What Do Customers Do in Response to Poor Service?
1. 40% of those who experience a service problem
a. 20% of the customers do not report them (complain)
i. 10% of the 20% of customers will not repurchase
b. 80% of the customers who do complain
i. 25% of the 80% of customers that may be dissatisfied
1. 40% [...]
Wireless and Converged Devices
Are Undergoing the Process
Of Adoption and Diffusion.
Adoption process
AwarenessàInterestàEvaluationàTrialàAdoptionàInternalization
• Relative Advantage
• Compatibility
• Complexity
• Divisibility
• Communicability
Pervasive Computing
• Ubiquitous Computing
• The consumer adoption process is a generally accepted conceptualization of the stages a consumer goes through when confronted with a new product or service.
• The consumer must become aware of the product, develop interest, [...]
• Customers Complain—Or Not
§ If They Do Not Complain, They are Less Likely to Repurchase
• If Customers Complain
§ Their Problems are Resolved—Or Not
If They Complain
—Even If Their Problem is Not Resolved—
THEY ARE MORE LIKELY TO REPURCHASE
THAN IF THEY DO NOT COMPLAIN
Customers Want
• Timely Response
• Informative Content
• Real Person
• Product Information
• 24-Hour Availability
Customers Prefer [...]
Difference Between DATA and KNOWLEDGE?
Data( raw, unprocessed, qualitative, quantitative) à Analyze
àinfo ( in use for decision making) à combined with expertise
àKnowledge ( to make worker more productive and automated system)
• Explicit Knowledge
§ Formally Stated
§ Potentially Available In Published Form
• Tacit Knowledge
§ Subconscious/Difficult To Articulate
§ Shared Through Personal Communication
• To Enable Human Agents to Work
§ Better
§ [...]
Awareness
· Product
o Packaging
· Price
o Click-through promotions
o Web referral promotions
o Bricks-and-clicks promotion
o Web price discounts
o Bundle
o Frenzy pricing
o Prestige
o Price as a sign of quality
o Hi-lo
o Dynamic pricing (as a novel approach — group buying, C2C)
o EDLP
· Communication
o Television
o Magazines
o Radio
o Yellow pages
o Telemarketing
o Billboards / outdoor advertising
o Online billboards (banners / buttons)
o Search engines
o E-mail
o [...]
• Explicit Knowledge
§ Formally Stated
§ Potentially Available In Published Form
• Tacit Knowledge
§ Subconscious/Difficult To Articulate
§ Shared Through Personal Communication
• To Enable Human Agents to Work
§ Better
§ Faster
§ With More Customer-Satisfying Results
• To Create Automated Systems
§ As Good as the Best Human Agent
• Protocol
§ Detailed Set of Guidelines
• Policies
§ As Used in Strategy, Approach to [...]
• Possible Site Usability Problems
• Program and Site Management
§ Web Pages, E-Mail, Search and more
§ Advertising Rates
• Visitor Behavior
• Tracking Essential for Marketers
§ Tactics Concern Some Users
SERVER REQUEST LOGS RECORD
• The IP address of the requesting computer
• Date and time of request
• Code indicating whether request was successful or not
• Number of bytes of data [...]
• Pace of Innovation Accelerating Across Product Types and National Boundaries
• Requires Collaboration Across Scientific and Technical Disciplines
• Concept of Intellectual Property Needs to Evolve From Hoarded Possession to Shared Asset
6a’s OF PERVASIVE COMPUTING
Authorized
• Access
• Anyone
• Any Time
• Anywhere
• Any Internet-Enabled Device
INDUSTRY SELF REGULATION
• Choice
• Control
• Customization
• Consideration
• Constraints
• Confidentiality
• Adoption Of Technological Innovations
• Process, [...]
• A relationship is a bond or connection between a firm and its customers.
• It may be strong, weak or nonexistent.
• It can be intellectual, emotional or both.
Two categories of relationships:
1. Type
2. Involvement
• Continuum ranging from communal to exchange based.
• Can online firms build emotional, social or psychological benefits into the exchange process?
• Lack of [...]
Usability – can the vistor successfully perform desired tasks
ENTERPRISE METRICS
• Site Administered
§ Hit Counters
• Purchased Services
§ Server Request Log Data
§ Coded Web Pages
§ Customer Panel Data
l Clickstream-
the complete data record, made up of mouse-clicks, of consumer activity on the Internet during a specified period, usually the dureation of a visit to a single Website.
l [...]
Server logs are records of the files a user requests from a certain website. Coded page is a 1 pixel by 1 pixel image that is placed on web pages to transmit activity data (in conjunction with a cookie) from the users’ computer to the server. Coded page is more accurate, requires less storage, and [...]
Pricing
What is the relationship between price and demand? Why is it important for a firm to price at the point at which marginal revenue is equal to marginal cost?
Price
Inverse relationship between price and quantity.
As a product price decreases/ decreases, demand will increase/ decrease.
Substitute Offerings/ Prices
Both the types of substitute goods and their prices affect the [...]
Product
How is product defined?
Can be defined as both tangible goods and intangible services generally created for the purpose of transaction.
How do Interactivity and Individual (the 2Is) impact product?
The 2Is allow a company to learn more about its customer, personalize a product to meet customer preferences, and offer CRM tools to provide more value for customers [...]
chap 13
Knowledge management and use in the marketing applications will play an important role in the success of customer service. Workers not only have enough information but they need to know how to manage it to bring an excellent customer service. Companies must be aware of having expertise workers who know the information flow and [...]
The 2Is: WHy the web is Unique at creating Customer Relationships
1.Interactivity
–Defined as the extent to which a two-way flow if communication occurs between the firm and the customer.
2.Individualization
–Reflects the degree to which firm-customer interactions are tailored or customized to the individual user.
Stages of a Relationship
1.Awareness
2.Exploration and Expansion
1.Attraction
2.Relationship Norms
3.Trust
4.Power Relations
5.Satisfaction
3.Commitment
4.Dissolution
Two basic reasons why customer relationships increase [...]