Day 21
absent
Day 22: Customer Relationships (con’t)
- Sample costs by channel
o Telephone with live rep- $9.50
o E-mail by live rep- $5
o Live chat- $5
o E-mail with Auto support -???
o Etc.
- Customer Service Themes
o Customer Service orientations must provide all depts.. with an enterprise
o Superior customer services requires long-term commitment (mgt. Resources)
o Build culture of Customer Service listing quality mgt. Principles
o What gets measured gets managed
o Technology can help improve customer service
o Customers want multiple service channels
o Customers want the option of human contact
o Improve the overall customer experience
- Summary
o Customer care is a key marketing discipline
ß Customer satisfaction/loyalty enterprise profit
o Need business processes, customer segments, relevant technology
o Customers want choice in how to access service
o Cost per customer contact varies by channel
o Develop service strategies based on CLV
o Be sure technologies are satisfiers not dissatisfiers
- A Safe prediction
o A Future Belongs to marketers who best:
ß Capture
ß Analyze and Mine
ß USE… marketing data
- Data vs. Information vs. Knowledge
o Information/Knowledge= what you get out of data
o Data= lower level-needs analysis
o Information requires some sort of expertise
o Event/ruled based
- Role of Knowledge in Marketing
o To enable human agents to work:
ß Better
ß Faster
ß With more customer-satisfying results
o To create automated systems
ß As good as the best human agent
Day 23: Cellphones
ROW (Round the World)
- Technology
- No Land lines
- Standards (GSM)
US
- Takes a while to get latest phones
- Development takes a long time
Japan
- Small
- I-mode technology
- NTM
- Gov’t
Video: Docomo “Redefining the Way We Live
- http://www.nttdocomo.com/features/redefining.htm
Product Factors that affect diffusion of innovations
- Relative advantage
- Compatibility
- Complexity
- Divisibility
- Communicatively
See Figure 14-1