.

  11. Customer Service / Management • Newsletters are important in building a community. Need permission! • Intelligent Web site performing certain tasks (e.g., purchasing a car - calculating price and financing), and purchase transactions Example: Federal Express - Tracking Important: 1) Speed 2) Accuracy of information 3) Trust 4) Quality Experience

  12. Most important • Human contact - customers should be able to speak to customer reps via telephone. • 1-800 numbers - call centers • Quality experience - -timely and accurate response to customer inquiries-Speedy product delivery-Make it easy for customers to return / exchange products

  13. Most important • What will cause people to come back? - Info. For customers to download (e.g., user manuals) - Freebees - Sweepstakes - Auctions e.g., Lufthansa ticket auction • Don’t just supply electronic information, create an online community (e.g. customers able to speak to one another) • Customer Frustration means:No Purchase + No Repeat Visit

  14. Most important Personalization and Privacy + • Can learn about customers’ preferences Amazon.com, Expedia.com • Tracking and data mining softwareSee hncmarksman.com, Data distillers.com

  15. Most important • Some people feel - invasion of privacy • Some people do not even know • Personalization consortium study - most people prefer to have their actions tracked and personal information stored.

  16. Personalization.org

  17. Useful Web Sites on Customer Service • For latest customer service data and trends: www.csr.co.za • International Customer Service: Association www.icsa.com • Advice and Discussion Groups:www.indy.net/robo

  18. UNIVERSITY OF MASSACHUSETTS DARTMOUTH Fahri Karakaya, Ph. D. Charlton College of Business Department of Marketing/BIS This E-Commerce Network is one of the 25 network organizations sponsored by Mass. MEPwww.umassd.edu/ecommerce UMass Dartmouth ranked 5th. among northern public universities by

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