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Research Presentation
Online Customer Service:
Is self-service no service at all?
Agenda
1.
2.
3.
4.
Why is online customer service important?
What questions did we hope to answer?
What did we find?
So What?
Monica L. Perry, School of Business
February 17, 2005
1
Why is online customer service important?
Consider the following
scenario in the offline
world…..
2
Research Questions and Related Literature
3
1.
What is the range of online customer
service in practice?
2.
To what degree is online customer
service self-service, assisted, and
interactive?
Related Literature: Service Quality
We Focus on 3 Service Quality Dimensions
Parasuraman & Ziethaml (1991)
пЃ† Assurance
пѓ� Knowledgeable, Basis for Trust
пЃ† Empathy
пѓ� Individualized Attention
пЃ† Responsiveness
пѓ� Promptness
4
Supporting Literature: Financial Impact
Customer Retention
Small
пѓ Large
Profits (25-100%)
(Reicheld, Markey & Hopton 2000)
пЃ†
Customization, Personalization
Investments to Customize Service Interactions =
Indicator of High Service Quality Strategy
(Keltner, Finegold, Mason & Wagner 1999)
Service-Profit Chain
Service Quality пѓ Greater Profitability
(Heskett, Lovemen, Sasser & Schlesinger 1994)
5
Related Literature: Media Richness
Media Richness Theory
пЃ† Characterize Channels of Communication
based on “Richness” Continuum
(Carlson & Zmud 1999; Daft and Lengel 1984, 1986)
пЃ† Continuum based on:
пѓ� Cue Type and Variety
пѓ� Personalization Capacity
пѓ� Feedback Immediacy
пѓ� Ability to Convey Complex Information
Lean
6
Rich
What we developed: categorizing online service
Interactive
Store
Locator
Check Order
Status
Static
Customized
FAQs
Non-interactive
What we found: descriptive results
Content Analysis of web site for 200 cataloguers
Category
Static, Noninteractive
Static, Interactive
Customized Static
Customized,
Interactive
8
Most
Frequently
Promotions
(65%)
Standard
Search (91%)
Contact CS
(89%)
Shopping
Cart (79%)
Least
Frequently
Payment Info.
(16%)
Customer
Surveys (3%)
Fax Number
(2%)
Change
Order (4%)
So what?
пЃ†
Utility of an empirically grounded
process for Classifying, Assessing Online
Customer Service
пЃ†
Considerable Room for Possible Advantage
Across Fuller Range of Customer Service :
пѓ� Real-time
пѓ� Access,
Placed
9
online customer service
Control, Changes to Orders once
Facilitating Service Quality
10
Facilitating Service Quality
http://www.coldwatercreek.com/profiles/home.asp
Please wait for the next available Coldwater Creek representative.
You will be notified when someone is available to assist you.
Rachel has arrived to help you!
Rachel says, "Good Morning and welcome to Coldwater Creek.
My name is Rachel. How may I help you?"
You say, "I was just checking out the instant help for my
Marketing class!"
Rachel says, "So what do you think?"
You say, "Thanks for the quick response - I'll use Coldwater Creek
as an example of Super responsiveness"
Rachel says, "Thanks, that is awesome!"
11
Lastly………..
12
13
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