Chapter 5. Use Friendly Web Sites and Electronic Communication Customer service in an Online Environment

Learning objective 1: Describe the importance of Web-based customer service Millions access the Web every day It is an excellent channel for presale and post-sale customer support

Learning objective 2: Acknowledge the cost advantages of “webifying” Can answer customer questions (which may offset potential dissatisfaction) Can build cyber-relationship

Learning objective 3: Recognize key disadvantages of e-service May not be acceptable substitute for phone or direct contact for some people Can frustrate customers (especially if not tech-savvy) Can be time consuming for customers Cost of maintaining, upgrading systems

Learning objective 4: Identify key tools organizations can use to make the most of web service Self-serve common answers (frequently asked questions: FAQs) Delayed answers (responses to emails, instant messaging) Live answers (Web chat or live chat) Blogs (including online forums for discussion with company or other customers) Self-serve personalized answers

Learning objective 5. Apply action tips for avoiding e-service problems 1. Be there—up and running Use redundant servers to be sure web site is not down 2. Make Sites friendly Project positive “personality” 3. Make site navigation simple 4. Respond quickly Customers expect almost immediate responses

5. Make a progression of solutions seamless Guide customers to next step 6. Provide human communication alternatives Have a phone number available 7. Pay attention to form and function Too much animation, etc. can be distracting Avoid jazzy tech for tech’s sake

Learning objective 6. Use five action tips for evaluating and growing e-service effectiveness 8. Track customer traffic Use Web analytics (measures) to determine “click paths” 9. Benchmark service levels Compare statistical data; monitor changes 10. Teach your system to learn What new questions? Best answers?

11. Build ongoing e-relationship Be proactive in contacting customers, appropriately 12. End high for better loyalty Thank customer for visiting Rebuild goodwill if handling a problem

Final thought Surprise customers with exceptional e-service. Provide easy-to-navigate, responsive, and efficient messaging using Web-based technology.