Overview
Hot-wire your e-commerce efforts with a too-often missed marketing advantage:
SERVICE! Whether you market to businesses or consumers, the secret
to successful e-growth is to build in service that meets the high expectations
of Web buyers, delights them, and keeps them coming back for more.
E-Service gives you the blueprint for a reliable, end-to-end
system of customer service that seamlessly leverages the Web's unique features.
(It even includes a seven-lesson crash course - in case you need to
jump-start your online service efforts in a hurry!).
Ron Zemke and Tom Connellan, two of the gurus affiliated with the best-selling
Knock Your Socks Off Service series, spell our 24 proven ways to
differentiate your Web site with fantastic service! You'll learn how
to:
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Become an ETDBW (easy-to-do-business-with) company.
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Turn ho-hum customer "satisfaction" into "hockey-stick loyalty."
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Put your current e-service efforts under the microscope - and spot the weaknesses
that can alienate customers.
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Simplify and accelerate your Web interface without sacrificing sophistication.
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Personalize the e-experience.
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Turn service mistakes into customer gold.
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Create a retention strategy that makes customers stick to you like Velcro.
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And much more!
Table of Contents
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Remember the Klondike
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Know Your Competition-Your Real Competition
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Hockey-Stick Loyalty
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The Anatomy of Customer-Pleasing E-Service: Seven Principles, Twenty-Four
Keys
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Practice Easy-to-Do-Business-With Thinking
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Master the ETDBW Design Basics
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Start ETDBW below the Line of Visibility
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Make Your Systems Employee-and Customer-Friendly
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Design for Distinction
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Put Your Personality into Every Touchpoint
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Make Emotion Part of the Memory
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Build in -- and on -- Security, Speed, and Easy Navigation
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Communicate Trust through Design
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Build Trust from the First Click
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Think Hyperlog -- Not Cyberstore
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Personalize the E-Experience
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Win Their Trust First-Ask for Info Later
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Personalized E-Mail to Build Trust and Credibility
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Market Live CSRs as Access to Experts Who Can Do More than Answer Questions
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Create Community to Add Value
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Deliver End-to-End Service
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Focus on Fast, Efficient Fulfillment
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Take the Paper out of the System
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Encourage Human Contact
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Make Human Contact Easy, Ample, and Varied
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Understand and Manage Contact Expectations
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Hire People Who Do Text and Voice Well
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Peg E-Service Standards to Web and Customer Time
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Make Recovery a Point of Pride
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Master Service Recovery Basics
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Define Recovery from the Customer's Point of View
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Build a Retention Strategy (or, out with the Teflon, in with the Velcro)
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Practice Retention Planning
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Make the First Three Visits Memorable
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Use Incentives to Increase Spending
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A Seven-Lesson Crash Course in E-Service Improvement
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The Future of the Net: Take These Predictions to the Bank
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Browser's Guide
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