1. Use Friendly Web Sites and Electronic Communication
Chapter Five
Use Friendly Web Sites and Electronic Communication

2. Objectives
Describe the importance of Web-based customer service and the four categories of such service.
Acknowledge the cost advantages of “Webifying” customer service.
Recognize the key disadvantages of e-service.
Identify some tools and approaches organizations can use to make the most of the service potential of the Web.
Apply five action tips for avoiding e-service problems.
Utilize five action tips for evaluating and growing your e-service effectiveness.

3. What is Web-Based Customer Service?
Customers expect businesses to have a Web site
FAQs: Frequently Asked Questions
Delayed Answers
Web chat: Live Answers
Blogs
Personalized Self-serve Answers

4. Recognize Disadvantages of Web-Based Service
NOT a substitute for handling all customer contact
Use “in addition” to other channels of communication

5. Five Action Tips for Avoiding E-Service Problems

6. Be There and Be Quick

7. Make Site Navigation Simple

8. Respond Quickly

9. Provide Communication Alternatives

10. Pay Attention to Form and Function

11. Five Action Tips for Evaluating and Growing E-Service Effectiveness

12. Track Customer Traffic
Web analytics: the measurement, collection, analysis, and reporting of Internet data for purposes of understanding and optimizing Web usage
Click path: the customer took to get to the site and whether the customer is a first-time visitor

13. Benchmark Service Levels
Benchmarking: keeping careful statistics about existing service levels
Can be used to set targets for the future

14. Teach Your Site to Learn
What doesn’t work and what content is missing
What click paths end in dissatisfied customers
What new questions your customers are asking

15. Build an Ongoing E-Relationship

16. End High for Better Loyalty
Apologize for any inconvenience
Solve the problem
Offer a peace token