Transcript Services Marketing and the Web

Services Marketing and the Web
Fall 2000
Providing Supplementary Services and
the Internet:
Taking Care of the Customer
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Information
Consultation
Order-taking
Billing and
Payment
Hospitality
Exceptions
Information
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To obtain full value from any good or
service, customers need relevant
information about it.
Prospects and new customers are
especially information hungry.
Involvement
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The amount of time and effort a buyer
invests in search, evaluation, and
decision processes
Involvement level
– http://www.officemax.com/FreeDelivery/cat
alog.html
– http//www.pharmor.com
Involvement
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Involvement level
– http://www.prairiefrontier.com
– http://www.clifbar.com
Examples of Information
Elements
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Directions to where or how sold
– http://fedex.com/us/dropoff/
Schedules/hours
– http://www.bradley.edu/irt/lib/libhours.html
Prices
– http://www.eurostar.com/
Warnings
– http:/www.bhglive.com/homeimp/docs/index.ht
m
Examples of Information
Elements
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Instruction on using product
– http://www.certainteed.com/consumer/fenci
ng/html/f_frmst.htm
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Reminders/notification of change
– http://www.rnrnow.com/JJR/REGITR.HTML
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Documentation
– http://colgate.com/Pro/index.html
Consultation
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“What do you suggest?”
Consultation involves a dialogue to
probe customer requirements and then
develop a tailored solution. This
category includes “solution selling”
efforts.
Examples of Consultation
Elements
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Advice
– http://www.walgreens.com/
Auditing
Personal counseling
– http://www.sprint.salestar.com
Tutoring/training in product usage
Management or technical consulting
– http://www.bhglive.com/homeimp/docs/index.htm
Customer Decision Making
Knowledge
Level
Goal
Framework
Expert
Information
Makes Own
Decision
Intermediate
Structure
Decision
Needs
Help
Novice
Obtain
Solution
Needs
Expert
Examples of Frameworks
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Expert
– http://www.gcada.com/tomgill/
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Intermediate
– http://1800flowers.com
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Novice
– http://www.sprint.com/cpguide/index.html
Examples of Frameworks
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All three in one
– http://us.imdb.com/search
– http://csg.sprint.com/productadv/index.html
Order-Taking
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When customers are ready to buy, it is
vital for firms to do a good job of
accepting applications, orders, and
reservations.
Examples of Order-Taking
Elements
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Reservations
– Seats, Tables, Rooms, Admissions
– Rentals of vehicles or other equipment
– Professional Appointments
– http://www.goalamo.com/reserve/
Examples of Order-Taking
Elements
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Applications
– Membership in clubs or programs
– Subscription services (e.g. utilities)
– Prerequisite-based services
– http://csg.sprint.com/longdistance/1000min
utes/1000_order.html
Examples of Order-Taking
Elements
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Order Entry
– http://www.cdw.com/search/default.asp?gr
oup=CDR
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Inventory Management
– http://www.lhtech.com
Billing and Payment
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Customers deserve prompt, intelligible,
accurate, informative bills.
They are frequently disappointed!
Examples of Billing and Payment
Elements
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Shopping carts
– show total price
– easy to understand
– ability to review order
Confirmation of order
– send e-mail to confirm order
– provide account summary
– http://www.eframe.net/
Hospitality: Taking Care of the
Customer
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Well-managed businesses try to treat
customers as guests, taking care of
them during transactions and when
visiting. After all, marketing invited them
there!
Examples of Hospitality
Elements
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Greetings
Treats
Entertainment
Security
– http://www.cdnow.com/cgibin/mserver/redirect/leaf=
Exceptions
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Exceptions include special requests,
problem solving, complaint-handling,
and compensation when things go
wrong.
Customers expect a fast response to
problems!
Examples of Exceptions
Elements
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Special requests in advance
– children’s needs
– dietary, medical or disability needs
– religious observance
– deviations from standard operating
procedures
– http://flycontinental.com/tis/
Examples of Exceptions
Elements
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Handling special communications
– complaints
– compliments
– suggestions
– http://embassysuites.com/HotelInfo/embassy/abou
t.html?page=EMAIL
– http://iflyswa.com/
Examples of Exceptions
Elements
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Problem Solving
– Warranties and guarantees
– Resolving difficulties that arise from using the
product & from accidents, failures, staff, or
other customers
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Restitution
– refunds
– compensation in kind for unsatisfactory
products