1. Services Marketing and the Web Fall 2000

2. Providing Supplementary Services and the Internet: Taking Care of the Customer n Information n Consultation n Order-taking n Billing and Payment n Hospitality n Exceptions

3. Information n To obtain full value from any good or service, customers need relevant information about it. n Prospects and new customers are especially information hungry.

4. Involvement n The amount of time and effort a buyer invests in search, evaluation, and decision processes n Involvement level –http://www.officemax.com/FreeDelivery/cat alog.htmlhttp://www.officemax.com/FreeDelivery/cat alog.html –http//www.pharmor.comhttp//www.pharmor.com

5. Involvement n Involvement level –http://www.prairiefrontier.comhttp://www.prairiefrontier.com –http://www.clifbar.comhttp://www.clifbar.com

6. Examples of Information Elements n Directions to where or how sold –http://fedex.com/us/dropoff/http://fedex.com/us/dropoff/ n Schedules/hours –http://www.bradley.edu/irt/lib/libhours.htmlhttp://www.bradley.edu/irt/lib/libhours.html n Prices –http://www.eurostar.com/http://www.eurostar.com/ n Warnings –http:/www.bhglive.com/homeimp/docs/index.ht mhttp:/www.bhglive.com/homeimp/docs/index.ht m

7. Examples of Information Elements n Instruction on using product –http://www.certainteed.com/consumer/fenci ng/html/f_frmst.htmhttp://www.certainteed.com/consumer/fenci ng/html/f_frmst.htm n Reminders/notification of change –http://www.rnrnow.com/JJR/REGITR.HTMLhttp://www.rnrnow.com/JJR/REGITR.HTML n Documentation –http://colgate.com/Pro/index.htmlhttp://colgate.com/Pro/index.html

8. Consultation n “What do you suggest?” n Consultation involves a dialogue to probe customer requirements and then develop a tailored solution. This category includes “solution selling” efforts.

9. Examples of Consultation Elements n Advice –http://www.walgreens.com/http://www.walgreens.com/ n Auditing n Personal counseling –http://www.sprint.salestar.comhttp://www.sprint.salestar.com n Tutoring/training in product usage n Management or technical consulting –http://www.bhglive.com/homeimp/docs/index.htmhttp://www.bhglive.com/homeimp/docs/index.htm

10. Customer Decision Making ExpertInformation Makes Own Decision Knowledge Level Goal Framework Intermediate Structure Decision Needs Help Novice Obtain Solution Needs Expert

11. Examples of Frameworks n Expert –http://www.gcada.com/tomgill/http://www.gcada.com/tomgill/ n Intermediate –http://1800flowers.comhttp://1800flowers.com n Novice –http://www.sprint.com/cpguide/index.htmlhttp://www.sprint.com/cpguide/index.html

12. Examples of Frameworks n All three in one –http://us.imdb.com/searchhttp://us.imdb.com/search –http://csg.sprint.com/productadv/index.htmlhttp://csg.sprint.com/productadv/index.html

13. Order-Taking n When customers are ready to buy, it is vital for firms to do a good job of accepting applications, orders, and reservations.

14. Examples of Order-Taking Elements n Reservations –Seats, Tables, Rooms, Admissions –Rentals of vehicles or other equipment –Professional Appointments –http://www.goalamo.com/reserve/http://www.goalamo.com/reserve/

15. Examples of Order-Taking Elements n Applications –Membership in clubs or programs –Subscription services (e.g. utilities) –Prerequisite-based services –http://csg.sprint.com/longdistance/1000min utes/1000_order.htmlhttp://csg.sprint.com/longdistance/1000min utes/1000_order.html

16. Examples of Order-Taking Elements n Order Entry –http://www.cdw.com/search/default.asp?gr oup=CDRhttp://www.cdw.com/search/default.asp?gr oup=CDR n Inventory Management –http://www.lhtech.comhttp://www.lhtech.com

17. Billing and Payment n Customers deserve prompt, intelligible, accurate, informative bills. n They are frequently disappointed!

18. Examples of Billing and Payment Elements n Shopping carts –show total price –easy to understand –ability to review order n Confirmation of order –send e-mail to confirm order –provide account summary –http://www.eframe.net/http://www.eframe.net/

19. Hospitality: Taking Care of the Customer n Well-managed businesses try to treat customers as guests, taking care of them during transactions and when visiting. After all, marketing invited them there!

20. Examples of Hospitality Elements n Greetings n Treats n Entertainment n Security –http://www.cdnow.com/cgi- bin/mserver/redirect/leaf=http://www.cdnow.com/cgi- bin/mserver/redirect/leaf=

21. Exceptions n Exceptions include special requests, problem solving, complaint-handling, and compensation when things go wrong. n Customers expect a fast response to problems!

22. Examples of Exceptions Elements n Special requests in advance –children’s needs –dietary, medical or disability needs –religious observance –deviations from standard operating procedures –http://flycontinental.com/tis/http://flycontinental.com/tis/

23. Examples of Exceptions Elements n Handling special communications –complaints –compliments –suggestions –http://embassysuites.com/HotelInfo/embassy/abou t.html?page=EMAILhttp://embassysuites.com/HotelInfo/embassy/abou t.html?page=EMAIL –http://iflyswa.com/http://iflyswa.com/

24. Examples of Exceptions Elements n Problem Solving –Warranties and guarantees –Resolving difficulties that arise from using the product & from accidents, failures, staff, or other customers n Restitution –refunds –compensation in kind for unsatisfactory products