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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
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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
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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
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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)
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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)
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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
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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
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Customer Service / Management
• 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.
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Customer Service / Management
• 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.
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Customer Service / Management
• 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
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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
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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
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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
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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.
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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
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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 Dartmouth ranked 5th.UMass Dartmouth ranked 5th.among northern public universities byamong northern public universities by