1. Exceed Expectations with Information
Chapter 11
Exceed Expectations with Information

2. Objectives Understand what A + information is
Know 5 ways of producing A + information
Recognize informational barriers to customer entry in e-commerce
Select informational media carefully
Use techniques to enhance message clarity
Create and support user groups
Pay special attention to A + information in e-commerce
Evaluate your A + information efforts

3. Understand What A + Information Is
Exceeding expectations
Communicating more
Timely
Clear
Interesting
Creative

4. Special Informational Demands of E-commerce
Keeping customers informed is important for retention and loyalty

5. Example: Pizza Tracker

6. Know How to Produce A + Information
Informational Hand-Holding
Personal guides, personal shoppers, private bankers
Media Selection
Should be chosen by communication effectiveness
Message Clarity
Information must be clear and understandable
Information Accessibility
Provide clear signs
User Groups
Provide classes

7. Pay Special Attention to A + Information in E-Commerce
Make customer support accessible
Be responsive in a timely manner

8. Evaluate your A + Information Efforts
Develop a system for keeping track of FAQ
Audit your company’s communication