UNIVERSITY OF MASSACHUSETTS DARTMOUTH Fahri Karakaya, Ph. D. Charlton College of Business Department of Marketing/BIS This E-Commerce Network is one of

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UNIVERSITY OF MASSACHUSETTS UNIVERSITY OF MASSACHUSETTS DARTMOUTH DARTMOUTH

Fahri Karakaya, Ph. D.Fahri Karakaya, Ph. D.Charlton College of BusinessCharlton College of BusinessDepartment of Marketing/BISDepartment of Marketing/BIS

This E-Commerce Network is one of the 25 network organizations sponsored by Mass. MEP

www.Umassd.edu/ecommerce

UMass DartmouthUMass Dartmouth



AGENDA

• Breakfast & Networking

• Introductions

• Network Group Discussion

• Presentation “Connecting with Customers Using the Internet: customer service,” by Fahri Karakaya, University of Massachusetts Dartmouth

UMass DartmouthUMass Dartmouth



Consumer behavior patterns

• 76% filling out a form on the Web.

• Online purchases are more than paper catalog purchases for Net buyers.

• 32% spent between $100-$500

• Spending of less than $50 decreases steadily as shoppers gain experience.

• Women are more likely to make smaller purchases compared to men.

Experience:

0

10

20

30

40

50

Pe

rce

nt

lessthan$50

$50-$100

$100-$500

$500or

more

Don'tknow

< 1 Year

1 - 3 Years

> 4 Years



Types of Customer Service Functions

• Answering customer inquires.

• Providing technical and other information

• Letting customers track accounts or order status

• Allowing customers to customize and order online

(e.g., Dell Computer and Levis)



Online Customer Satisfaction

• 70-75 % of shoppers still abandon shopping carts without purchase!

• Internet marketers have made improvements!

• 96% of home buyers surveyed who used the Internet to shop for a new home are completely satisfied compared to 44% of traditional home buyers

• Airline web sites - provide real-time information (e.g., arrivals & departures)



Customer Service / Management• Static Support:

Companies are able to make extensive amounts of product / company information available to customers

Important:

1) Good Web Site design with search capability and navigation.

2) Customer Service area with FAQ’s

3) Accurate and up to date content



Customer Service / Management

Dynamic SupportCustomers are able to interact with the sites to get support information.

Examples:

- Text boxes text chat (instant messaging) - Online one-to-one typed dialogue with customer reps.

- Forms for customers to fill out

See Wiredempire.comSee LivePerson.com







- Voice over the Internet




• 24/7/365 e-mail- Auto responders to e-mail e.g. - will be out of the office until..…

- Automatic & instant answers to questions asked in e-mail or forms.

- Aptex Software Inc, markets artificial intelligence tools to understand questions without human intervention, and even get the tone of e-mail whether angry, sarcastic, or humorous.

- Notify customer on transaction related communications such as order status and receipts via e-mail.




• Streaming video over the Internet

• Mustang Software, eGain Communications, and Kana.com Communications, Brightware.com market software programs that can read and make sense of e-mails.




• Newsletters are important in building a community. Need permission!

• Intelligent Web site performing certain tasks (e.g., purchasing a car - calculating price and financing), and purchase transactions

Example: Federal Express - Tracking

Important:1) Speed 2) Accuracy of information3) Trust4) Quality Experience



Most important

• Human contact - customers should be able to speak to customer reps via telephone.

• 1-800 numbers - call centers

• Quality experience -

-timely and accurate response to customer inquiries-Speedy product delivery-Make it easy for customers to return / exchange products



Most important

• What will cause people to come back?

- Info. For customers to download (e.g., user manuals)

- Freebees - Sweepstakes

- Auctions e.g., Lufthansa ticket auction

– Don’t just supply electronic information, create an online community (e.g. customers able to speak to one another)

– Customer Frustration means:No Purchase + No Repeat Visit



Most important

Personalization and Privacy +

• Can learn about customers’ preferences Amazon.com, Expedia.com

• Tracking and data mining software See hncmarksman.com, Data distillers.com



Most important

• Some people feel - invasion of privacy

• Some people do not even know

• Personalization consortium study - most people prefer to have their actions tracked and personal information stored.



Personalization.org



Useful Web Sites on Customer Service

• For latest customer service data and trends: www.csr.co.za

• International Customer Service: Association www.icsa.com

• Advice and Discussion Groups:www.indy.net/robo







UNIVERSITY OF MASSACHUSETTS UNIVERSITY OF MASSACHUSETTS DARTMOUTH DARTMOUTH

Fahri Karakaya, Ph. D.Fahri Karakaya, Ph. D.Charlton College of BusinessCharlton College of BusinessDepartment of Marketing/BISDepartment of Marketing/BIS

This E-Commerce Network is one of the 25 network organizations sponsored by Mass. MEP

www.umassd.edu/ecommerce

UMass Dartmouth ranked 5th.UMass Dartmouth ranked 5th.among northern public universities byamong northern public universities by

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UNIVERSITY OF MASSACHUSETTS DARTMOUTH Fahri Karakaya, Ph. D. Charlton College of Business Department of Marketing/BIS This E-Commerce Network is one of