2. INTERNET MARKETING: INTEGRATING ONLINE AND OFFLINE STRATEGIES
CHAPTER 9
Customer Service and Support
In Web Space

3. WHAT IS YOUR CUSTOMER SERVICE EXPERIENCE?

4. WHAT DO CUSTOMERS DO IN RESPONSE TO POOR SERVICE?

5. IMPACT OF POOR SERVICE

6. COMPLAINTS AND RESULTS
Customers Complain—Or Not
If They Do Not Complain, They are Less Likely to Repurchase
If Customers Complain
Their Problems are Resolved—Or Not
If They Complain
—Even If Their Problem is Not Resolved—
THEY ARE MORE LIKELY TO REPURCHASE
THAN IF THEY DO NOT COMPLAIN

7. FINANCIAL IMPACT OF GOOD SERVICE
IMPORTANCE OF EMPLOYEE INCENTIVES

8. WHAT DO BUSINESS HAVE TO DO TO DELIVER EXCEPTIONAL SERVICE?
B2B as well as B2C

9. RECENT STUDY

10. ACCEPT OTHER CHANNELS?

11. POWERED BY SERVICE

12. SOCIAL MEDIA ROLE IN CUSTOMER SERVICE

13. MASHABLE SM CUSTOMER SERVICE AWARDS
Zappos
Pottery Barn
Boingo

14. B2B IN CUSTOMER SERVICE ELITE?

15. CRM MAGAZINE 2011 LEADERS, ELITE
online retailer Drugstore.com, which took a dose of RightNow Technologies to get better at making its customers look good;
network-solutions provider Enterasys Networks, which turned to Salesforce.com to create relationships as well as efficiencies;
Infusionsoft, a provider of marketing software for small businesses, which used an online environment designed by Helpstream to enable customers to provide their own community-based support;
insurance giant New York Life, which used a Verint Systems deployment to give its contact center agents something to stick around for
Southwest Airlines, which, thanks to Virtual Hold Technology, now offers passengers the choice to hang on or hang up.
Contact Center Infrastructure  Winner: Genesys Telecommunications Laboratories
Interactive Voice Response Winner: Genesys Telecommunications Laboratories
Web Self-Service  Winner: RightNow Technologies
Web Interaction Management  Winner: RightNow Technologies
Enterprise Feedback Management  Winner: Allegiance
Contact Center Search  Winner: RightNow Technologies
Workforce Optimization Suite  Winner: Verint Systems
Outsourcing  Winner: Convergys
Much more

16. EVOLUTION OF CUSTOMER SERVICE STRATEGY

17. KEY CUSTOMER SERVICE CHANNELS
Telephone
Web-Based
Live Person
, Instant Messaging, Live Chat
Automated
FAQs, Knowledge Bases, Video

18. SAMPLE COSTS BY CHANNEL
Telephone with Live Rep $9.50
by Live Rep $5.00
Live Chat $5.00
with Auto Support $2.50
IVR $1.10
Web Inquiry $ .50
Automated $ .25

19. SAMPLE CUSTOMER USE BY CHANNEL
Telephone Call 77%
IVR %
Web Self-Service 4% 4%
Web Chat %

20. STRATEGIC IMPERATIVE
To Migrate Customers To Lower-Cost Service Channels
WITHOUT DECREASING SATISFACTION

21. Deliver Outstanding CUSTOMER EXPERIENCE
STRATEGIC IMPERATIVE
Deliver Outstanding CUSTOMER EXPERIENCE

22. SATISFACTION WITH SELF SERVICE
Customers Dislike When
Technology Fails
Process Doesn’t Work
Poor Service Design
Cannot Understand Technology
Customers Prefer When
Experience Sudden Need
Self-Service Better Than Alternatives
Fulfilled Their Needs

23. SERVICE ON THE GO
Figure 9-4

24. MOBILE IS NEXT?

25. CUSTOMER SERVICE > EXPERIENCE

26. SERVICE IN OTHER SPACES
B2B Firms like Dow Chemical Make Good Use of Advanced Techniques To Serve Customers
eGovernment is Serving Citizens

27. CUSTOMER SERVICE THEMES
Customer Service Orientation Must Pervade All Departments Of An Enterprise
Superior Customer Service Requires Long-Term Commitment (Management, Resources)
Build Culture of Customer Service Using Quality Management Principles
“What Gets Measured Gets Managed”
Technology Can Help Improve Customer Service
Customers Want Multiple Service Channels
Customers Want The Option Of Human Contact
Improve The Overall Customer Experience

28. GIVE CUSTOMERS A CHOICE OF CUSTOMER SERVICE CHANNELS
IMPORTANT PRINCIPLE
GIVE CUSTOMERS A CHOICE
OF CUSTOMER SERVICE CHANNELS

29. STRATEGIC CUSTOMER CARE

30. CUSTOMER CARE TECHNOLOGIES
Telephone
Interactive Voice Response (IVR)
Call Routing
Call Recording
Help Desk Tracking
Internet
Response Management (ERMS)
Embedded Modules
Wireless
Push/Polite Push
Streaming Media
Agent Technology
Voice Activitation

31. A VIRTUAL AGENT - ?
Figure 9-6

32. EGOV IMPORTANT (SERVICES)

33. CUSTOMER SERVICE SOLUTIONS

34. DIY

35. What Is
The Dark Side Of
Differentiated
Customer Service?

36. BUILDING ANTICIPATORY SERVICE
Build Customer Scenarios
Make Customer Service Pervasive
Fulfill Common Requests Before Asked
Make Service Available to Entire Value Chain
Design Process for Seamless Escalation

37. SAMPLE ESCALATION PLAN
Level 1 – FAQs
Level 2 – Web-Based Self Help
, Diagnostic Routines, Knowledge Based
Level 3 – Live Agent

38. BEYOND LOYALTY -- TOOLS
Be Available 24/7
Variety of Channels/2-Way Dialog
Tailor Method of Contact to Customer
Listen and Learn
Deliver Personalized Responses

39. ‘PEOPLE’ - ESSENTIAL SKILLS

40. TWO MORE IMPORTANT PRINCIPLES
Different Levels of Customer Service (Cost Of Customer Contact) Based On Customer Lifetime Value
Self-Service Has Great Appeal
But It Must Work!

41. SUMMARY Customer Care Is A Key Marketing Discipline
Customer Satisfaction/Loyalty, Enterprise Profit
Need Business Processes, Customer Segments, Relevant Technology
Customers Want Choice In How To Access Service
Cost Per Customer Contact Varies By Channel
Develop Service Strategies Based on CLV
Be Sure Technologies Are Satisfiers, Not Dissatisfiers