Usability of Web – how does it function for consumers sites. Sites redo based on getting customers where they need to go.
Anticipatory customer service is the anticipatory service concept of being proactive I is tnot simply waiting passively until customers request service. To do this, companies must anticipate potential problem areas before they become troublesome, develop situations, and provide service that exceeds customer expectations. To implement anticipatory customer service, one must (1) build customer scenarios, using data including call center reports, e-mail logs, chat transcripts, and Web site software that can report unusual volumes of activity and uncover patterns in a day-to day service queries. Use the scenarios to determine where intervention can prevent problems, such as common customer mistakes in placing orders.(2) make customer service pervasive by fulfilling common requests before the customer even asks and enduring that service is readily available throughout the value chain (3) design the service process for “seamless escalation”. This means firms must guide customers to the service they need without having to move through frustrating layers of information that does not for the needs of the customer.
Some of the techniques that enterprises can use email promotions, search engine marketing, events & public relations, viral marketing, online advertising.There are four stages of brand building: Awareness, Familiarity, Positive Imagery, and Completed Transaction. It is important to create Awareness. This is the first step introduces the brand to the consumer so the consumer can recognizes and be able to recall the brand later on. Familiarity suggests some knowledge of the product, its features, and services offered. It is measured by asking about recall of message points from the ad. Creates Positive Imagery is created by marketing programs that link strong, favorable, and unique associations to the brand in memory. Completed Transaction should be the beginning of a relationship, not the end of the process. The best brand building on the Internet will fuse the attention-getting power of the Web’s interactive environment with the targeted relationship techniques of information-driven direct market. It will be tightly integrated with offline brand development activities.