relating to CUSTOMER SERVICE?

http://www.wiredzune.com/2008/02/eighth-graders-test-zune/#more-402

As Professor mentioned in previous class that branding is important, it helps interact the mind of a customer and helps set a template for customers when they make a purchase for a product. He also stated that Customer service is important as well. So when you compared the two…who one is more essential? this articles states the facts  which is quite interesting to read…enjoy

http://www.brandingasia.com/columns/015.htm

http://www.xbox.com/en-US/community/news/2008/xbox360pricedrop.htm

getting people to search, creates brand awareness + recognition.

Customer Acquisition
->CRITICAL EMAIL PRINCIPLE
relevance- interactivity between customers and vendors create relationship. companies need to know customers characteristics, so they can target and understand them better.
Respect-(customers) what they want and when, agreement to sell their names and blast emails
receipt control- more likely to read emails sent which would result to a better quality list…emails are sent to the right people who value the site that responds. those who dont respond gets taken off the list or maybe given a second try. 

Usually people dont read the fine print because they dont find relevance withint the email unless you create relevance in what they are expose too.

Companies can find out different customers buying habits and use them to target a specific group at times. they also use forms or A/B test to see customers reactions and put them into different groups to target segments. (A/B test is when companies have 2 groups to test and see their response over time). The best strategy  to use is to know what customers whan liek and give best offeres to them at the right time and according to their preferences.

advs: email marketing
-develops quickly, content is flexible, rich media and video, distribution is controllable, can be tested for effectiveness, measureable and inexpensive.
->getting  good opt-in list on issue.
                  best getting a good list is throught internally.

->start ups->value propositions->target segmetns->demographis-> income->then ur able to find where these targets are at.

level of permission
      -> opt-out (dont send me anythign anymore: where you UNCHECK THE BOX)
      -> Opt- in (checkingthe  box like subscribing for more exposure)
                       ->double Opt in (ex: are you sure you want to….)
                       ->confirm Opt in

email process-
1) value proposition- what makes a company unique, what th4ey have to offer and sell  and who their target market is. then it goes to demographics and age (secondary info). then search list-> information product (critical info)->
2) dervied email insight-
3)suggest product
4) evaluate

other techniques-
-events, publicity, affiliates, Portal relationship and viral

• Advertising
• Paid subscription
• Sponsorship
• Link to stores where they can get a commission
• Sell data about customers  
  Community on i-village.com

• Polls
• Trailers of movies that you can’t access else where
  • Fresh content

Colors are important for a website

• Cultural sensitivity
• Positive and negative effects
• Also want to be a global brand

Seven design elements of customer interface

1. Context: site’s layout and design

2. Content: text, pictures, sound and video that website contains

3. Community: way site enable user-to-user communication

4. Customization: ability to self-tailor to different users or to allow users to customize the site

5. Communication: site enables site-to-user communications or two-way communication

6. Connection: degree site is linked to other sites

7. Commerce: site’s capabilities to enable commercial transaction

Why shopping carts are abandoned?

• Too many steps, takes too much time
• Just want final price
• Have to create an account

What determines the look-and-feel of design?

• Context
• Dimensions of context: function and aesthetics
• Aesthetics: color scheme and visual themes

What are the dimensions of content?

• Any digital information
  • Audio, video, images, and text
• Dimensions
  • Offering mix
  • Appeal mix
  • Multimedia mix
  • Content type

Why community?

• Encourage customers to return to a website primarily because:
• Create attractive content
• Makes activities possible or easier, thus satisfying needs not attainable individually

Lever used to customize site?

• Customization
  • Personalization
  • Tailoring

Communication

1. broadcast

            Mass mailing, FAQ’s, email newsletter

2. interactive

            Customer service, user input

3. hybrid

            Combo of broadcast and interactive

Connect with other businesses (dimensions)

• Links to sites
• Homesite background
• Outsourced content
• Percentage of homesite content
• Pathway of connection

Dimensions of commerce

• Registration
• Shopping cart
• Security
• Credit card approval
• One-click shopping
• Orders through affiliates
• Configuration technology
• Order tracking
• Delivery options

Testing process

1. Why? Reasons for conducting a test

- standard practice (test all market programs)

- strategic question (reactivate lapsed customers)

- tactical questions (which incentive to use)

2. Design a test

- what market variables (price, etc.)

- type of test (a/b, control/a)

- samples (population size)

3. Establish test metrics

- significance

- cut off date

When looking at panel data you have make sure the people are not predisposed to constant testing.  You might get a different result if you do random testing

Customer data can be collected

        1.   Purchases

        2.    Census

        3.   Associations

        4.   Research firms

        5.   Purchase data

        6.   Survey/questionaire

        7.  Focus group

        8.  Interviews

        9.  Websites – clickstream data

        10.   Acct Data

        11.   Calls center

        12.  Customer inquiries

4. execute and monitor results

5. analyze and report test results

6. make marketing decision

            *start off by asking yourself this question, then figure out what data you will need to gather

Data: (360 degree view of customer) purchase, census, associations, research firms, survey, focus groups, interviews, click stream (website), accounting, call center, customer acquisition.

Why they can’t be linked? Format, what to do with it, cost

Data mining: a set of statistical routines that permit pattern detection in large data sets

Hierarchy of customer-focused marketing strategies

Customization

Personalization

Transaction

Interaction

Information

What do you do on the net?

            Task: pay bills, entertainment, purchase, communication, research

2004 survey:

- search played a role in ½ of purchases

- early searches used generic keywords, not brands

- closer to purchase used brands

- most concluded search well before purchase (few searched and purchased in one session)

Customer satisfaction

-         word of mouth (electronic): tell people about your purchase

-         CLV

-         Hard to know if customers are really satisfied

Segments of internet users

-         rural residents less likely to be online

-         teenagers are heavy communicators

-         seniors are less online

-         usage segments include connectors, simplifiers, routiners, surfers, bargainers and sportsters

-         broadband access in the home is key behavioral segmentation

How do you know if you’re successful in completing the tasks

Customer satisfaction – viral marketing – word of mouth

Conventional market research

Primary research                       Secondary research

Quantitative                             

Qualitati         Customer/prospect

Internet usage                           site use and transactional data

data from 3^rd party

business models:
ex: Amazon
-traffic aggregator
-allows diversity of products
-goal is to have their viewer’s eyes fixed on their site.
ex: Wall Street journal (online)
-provides content, news and info
-online subscription= less traditional hassle
other examples:
ASP – Corio                                                               
Fundraiser – Red Cross                                               
Marketplace – Ebay
Multichannel – Staples
Open source – Linux, Apache
Peer to peer – Kazaa
Portal – Yahoo
Infomediary – Stockgroup Media
Machine to machine – Otis elevator
Revenue models:
-advertising
-e-commerce
-associates
ex: internet models, internet accessing

Direct response medium (internet): call to action, interactive, provides information, acquire, convert, and retain customers.

Critical strategy elements from direct-response perspective: offer, email list, media, service and support, and creative execution

Landing page- home page; people being abled to easily remember

Because they are not on anyone else’s site, they are able to explore your site, and they could possibly purchase something.

CLV (customer lifetime value): loyalty, brand recognition, cheaper to keep existing customers then to find new ones, need good customer service, have to determine which customers are most valuable (look at them over time).

Switching costs: the cost you pay by switching to something different. Changing email accounts (have to transfer your contacts), changing internet providers. This effects retention.

Testing: 2 products and 2 exposures.

Who are you targeting? Who are you giving exposure to? How random? Who is your control group?