Which is most useful

Trafficis measured by
Hits, impressions, page views / deliveries, Sessions- length of time spent, Click throughs, and audience.
Audience is measured by
Total vists, return and unique and anonumous and registered users,
Behaviour on the site page views, seesion time, path in and out of site entry page/landing , shopping abandonment,
Campaigns are measured by
Communication channels, e-mail, banners etc. Offer follow through, and search /keyword use.

Other Frequently use metrics are
• Average number of visits per day
• Number of page views per month
• Average visitor session length last month
• Number of hits for each hour of the day
• Paid search results for the most recent 7-day period

All options are good but the question is what is the goal. One must understand what he/she is trying to accopmlish to come up with the proper mix of metrics.

http://cb.nowan.net/blog/

There are many problems related to human customer service ranging from lack of employee knowledge to payroll costs. But the alternative is flawed as well. Many companies direct customers to their FAQS pages however, FAQS only help with large major problems not the little things, minor problems or random problems. RFID is another alternative. RFID can help save the customer time and improve the quality of their experience. Allowing customers to know where packages are along with time schedules and expedited service e.g. supermarket check outs.

Good customer service has…

Multiple forms for contact communication

A consistent brand message

Size charts , how to measure , helps cut cost on returns

Schedules online

Tracking on packages

You wan to to know what’s wrong with the product so you can fix it.

You want the to be involved and you have to convince them that you are there for them.

You must be truth full to them AT ALL TIMES be able to deliver.

They want Real people, 24 hours a day ( in reason)

The prime directive of Great customer service is to migrate customers to the cheapest channel while answering their questions.

Customer service themes

- must pervade alll departments of an enterprise

-superior CS requires long term commitment (management , resources

- build culture of CS using quality mangament principles

- “What gets measured get managed”

- technology can help improve CS

-customers want multiple seervice channels

-customers want the potion f human contanct

-improve overall customer experience

?How to improve it? Technology designed to get increase customer satisfaction at the lowest cost.

Summary

-Customer Care is a key Marketing Discipline

-customer satisfaction/ loyalty. Enterprise profit

-need business processes, customer segments, relevent technology

-Customers want choice in how to access service

-cost per customer contact varies by channel

-develop service strategies based on CLV

- Besure technologies are satisfiers not dissatisfiers

For where I was at Dominos turned out the be the best place to order from, so I hoped on to the domino website, placed my interactive order (which by the way should be the way in is done in the store b/c some many places get the verbal order wrong) entered my information and checked it out.

This was pretty normal as we have come to understand ordering online to be but, when I submitted my order I was not sent to a text only thank you screen but, an Interactive Delivery Meter.

That’s right a screen that in real time told me what was going on with my order, who was processing it, and at which stage of completion my order was at. In the other pockets of screen I was given scrolling facts about Dominos history. Seeing this fancy new mod ofcourse I did not close my window and added to their site stickiness numbers.

Their new motto is “You Got 30 minutes” so I didn’t even get to work during that time as I stared at the screen to see when the next bubble would start blinking. After my order had arrived I looked back at the screen and there was anout pocket window that was asking me questions about my order related to the tracking information… How did Carla make you pizza taste? Did she make it awesome for you? Was Adeli delivery quick? Was he frienldy at the door? How would you rate your meal? All these questions were star rated then there was a section for comments and when I choose not to comment the was a message “Ah:-( there are no comments here” making me feel just aweful that i had no more to say b/c i was well hungry.

This new level Of Interactivitty is amazing and scary at the same time. It’s great for the user but what next will there be cameras in the kithen and in the car with the employees? Will we be able to watch them prepare the food for delivey and get to talk to them?

I can see it now I am 5 miles away from a shop at the computer saying “Excuse me Sara please add extra sauce thank you”

http://www.usatoday.com/money/industries/food/2008-01-29-pizza-tracker_N.htm
http://www.pizzamarketplace.com/article.php?id=10157

Market place matrix

Engagment : more information the more you can create a zealots

This is done by having more for the segments to explore: Interviews, games, books, ny times articles clothing posters, cd’s all these allow for deeper exploraion of product lead to commitment and viral marketing

A zealot wants to know all about the product, who made it, where was it made,  how much it cost, who is involved, the story of the people’s interactions, where the inspiration came from, what problems they had, who helped etc etc

-you need to understand what you are tring to do with each particular segment

What do you want to do

Who do you want to segment and

target

What do you want to  say

What ae the realtionship phases

What are the levers to use

Branding needs to create a lasting image a one word impression if you will

Toyota=safe care

Dell=customer service

Coke Cola=refreshing

Ford = tough

These are universal impressions that these brands are known for

Good branding makes the brand become synonymous with the product across the board.

Hamburger=McDonalds

Soda=CokeCola

Books = Borders/Amazon

These are brands are thought of with these products

Branding is necessary in the internet age.

Because all consumer purchase behavior begins with search … Why should anyone go to Joe’s shop over Circuit City or Dig flash or Scan Disk. The answer is Branding.

Branding creates a relationship between the thoughts of consumers and the product.

When you want to buy a toy your 1st stop is toys r Us because of the relationship you had growing up with toys r us for all your toys needs. For Kings and Things to do the same they would need to position themselves as lets say a “kingdom of toys” they would require imagery to support this position a castle with toys falling out the windows. Then they would need to support the brand position with the value of having all major toys and then some.

The branding of The do Collection is mysterious and uniquely minded thus as a person with the same personality would be it to is over looked for being too unique a and too much outside of the conventional box.

Brands Reduce Clutter:

Think of what you need and one brand comes to mind, go ahead try it

Toilet paper

Toothpaste

Soap

Clothing

Shoes

My answer:

Scotts

Crest

Dove

The Do Collection

Zappos

See how easy that was? No search needed because defined brands set the template.

Interaction Design (IxD) is the discipline of defining the behavior of products and systems that a user can interact with.

Information products lend themselves to creating the right business model for the right streams of revenue. Information products are commercial products that have data only. Lists, databases, accounts and files; all of which can be sold.
Information rich products are a product that has much information available surround the use and environment; it is ancillary data about a product. What you get when you pay for a product.
On-Star or Sabre verses Tide.com or xbox360.com.

CLV concept is used to find out the net value of a customer. One can profile a customer to find out what makes them profitable and target the same characteristics to get more customers or find out if they are unprofitable. It is cheaper to keep them. Knowing your customers helps you find out how to do that.
Amazon’s use of CLV is a prime example. They know the customer and can speak directly to them with login landing pages based on their interests. College could do this too for recruitment by having login mandatory sites for new recruits that shows information only pertinent to their major and status.

Market research gathers information about
- gets the how and why
Testing looks at what works
– gets the answers on how to get responses.

Testing allows marketers to see what works, this gives them the ability to act accordingly with what they see has gotten them the desirable response.

Data mining and warehousing allows you to see how a person is profitable. The information collected relates back to the customers mind as getting an offer based on what they want. The way to get to know the customer in an internet marketing world is through data.

No longer can anyone make a valid arguement that they can’t do or can’t find anything anymore.
Search is a major part of getting things done and as search engines get rid of the clutter out there is will be even for effective without being over efficent.

SEO search engine optimization is the driving force behind the can do drive that will over come us all. We as marketers and We as consumers will be able to get to what we need when we need it at optimal speeds with little effort.

The internet for the 20 something year olds coming up will allow us to move along at a faster pace and get more involved. For one we will not need to start with lists and names. We all can position oursleves to be seen by those looking.

Permission Marketing
Opt-out vs Out-in
Permission is all the craze, who has the right to send mail to anyone.

Opt-out is passively allowing spam, ads, and marketing marterial to enter your box.

Out-in is having to ask for it. Double and Confirmed are deeper levels of acceptance.

It’s all the same until you get to the level of where or not the customer feels like opening the mail or not. Out-out has no garentee outside of ending up in the trash folder. Opt-in has a better chance as the consumer has expressed interest in viewing the mailings in order to stay informed.

Although Opt-out in permission it is un-apparent permission and can be viewed as spam. For that reason is not a good option to go with as many emailboxes have spam filters which lessens the likelihood of the Opt-out email even being seen.

The internet marketer does not need to start with names of consumers. They can begin on websites that reach their target. It most certainly helps if the budget is low when sending out emailers, but a good email marketing campaign starts with knowing if the names you are send the information out to have an interest in what you are sending them. Beginning else that would aide in getting this kind of information would be best.