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

2. 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

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

4. 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

5. 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 s, instant messaging)
Live answers (Web chat or live chat)
Blogs (including online forums for discussion with company or other customers)
Self-serve personalized answers

6. 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

7. 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

8. 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?

9. 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

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