Customer service and how to make customer service
- look at subsystem
-each subsystems might have a problem, companies have to think how to solve these problems
- example of customer service themes
“what gets measure gets manage”
Technology can improof customer service
to use technology in ways to make customer service more effectient
human interface is very expensive and can be annoying to customers
increase customer satisfaction at the lowest cost and to use the latest technology to do so is the goal of any company.
summary-
csutomer care is a key marketing displine
- customer satisfaction/loyalty, enterprise profit
need business processes, customer segment, relevant technology
customers want choice in how to access service
cost per customer contact varies by channel
develop service strategies based on clv
be sure technologies are satisfiable, not dissatisfies
what medium gets the must customer satisfaction
use the most expensive interaction when the customers are the most valuable
passive knowledge- can’t be written down, it must be observed and see if it has to changed or not!
role of knowledge in marketing-
- to enable human agent to work
- better, faster, with more customer-satisfying results
-to create automated systems
- as good as the best human agent
a safe prediction- the future belongs to marketers who best: capture, analyze and mine, use= marketing data
the difference between data, information, and knowledge
1. lower level
2. analyze data and put it to gether
3. expertise, you are learning from all the data and the information
check what processes are important and see how they happen, how they evolve