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 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
FINANCIAL IMPACT OF GOOD SERVICE IMPORTANCE OF EMPLOYEE INCENTIVES
WHAT DO BUSINESS HAVE TO DO TO DELIVER EXCEPTIONAL SERVICE? B2B as well as B2C
RECENT STUDY http://www.convergys.com/vision/rm-insights/research/key-findings-us.php
ACCEPT OTHER CHANNELS?
POWERED BY SERVICE
SOCIAL MEDIA ROLE IN CUSTOMER SERVICE http://www.clickz.com/clickz/column/2027223/integrate-customer-service-social-media-marketing
MASHABLE SM CUSTOMER SERVICE AWARDS Zappos Pottery Barn Boingo http://mashable.com/2010/11/23/customer-service-award/
B2B IN CUSTOMER SERVICE ELITE? http://www.businessweek.com/magazine/toc/08_09/B4073customer.htm
CRM MAGAZINE 2011 LEADERS, ELITE 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. Contact Center Infrastructure Winner: Genesys Telecommunications Laboratories Interactive Voice Response Winner: Genesys Telecommunications Laboratories Web Self-Service Winner: RightNow Technologies Web Interaction Management Winner: RightNow Technologies Enterprise Feedback Management Winner: Allegiance Contact Center Search Winner: RightNow Technologies Workforce Optimization Suite Winner: Verint Systems Outsourcing Winner: Convergys Much more data @ http://www.destinationcrm.com/Authors/2528-the-Editors-of-CRM-magazine.htm
EVOLUTION OF CUSTOMER SERVICE STRATEGY
KEY CUSTOMER SERVICE CHANNELS Telephone Web-Based Live Person Email, Instant Messaging, Live Chat Automated FAQs, Knowledge Bases, Video
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
SAMPLE CUSTOMER USE BY CHANNEL Telephone Call 77% IVR 13% Web Self-Service 4% Email 4% Web Chat 2%
STRATEGIC IMPERATIVE To Migrate Customers To Lower-Cost Service Channels WITHOUT DECREASING SATISFACTION
Deliver Outstanding CUSTOMER EXPERIENCE STRATEGIC IMPERATIVE Deliver Outstanding CUSTOMER EXPERIENCE
SATISFACTION WITH SELF SERVICE Customers Dislike When Technology Fails Process Doesn’t Work Poor Service Design Cannot Understand Technology Customers Prefer When Experience Sudden Need Self-Service Better Than Alternatives Fulfilled Their Needs
SERVICE ON THE GO Figure 9-4
MOBILE IS NEXT?
CUSTOMER SERVICE > EXPERIENCE http://www.rightnow.com/resource-video-8-steps.php
SERVICE IN OTHER SPACES B2B Firms like Dow Chemical Make Good Use of Advanced Techniques To Serve Customers eGovernment is Serving Citizens
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
GIVE CUSTOMERS A CHOICE OF CUSTOMER SERVICE CHANNELS IMPORTANT PRINCIPLE GIVE CUSTOMERS A CHOICE OF CUSTOMER SERVICE CHANNELS
STRATEGIC CUSTOMER CARE
CUSTOMER CARE TECHNOLOGIES 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
A VIRTUAL AGENT - ? Figure 9-6
EGOV IMPORTANT (SERVICES)
CUSTOMER SERVICE SOLUTIONS http://www.sitepal.com/
DIY http://www.livefaceonweb.com/default.aspx
What Is The Dark Side Of Differentiated Customer Service?
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
SAMPLE ESCALATION PLAN Level 1 – FAQs Level 2 – Web-Based Self Help Email, Diagnostic Routines, Knowledge Based Level 3 – Live Agent
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
‘PEOPLE’ - ESSENTIAL SKILLS http://brandautopsy.typepad.com/brandautopsy/2007/02/eight_critical_.html
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!
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