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

  9. ACCEPT OTHER CHANNELS?

  10. POWERED BY SERVICE

  11. SOCIAL MEDIA ROLE IN CUSTOMER SERVICE http://www.clickz.com/clickz/column/2027223/integrate-customer-service-social-media-marketing

  12. MASHABLE SM CUSTOMER SERVICE AWARDS • Zappos • Pottery Barn • Boingo http://mashable.com/2010/11/23/customer-service-award/

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

  14. CRM MAGAZINE 2011 LEADERS, ELITE • Contact Center InfrastructureWinner: Genesys Telecommunications Laboratories • Interactive Voice ResponseWinner: Genesys Telecommunications Laboratories • Web Self-ServiceWinner: RightNow Technologies • Web Interaction ManagementWinner: RightNow Technologies • Enterprise Feedback ManagementWinner: Allegiance • Contact Center SearchWinner: RightNow Technologies • Workforce Optimization SuiteWinner: Verint Systems • OutsourcingWinner: Convergys • online retailer Drugstore.com, which took a dose of RightNow Technologies to get better at making its customers look good; • network-solutions provider Enterasys Networks, which turned to Salesforce.com to create relationships as well as efficiencies; • Infusionsoft, a provider of email marketing software for small businesses, which used an online environment designed by Helpstream to enable customers to provide their own community-based support; • insurance giant New York Life, which used a Verint Systems deployment to give its contact center agents something to stick around for • Southwest Airlines, which, thanks to Virtual Hold Technology, now offers passengers the choice to hang on or hang up. Much more data @ http://www.destinationcrm.com/Authors/2528-the-Editors-of-CRM-magazine.htm

  15. EVOLUTION OF CUSTOMER SERVICE STRATEGY

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

  17. 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

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

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

  20. STRATEGIC IMPERATIVE Deliver Outstanding CUSTOMER EXPERIENCE

  21. 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

  22. SERVICE ON THE GO Figure 9-4

  23. MOBILE IS NEXT?

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

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

  26. 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

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

  28. STRATEGIC CUSTOMER CARE

  29. 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

  30. A VIRTUAL AGENT - ? Figure 9-6

  31. EGOV IMPORTANT (SERVICES)

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

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

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

  35. 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

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

  37. 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

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

  39. 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!

  40. 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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