Customer service on the Internet : building relationships, increasing loyalty, and staying competitive /
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| Author / Creator: | Sterne, Jim, 1955- |
|---|---|
| Edition: | 2nd ed. |
| Imprint: | New York : John Wiley, 2000. |
| Description: | xvi, 351 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/4380271 |
Table of Contents:
- Introduction
- Chapter 1. The Web Was Made for Customer Service
- The World Wide Web Grows from Infant to Toddler
- Phase 1. The Product Page
- Phase 2. The Corporate Web Site
- Phase 3. The Participatory Web Site
- Customer Service Online: The Early Days
- Customer Service in Geneal: The New Competitive Battlefield
- Customer Service on the Web Grows Up
- Customer Service Is the Next Wave on the World Wide Web
- Deliver on the Promise--Or Get Left Behind
- The Lifetime Value of a Customer
- Measuring LTV
- Being Held Up to Ridicule
- Web Ridicule as a Business
- Customers Taking Up Arms
- Customers Taking Up Lawyers
- No Site Is Sacred
- Becoming a Legend
- Getting Started
- Chapter 2. Customer Service in a Modern World
- Changing Consumer Needs
- Expectation Inflation
- Greater Access to Product Information
- Greater Access to Order Status Information
- Greater Access to Specific Account Information
- Making It Easy to Do Business with You
- Objects Are Closer than They Appear
- Ease of Doing Business as a Competitive Edge
- The Race Is Getting Vaster and the Pace Is Getting Faster
- Living in a 24-Hour World
- There's Money to Be Saved
- There's Money to Be Made
- Seeing the World through Customer-Colored Glasses
- Chapter 3. Publishing on the Web
- From the Beginning--Lend an Ear
- What Are They Looking For?
- What Do They Need?
- Organizing Your Information--First Step: The FAQ
- A FAQ Is Born
- A FAQ of Your Own
- The Customer-Only FAQ
- Structuring FAQ Pages
- Making It Easy to Find
- Multiple FAQs
- Nested Answers
- Putting It All Together
- The Telltale FAQ
- Knowledge Base
- Shooting Trouble Right between the Eyes
- Next Step--Let Them Search
- Context
- Think like a Customer
- Setting Expectations
- The Time It Takes
- The Perception of the Time It Takes
- Give Them Fair Warning
- Lend Them a Hand
- Chapter 4. Managing E-Mail: When Customers Come Calling
- Warning--It's a Different Communication Tool
- Damned If You Don't
- Damned If You Don't in a Hurry
- Worse than Not at All
- Is Anybody Home Anywhere?
- The Autoresponder
- First Virtual Alleviates a Stilted Reply with Humor
- A More Serious Approach
- Confirm the Order
- Directing Traffic--Who Gets the Mail?
- The Webmaster May Not Be the Best Choice
- Create a Blueprint for E-Mail Success
- Get Your Customers to Direct the Traffic
- Management Tools to the Rescue
- Queuing and Routing Tools
- Boilerplate Tools
- AI Response Tools
- E-Mail Analysis
- Who's the Expert?
- What Can You Learn about Your Customers?
- Proactive Customer Service
- Automated Customer Outreach
- The E-Mail Newsletter
- Proceed with Caution
- Choosing Tools
- Keep Your Communications Crystal Clear
- The Subject Line Is Your Friend
- Reply with Repetition
- The Answer, the Whole Answer, and Nothing but the Answer
- Stay on Point
- Practice Clarity
- Format for Readability
- Policies
- E-Mail as a Legal Document
- High Touch Is Always More Important than High Tech
- Just Say No
- Suggest They Get Training
- Pick the Right Goal
- Chapter 5. Encouraging Customer Conversations
- An Unhappy Customer Is an Asset
- Customer Service in the Public Eye
- Learning from the Mistakes of Others--The Pentium Predicament
- Watching the Newsgroups
- Hiring Watchers
- Understanding the Communication Imperative
- Hosting Your Own Newsgroup
- It's Organic
- Pay Attention or Pay the Price
- Printer or Publisher?
- Iron Fist or Velvet Glove?
- Moderation in All Things--Social Skills
- Slander, Libel, and Litigation
- A Few Tips from the Trenches
- People Love to Talk about Themselves
- Fishing for Compliments
- Begging for Guidance
- Tools You Can Use
- Moving to a List
- Good Moderators Are Essential
- A Listserv Evolution
- Tracking the Public Lists
- Closed Discussion Lists
- Rational Evangelists
- From Introductions to All-Out Attack
- Special-Interest Groups
- Private Conversations (When to Move Them to E-Mail)
- Live and In Person
- Chatting It Up on the Web
- Chat's a Money Saver and Money Maker
- Integration Is Critical
- Proactive Can Be Perilous
- The Sound of Your Voice
- Remote Control
- Do I Have to Draw You a Picture?
- Cartoon Communication
- Online Video
- Manning the Effort
- So Much to Learn
- Outsourcing Live Customer Service
- Chapter 6. Measuring Your Success
- Getting Them There in the First Place
- Nobody Calls an Unknown 800 Number
- Sun Microsystems Saves a Bundle and Wants You to Know about It
- Make It Easy to Get Help
- Learning from Your List
- New Subscribers and Unsubscribers
- Traffic Patterns on a List
- Delving into Your Server Log Files
- Location and Organization Evaluation
- Path Tracking for Usability Measurement
- Tracking Visits, Not People
- Industrial Strength Log Analysis Tools
- Count the Registrations and Interactions
- Count Your Accomplishments
- What Are They Looking For?
- What Are People Most Interested In?
- What Are They Reading?
- How Do They Misuse the Search Tool?
- Are There Any Searches that Are Seasonal? Periodic?
- How Are People Responding to Current Events?
- How Well Do You Compare?
- What Are Your Competitors Up To?
- Benchmarking for Prudence and Profit
- Hire a Secret Shopper
- Prioritize to Compete
- Open the Door for Customer Comments
- Process Improvement
- Strike Up a Relationship
- Satisfaction Formulas
- Chapter 7. Knowing Your Customers as Individuals--Again
- Bringing Back the Intimacy
- The Industry Perspective
- The Store's-Eye-View
- Seeing Customers Eye to Eye
- Customer Bonding
- Awareness Bonding
- Identity Bonding
- Relationship Bonding
- Community Bonding
- Advocacy Bonding
- Customer Bonding on the Web
- The Value of Customer-Centricity
- Getting to Know You, Getting to Know All about You
- Barriers to Competitive Entry
- Personalization Levels
- Recognition
- Making Recommendations
- Making Customer Service Recommendations
- Profile Access--Password Required
- Explicit versus Implicit Information
- Tracking the Wild Customer
- Getting Proactive--Anticipation Engines
- The Prickly Privacy Puzzle
- Trust and Loyalty
- Data Mining for Fun and Profit
- Tools That Make It Happen
- Tracking Tools
- Smart Dynamic Servers
- Collaborative Filtering
- Profile-Directed Answerbots
- Transaction Visibility
- Personalization Is Leaking Offline
- Business-to-Business Personalization
- Chapter 8. Extranets--Access to Live Information
- Order Processing
- Product Configuration
- Negotiated Pricing
- Cost of P.O.
- Inventory in Real Time
- My Bill of Materials
- Pricing and Distributor Inventory
- Order Tracking
- Bill Presentment
- Real Time: It's Not Just for Order Tracking Anymore
- Oracle's Visible Trouble Tickets
- Dell's Visible Forecast
- Penske's Visible Trucks
- Home Depot's Visible Projects
- Chlor-Alkali's Visible Tanks
- Workflow
- Whole New Worlds
- Definition of Value Chain Integration
- Beyond Parts
- Personal Extranet
- Application Service Provider
- Chapter 9. Customer Relationship Management
- Bringing the Customer All the Way into the Picture
- The CRM Promise
- Faster Service
- Lower Costs
- Bigger Profits
- Team Coordination
- Higher Customer Satisfaction
- Improved Retention
- Loyalty
- CRM Roadblocks
- Data Silos
- Tools Galore
- ROI
- Customers as Members of the Team
- Whither CRM?
- Chapter 10. Getting Started
- Setting Goals
- Convincing the Brass
- Getting Down to Business--A Woman's Work Is Never Done
- Chapter 11. Planning for Tomorrow
- Multiple Browsers
- Everything Connected
- The Third-Party Informediary
- Weird Tech
- We Know How You Feel
- Have Your Agent Call My Agent
- It's Still about Making People Feel Cared For
- Falling Behind in Real Time
- Index
