Customer Service:
-have to be honest
-migrate customers to low cost channel
-have a person available 24-7
Sample costs channel
-Telephone with live rep $9.50
Customer service themes
-what gets measured gets managed
-customer service orientation must pervade all departments of an enterprise
-superior customer service requires long-term commitment
-build culture of customer service using quality management principles
-technology can help improve customer service
-customers want multiple service channels
-customers want the option of human contact
-improve the overall customer experience
Summary
-customer care is a key marketing discipline
-customer satisfaction/loyalty, enterprise profit
-need business processes, customer segment, and relevant technology
-customers want choice to how to access service
-cost per customer contact varies by channel
-develop service strategies based on CLV
-be sure technologies are satisfied, not dissatisfied
A safe prediction
-the future belongs to marketers who best capture (surveys, online, past R&D…), analyze and mine, and use marketing data
Data: lower level
Information: analyze data and put it together
Knowledge: add expertise to information
Role of knowledge in marketing
-Enable human agents to work better, faster, with more customer satisfying results
-to create automated systems
-as good as the best human agents