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Customer Service on the Internet: Building Relationships, Increasing Loyalty and Staying Competitive 2nd Revised edition [Pehme köide]

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  • Formaat: Paperback / softback, 352 pages, kõrgus x laius: 229x152 mm, kaal: 595 g, illustrations
  • Ilmumisaeg: 22-May-2000
  • Kirjastus: John Wiley & Sons Inc
  • ISBN-10: 0471382582
  • ISBN-13: 9780471382584
Teised raamatud teemal:
Customer Service on the Internet: Building Relationships, Increasing Loyalty and Staying Competitive 2nd Revised editionSuurem pilt
  • Formaat: Paperback / softback, 352 pages, kõrgus x laius: 229x152 mm, kaal: 595 g, illustrations
  • Ilmumisaeg: 22-May-2000
  • Kirjastus: John Wiley & Sons Inc
  • ISBN-10: 0471382582
  • ISBN-13: 9780471382584
Teised raamatud teemal:
Püsilink: https://www.kriso.ee/db/9780471382584.html
Märksõnad:
This guide offers advice on integrating new technologies into an existing business strategy. It explains the relevant technologies, their uses for customer service, and the transition process. Specific instruction is offered on creating a service plan, presenting information on the Web, managing email, and measuring customer satisfaction. Case studies from different industries illustrate major points. Sterne is a consultant on Internet marketing. ^ Annotation c. Book News, Inc., Portland, OR (booknews.com)

A comprehensive guide to taking full advantage of the Internet for customer care
A dynamic customer service Web site can dramatically increase customer loyalty and provide a competitive edge that all companies strive to achieve. But in order to run a successful site, you must know the latest technologies and understand how to integrate them into your business strategy. Written by internationally recognized Web marketing expert Jim Sterne, this book clearly explains these technologies and demonstrates how companies of all sizes can use them to create and maintain cutting-edge customer service sites.
Completely updated for today's technically-savvy readers, this Second Edition covers all the bases. You'll learn the steps needed to make the transition from your current customer support to the Web. You'll also find valuable information on how to improve your existing site in order to save money and provide better quality support. And with the help of numerous case studies from a variety of different industries, you'll discover how other companies create and maintain their Web sites.
This book will help you:
* Create a service plan that takes full advantage of the Web's potential
* Determine the best way to present your company's information on the Web
* Effectively manage e-mail
* Find out exactly what your customers want and measure their satisfaction
* Examine how others are using networked computer communications
* Utilize extranets to lock in customers and channel partners and lock out competitors
Visit our Web site at www.wiley.com/compbooks/

Arvustused

"Customer Service on the Internet is one of those rarities: a thoroughly updated second edition of a book." (e-Business, October 2000) "...well laid out and clear..." (www freepint.com, 6 September 2002)

Introduction xv
The Web Was Made for Customer Service
1(26)
The World Wide Web Grows from Infant to Toddler
2(4)
The Product Page
2(1)
The Corporate Web Site
2(1)
The Participatory Web Site
2(1)
Customer Service Online: The Early Days
3(1)
Customer Service in General: The New Competitive Battlefield
4(1)
Customer Service on the Web Grows Up
5(1)
Customer Service Is the Next Wave on the World Wide Web
6(3)
Deliver on the Promise---Or Get Left Behind
9(1)
The Lifetime Value of a Customer
10(2)
Measuring LTV
10(2)
Being Held Up to Ridicule
12(11)
Web Ridicule as a Business
15(1)
Customers Taking Up Arms
16(4)
Customers Taking Up Lawyers
20(1)
No Site Is Sacred
20(3)
Becoming a Legend
23(1)
Getting Started
24(3)
Customer Service in a Modern World
27(16)
Changing Consumer Needs
27(1)
Expectation Inflation
28(3)
Greater Access to Product Information
30(1)
Greater Access to Order Status Information
30(1)
Greater Access to Specific Account Information
30(1)
Making It Easy to Do Business with You
31(7)
Objects Are Closer than They Appear
31(1)
Ease of Doing Business as a Competitive Edge
32(2)
The Race Is Getting Vaster and the Pace Is Getting Faster
34(1)
Living in a 24-Hour World
35(3)
There's Money to Be Saved
38(2)
There's Money to Be Made
40(2)
Seeing the World through Customer-Colored Glasses
42(1)
Publishing on the Web
43(38)
From the Beginning---Lend an Ear
43(4)
What Are They Looking For?
43(2)
What Do They Need?
45(2)
Organizing Your Information---First Step: The FAQ
47(15)
A FAQ Is Born
48(1)
A FAQ of Your Own
49(1)
The Customer-Only FAQ
50(1)
Structuring FAQ Pages
51(1)
Making It Easy to Find
52(1)
Multiple FAQs
53(3)
Nested Answers
56(1)
Putting It All Together
57(3)
The Telltale FAQ
60(2)
Knowledge Base
62(1)
Shooting Trouble Right between the Eyes
63(5)
Next Step---Let Them Search
68(10)
Context
69(1)
Think like a Customer
69(9)
Setting Expectations
78(3)
The Time It Takes
78(1)
The Perception of the Time It Takes
79(1)
Give Them Fair Warning
79(1)
Lend Them a Hand
80(1)
Managing E-Mail: When Customers Come Calling
81(44)
Warning---It's a Different Communication Tool
82(1)
Damned If You Don't
83(5)
Damned If You Don't in a Hurry
88(4)
Worse than Not at All
90(1)
Is Anybody Home Anywhere?
90(2)
The Autoresponder
92(2)
First Virtual Alleviates a Stilted Reply with Humor
92(1)
A More Serious Approach
93(1)
Confirm the Order
93(1)
Directing Traffic---Who Gets the Mail?
94(8)
The Webmaster May Not Be the Best Choice
95(2)
Create a Blueprint for E-Mail Success
97(1)
Get Your Customers to Direct the Traffic
98(4)
Management Tools to the Rescue
102(4)
Queuing and Routing Tools
103(1)
Boilerplate Tools
104(1)
Al Response Tools
104(2)
E-Mail Analysis
106(2)
Who's the Expert?
106(1)
What Can You Learn about Your Customers?
107(1)
Proactive Customer Service
108(1)
Automated Customer Outreach
108(1)
The E-Mail Newsletter
108(1)
Proceed with Caution
109(1)
Choosing Tools
109(2)
Keep Your Communications Crystal Clear
111(6)
The Subject Line Is Your Friend
111(1)
Reply with Repetition
111(1)
The Answer, the Whole Answer, and Nothing but the Answer
112(2)
Stay on Point
114(1)
Practice Clarity
114(1)
Format for Readability
115(1)
Policies
115(1)
E-Mail as a Legal Document
116(1)
High Touch Is Always More Important than High Tech
117(6)
Just Say No
119(2)
Suggest They Get Training
121(2)
Pick the Right Goal
123(2)
Encouraging Customer Conversations
125(58)
An Unhappy Customer Is an Asset
125(2)
Customer Service in the Public Eye
127(10)
Learning from the Mistakes of Others---The Pentium Predicament
130(2)
Watching the Newsgroups
132(1)
Hiring Watchers
133(3)
Understanding the Communication Imperative
136(1)
Hosting Your Own Newsgroup
137(13)
It's Organic
138(2)
Pay Attention or Pay the Price
140(3)
Printer or Publisher?
143(1)
Iron Fist or Velvet Glove?
143(1)
Moderation in All Things---Social Skills
144(2)
Slander, Libel, and Litigation
146(1)
A Few Tips from the Trenches
147(1)
People Love to Talk about Themselves
148(1)
Fishing for Compliments
148(1)
Begging for Guidance
149(1)
Tools You Can Use
149(1)
Moving to a List
150(11)
Good Moderators Are Essential
150(2)
A Listserv Evolution
152(6)
Tracking the Public Lists
158(1)
Closed Discussion Lists
158(1)
Rational Evangelists
159(1)
From Introductions to All-Out Attack
160(1)
Special-Interest Groups
161(1)
Private Conversations (When to Move Them to E-Mail)
161(1)
Live and In Person
162(1)
Chatting It Up on the Web
163(7)
Chat's a Money Saver and Money Maker
164(3)
Integration Is Critical
167(1)
Proactive Can Be Perilous
167(3)
The Sound of Your Voice
170(4)
Remote Control
174(1)
Do I Have to Draw You a Picture?
175(2)
Cartoon Communication
177(1)
Online Video
178(2)
Manning the Effort
180(3)
So Much to Learn
180(1)
Outsourcing Live Customer Service
181(2)
Measuring Your Success
183(42)
Getting Them There in the First Place
184(5)
Nobody Calls an Unknown 800 Number
185(1)
Sun Microsystems Saves a Bundle and Wants You to Know about It
186(2)
Make It Easy to Get Help
188(1)
Learning from Your List
189(2)
New Subscribers and Unsubscribers
189(1)
Traffic Patterns on a List
190(1)
Delving into Your Server Log Files
191(15)
Location and Organization Evaluation
191(1)
Path Tracking for Usability Measurement
192(1)
Tracking Visits, Not People
193(9)
Industrial Strength Log Analysis Tools
202(4)
Count the Registrations and Interactions
206(1)
Count Your Accomplishments
206(2)
What Are They Looking For?
208(2)
What Are People Most Interested In?
208(1)
What Are They Reading?
208(1)
How Do They Misuse the Search Tool?
209(1)
Are There Any Searches that Are Seasonal? Periodic?
209(1)
How Are People Responding to Current Events?
209(1)
How Well Do You Compare?
210(11)
What Are Your Competitors Up To?
211(1)
Benchmarking for Prudence and Profit
212(1)
Hire a Secret Shopper
213(1)
Prioritize to Compete
213(2)
Open the Door for Customer Comments
215(2)
Process Improvement
217(2)
Strike Up a Relationship
219(2)
Satisfaction Formulas
221(4)
Knowing Your Customers as Individuals--Again
225(36)
Bringing Back the Intimacy
226(2)
The Industry Perspective
226(1)
The Store's-Eye-View
227(1)
Seeing Customers Eye to Eye
228(1)
Customer Bonding
228(3)
Awareness Bonding
228(1)
Identity Bonding
229(1)
Relationship Bonding
229(1)
Community Bonding
230(1)
Advocacy Bonding
231(1)
Customer Bonding on the Web
231(1)
The Value of Customer-Centricity
231(1)
Getting to Know You, Getting to Know All about You
232(3)
Barriers to Competitive Entry
233(2)
Personalization Levels
235(9)
Recognition
235(1)
Making Recommendations
235(2)
Making Customer Service Recommendations
237(2)
Profile Access---Password Required
239(2)
Explicit versus Implicit Information
241(1)
Tracking the Wild Customer
242(1)
Getting Proactive---Anticipation Engines
243(1)
The Prickly Privacy Puzzle
244(5)
Trust and Loyalty
249(1)
Data Mining for Fun and Profit
249(3)
Tools That Make It Happen
252(6)
Tracking Tools
252(1)
Smart Dynamic Servers
253(1)
Collaborative Filtering
254(1)
Profile-Directed Answerbots
254(1)
Transaction Visibility
255(3)
Personalization Is Leaking Offline
258(1)
Business-to-Business Personalization
259(2)
Extranets--Access to Live Information
261(28)
Order Processing
264(2)
Product Configuration
266(1)
Negotiated Pricing
267(1)
Cost of P.O.
268(1)
Inventory in Real Time
268(3)
My Bill of Materials
268(1)
Pricing and Distributor Inventory
269(2)
Order Tracking
271(2)
Bill Presentment
273(4)
Real Time: It's Not Just for Order Tracking Anymore
277(3)
Oracle's Visible Trouble Tickets
277(1)
Dell's Visible Forecast
278(1)
Penske's Visible Trucks
278(1)
Home Depot's Visible Projects
279(1)
Chlor-Alkali's Visible Tanks
279(1)
Workflow
280(1)
Whole New Worlds
281(8)
Definition of Value Chain Integration
281(1)
Beyond Parts
282(1)
Personal Extranet
282(1)
Application Service Provider
283(6)
Customer Relationship Management
289(16)
Bringing the Customer All the Way into the Picture
290(2)
The CRM Promise
292(4)
Faster Service
292(1)
Lower Costs
292(1)
Bigger Profits
293(1)
Team Coordination
293(1)
Higher Customer Satisfaction
294(1)
Improved Retention
294(1)
Loyalty
294(2)
CRM Roadblocks
296(5)
Data Silos
296(3)
Tools Galore
299(2)
ROI
301(1)
Customers as Members of the Team
301(2)
Whither CRM?
303(2)
Getting Started
305(22)
Setting Goals
305(1)
Convincing the Brass
305(1)
Getting Down to Business---A Woman's Work Is Never Done
306(21)
Planning for Tomorrow
327(10)
Multiple Browsers
327(1)
Everything Connected
328(1)
The Third-Party Infomediary
329(2)
Weird Tech
331(4)
We Know How You Feel
332(1)
Have Your Agent Call My Agent
333(2)
It's Still about Making People Feel Cared For
335(1)
Falling Behind in Real Time
335(2)
Index 337
JIM STERNE is a leading world expert on Internet marketing. He specializes in creating Internet marketing strategies for business. Sterne produced the worlds first seminar series on Internet marketing in 1994 and is an internationally recognized speaker. Information about his company, Target Marketing of Santa Barbara, can be found at www targeting.com