1 / 49

How to Create a Profitable Business Strategy for the Internet & Beyond

How to Create a Profitable Business Strategy for the Internet & Beyond. Patricia Seybold presents:. Customers com. Make It Easy for Customers to do Business with You!. Anecdotes, Tips, & Take-Aways for Women In Technology . A Brief Personal History How to Organize your E-Business for Success

marcel
Download Presentation

How to Create a Profitable Business Strategy for the Internet & Beyond

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. How to Create a Profitable Business Strategy for the Internet & Beyond Patricia Seybold presents: Customers com

  2. Make It Easy for Customers to do Business with You!

  3. Anecdotes, Tips, & Take-Aways for Women In Technology • A Brief Personal History • How to Organize your E-Business for Success • Key Competencies to Master in Building a CyberBusiness • What’s Hot this E-Tailing Season?

  4. A Brief Personal History • Apprenticeship • Family Business Succession Issues • Focus on Independence Patricia Seybold Group The “Customers.com Company” E-Business Consultants & Thought Leaders Smart, Soulful People who Care about Your Customers

  5. How to Organize Your E-Business Initiatives for Success

  6. What do & have in common?

  7. They’re Cannibalization/ Green Field E-Business Initiatives

  8. How to Organize Your E-Business Group? • As if it were a Separate Company! • Led by a Visionary Business Executive: VP Sales, VP Interactive Marketing, VP Customer Advocacy • Strong in-house Technology Visionary • Responsible for All Customer Touchpoints • Own the Total Customer Experience • Separate P&L: 2-year ROI

  9. Use the “Paper Napkin” Visioning Technique to Build Consensus

  10. What Other Skills Will You Need? • Customer Experience “owner” • E-Merchandising expert • Strong In-House Content Team • WebMaster • In house Communications/PR • System Integration Help • Graphic Design Help

  11. Measure what Matters The Metrics of the New Economy: • Customers/Members/Subscribers • Repeat Customers • Revenues per Customer per Year • Customer Retention Rates • Lifetime Value of your Customers • What you Know about your Customers

  12. E-Business Models to Watch • Auctions: B-to-B and B-to-C • Digital Marketplaces • Syndicated Content • Manufacturers’ Aisles • Wireless Phones, PDA/Pagers & Games • E-Wallets, smart cards & customer-owned profiles • Scenario Nets

  13. Key Competencies to Master

  14. Two Key Competencies to Master 1. Customer Scenario Design 2. XML Semantics & Tagging

  15. What’s Your Customers’ Scarcest Resource?

  16. New Competency to Master: Customer Scenario Design • What Makes most Web Sites Hard to USE? • Not Designed from the Customer’s point of view • Target Customer/Role/Context • What’s the Purpose of the Interaction? • How do you Streamline it?

  17. Use Customer Scenarios to Cement Relationships • Focus on the 3 or 4 Key Scenarios each Target Customer/Role needs to do • Make sure these Scenarios are easy to find and execute from the home page • Look for Bottlenecks and Obstacles and Remove Them • Continuously Improve these Scenarios • It’s about saving customers’ time!

  18. Coming Soon….Scenario Nets! Purchase Spare Parts and Arrange for Emergency Service Find, buy, furnish, & landscape a new home Register my car, pay my taxes, renew my license

  19. What’s a Scenario Net? • A set of linked tasks and activities the customer wants or needs to perform that takes him across company and/or Web site boundaries • A streamlined set of activities based on the customer’s context; context and customer profile information is preserved as the customer moves from site to site • The customer OPTS IN to scenario nets

  20. What’s the Biggest Single Usability Problem on most Sites?

  21. Can’t Find What I’m Looking For Quickly What’s Needed: • Comprehensive Text Search • Comprehensive Parametric Search • Finder/Advisor • Browse/Catalog/Departments • Gift-giving scenario • Recommendations: What’s Hot!

  22. Help Decision-Making

  23. What is the Simple Little Technology that Enables E-Merchandising?

  24. The Importance of XML • eXtensible Markup Language (XML) is the engine of e-business transformation • XML enables: • Application-to-application integration • Database-to-database synchronization • Cross-organizational workflows & e-processes • Industry Transformations!

  25. What’s Hot this E-Tailing Season?

  26. What do Have in Common?

  27. They’re Clicks & Mortar Operations!

  28. 1999 Patricia Seybold Group Clicks & Mortar Offers an E-Tailing Advantage

  29. “I want my customer to shop in the store in the mall on Saturday, receive a catalog on Tuesday, and shop on the Web Friday night, after the kids are in bed.”Judy Neuman,Divisional VP, Eddie Bauer I-Media Group

  30. Clicks & Mortar 101 • Shop online, pick up at the store • Shop online, return at the store • Shop online AT the store • Create a seamless experience across catalog, Web & stores • Foster customer loyalty across channels • Manage Inventory across channels

  31. Should Manufacturers Sell Direct? • Yes, they have no choice! • Customers want to be able to buy direct • Retailers need to make their real-time inventory accessible from manufacturers’ Web sites • Manufacturers/wholesalers will continue to rely on retailers for convenient shopping, pick up/delivery & service

  32. What’s the Biggest Danger for Internet Retailers?

  33. The Fulfillment Iceberg • It’s huge! • It’s dangerous! • Most of the danger is hidden from sight • Internet Shoppers expect 1-day delivery • Pick, Pack & Ship must be flawless • Returns handling must be simple (no MRA’s!) • Gifts need to be wrapped & carded

  34. Who Does a Good Job? • Fultonstreet.com • eToys • Smith & Hawken • Cyberian Outpost • Hana Flowers • Dick’s Sporting Goods

  35. There’s more to Fulfillment than Pick, Pack & Ship • Application integration & management • Realtime inventory management • Proactive emails at every step • 24 x 7 exquisite customer service • Complete customer profile • Complete transaction history • Complete record of service issues • Power to resolve issues in the moment • Integrate call center & email

  36. Participate in the Customers.com E-Tailing Challenge! • 50 Criteria Measuring the Holiday online Shopping Experience • Come to our Web site October 15th: www.Customers.com! • Participate in the Customers.com E-Tailing Challenge • Make Your Online Shopping Experience Count!

  37. How to Be Successful in Internet Time! • Focus on your End-Customers • Save them Time; Design Streamlined Customer Scenarios • Design an Integrated, Cross-Touchpoint Strategy • Build an Organization that Works! • Measure the Right Stuff!

  38. Need More Info on Customers.com® Research and Consulting? • Come to our Web site: www.Customers.com • Keep up with our thought leadership: Sign up for the Customers.com® service • For consulting, contact Sales@Customers.com • To interact with me, email me at pseybold@customers.com

More Related