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The Evolution of Customer Service: Integrating Changing Habits into Your Website

Learn how the evolving web and changing customer service habits can impact your business. Discover strategies to integrate information, entertainment, socializing, and self-service options into your website. Improve customer satisfaction and drive web traffic with 20 key strategies. Case study on Daleco Equipment Manufacturing demonstrates the successful implementation of customer relationship tactics and product positioning.

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The Evolution of Customer Service: Integrating Changing Habits into Your Website

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  1. Dale Bentlage dale@globalreach.com Direct (515) 309-2738 www.globalreach.com

  2. The Web: what’s new and what’s important

  3. The Evolution of Customer Service Habits are Changing We are a self service economy

  4. The Evolving Web People Use the Internet for: • Information • Entertainment • Socializing (information exchange and interaction) Are you integrating these habits into your web site?

  5. Internet Greatly Improved My Ability to Source: Pew Internet & American Life Project, 2006

  6. Surfing Market Share • People invest a certain amount of time in product research • The more time they spend on your site, the less they spend on your competitor’s

  7. Drivers of online purchasing • Price - find the best price • Selection - get the most options • Source it - just trying to find it • Convenience – easy to find, buy • Research – research/evaluate options

  8. Developing Strategic Approach • Segment target markets by: • Product • Demographic • Purchasing power

  9. Sales: Guide Prospects through these Questions • Do I need I? • Why should I buy it? • Why should I buy yours? • How much does it cost/ can I afford it?

  10. Operations: Support Your Clients • Why are people coming to your site? For information • Solve their problems • Product related • Relationship related: doing business with you, etc.

  11. Handout • Driving Web Site Traffic: “20 Key Strategies” • Web Site Component Options List

  12. Case Study: Daleco Equipment Manufacturing

  13. Daleco Company Background • Profile: • middle of the pack equipment manufacturer (middle price, middle quality, etc.) • Objectives • Create customer loyalty, customer connection with brand • Expand to new geographic markets • Problems: • Lack brand identity, differentiation • Average customer loyalty

  14. Daleco Tactics • Customer relationship • Founder blog • Best practices e-newsletter • Customer only area • discussion boards • Product positioning • Product comparison tool • Product discussion groups on products • Outstanding design (design = perceived value)

  15. Daleco Tactics (p. 2) • Pay attention to traffic lead sources • Search engine optimization • Pay-per-click ads • Post comments, articles on industry segment web sites

  16. For More Information: Dale Bentlage dale@globalreach.com Direct (515) 309-2738 www.globalreach.com

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