WELCOME TO UNIT 8

REVIEW OF UNIT 7

Do you feel that outsourcing is good for American consumers and should increase in usage? Yes No

When you have a customer service question, is your preference to find the answer on the company’s website (FAQs, etc.) or to address someone in the customer contact center via or phone? 1.Self-serve at the company’s website 2.Access a CSR in the customer contact center

Unit 7 The Impact of Globalization on Customer Service Objectives Understand the impact globalization has had on the world economy and call center hiring trends Discuss the reasons globalization of customer service has shifted from an offshore to a homeshore environment Describe the extent to which online services are growing and the challenges facing companies involved in e-commerce on the Internet List the multichannel communication methods used by online shoppers

Globalization and Outsourcing of E-commerce Globalization initiatives ensure that customers around the world have appropriate and useful experiences as they communicate, collaborate, and transact online— regardless of location, language, culture, or business practices. Outsourcing is the purchase of labor from a source outside the company rather than using the company’s own staff.

Homeshoring A work-style trend that companies are using is hiring U.S. home-based call agents as an alternative to more expensive in-house operators or less-qualified offshore call centers. According to data from IDC, home-based phone representatives in the U.S. will grow to 300,000 by 2010.

Providing Customer Service on the Internet Business advantages of e-commerce –The global market is open 24/7 –Customers can conduct price comparisons easily –Feedback to queries regarding the status of orders can be immediate –FAQ pages provide easy access to self-help customer support –Companies can gather customer information, analyze it, and react on the basis of current data –Distribution costs for information are reduced or eliminated

Online Shopping Preferences Effective search tools, express ordering, and highlighted specials Assurance of on-time order fulfillment Order status information or the ability to securely track their own orders The ability to exchange items purchased online at any of the chain’s physical stores The ability to buy merchandise 24/7

Relationships with Online Customers Five rules to follow when building strong relationships with online customers 1. Excel at each stage of the customer buying cycle 2. Empower customers to help themselves 3. Help customers succeed by empowering them to be in control of the buying situation 4. Protect the privacy of consumers 5. Offer several types of free technical support

Customer Relationship Management (CRM) CRM is a business strategy that integrates the functions of sales, marketing and customer service using technology and wide-ranging databases of information. Elements of CRM –Knowledge management –Database consolidation –Integration of channels and systems

Recognizing Online Customer Service Issues In response to growing customer complaints, many e- commerce companies are trying to make technological “fixes” to the customer service problems by investing in software and technology-based systems. Specifically, they are –Evolving into multichannel customer interaction centers –Hiring and training e-reps or an online CSR

Multichannel Communication Centers A traditional call center mainly uses the telephone to contact customers dealing with routine concerns. However, the evolving customer contact center is a technology driven area where customers want to talk to a CSR only if they cannot successfully address their situations electronically themselves. –Many e-customers are seeking to avoid human contact.

It is acceptable in business to use emoticons when ing customers. 1.Yes. 2.Yes, if you have been working with the customer on a previous occasion and have advanced to a good relationship. 3.Never. 4.It really doesn’t matter if you do or don’t.

Within the past month, how often have you participated in a blog site? 1.Never times times 4.More than 10 times

Do you tend to judge a company you choose to buy a product from by the quality, accuracy, and user-friendliness of its website? Yes No

Unit 8 Customer Service Technologies Objectives Describe the use of web-based technologies in customer service departments. Discuss some design principles that are important to remember when developing a website. Understand the advantages and disadvantages of exchanging messages with customers. Describe the application of instant messaging, chat rooms, and web logs (blogs) when serving customers online.

Identifying Customer Service Web-Based Technologies allows a customer to send a message quickly and effortlessly. Instant messaging and chat rooms allow a customer to engage in one-on-one, real-time text dialogs with CSRs. FAQs permit customers to quickly view the most common product and service issues through a list of frequently asked questions.

Identifying Customer Service Web-Based Technologies Knowledge bases offer current and detail information about products and services. Online forums allow users to share information and post responses to each. Voice call-back permits customers to click a button on the customer service site to receive a return call from an e-rep.

Website Issues and Design Considerations Business-to-consumer e-commerce (B2C) –Consists of the sale of goods and services from a business entity to a consumer or the general public through its website, or electronic storefront –The B2C model eliminates the middleman

Effective E-Commerce Websites Factors that lead to E- loyalty –Low prices –Wide selection of products –Website appearance and ease of navigation –Accessibility of up-to-date information –Ease of ordering –Posted privacy policies –Security safeguards –Shipping choices –On-time delivery –High-quality customer support

Considerations When Designing a Service- Friendly Website What is the purpose of the website? What graphics are needed to capture and maintain customer interest? How easy is it to navigate and perform search functions? Will customers feel secure with the buying experience? Is the website fun, current, interactive, and interesting?

ing Customers Advantages –Eliminates telephone tag –Saves time –Speeds up the process of making decisions –Is inexpensive Disadvantages –Is not confidential –Does not communicate the sender’s emotions well –May be ignored or delayed by respondents

Getting Customer Feedback Go to to see what Apple and many other companies are using to get customer feedback to improve their businesses.

Other Customer Messaging Systems Internet Protocol Private Branch Exchange systems (IP- PBX) –Call center equipment that routes inquiries automatically Instant Messages –A real-time Internet communication service that notifies you when one or more people are online and allows you to exchange messages or files in a real-time typed conversation.

Other Customer Messaging Systems Chats –The purpose is for agents or specialists to approach customers while they are online and offer assistance Fax Documents –A device that transmits and receives documents over telephone lines Blogs –A website where entries are made in journal style and displayed in reverse chronological order. –Also referred to as web logs, they contain text, images, and links to other blogs or web pages and are part of a wider network of information. –There are almost 9 million active blogs, with 40,000 new ones popping up each day.