Knowledge

Knowledge is not information, it is a compilation of both information and experience or expertise.

Explicit knowledge can be articulated and communicated it is also easy to incorporate.

Tactic knowledge belongs to a skilled person they may be able to do something but not be able to clearly explain. This is knowledge based on thought, judgement and the individual. It would be shared as a form of advice not hard fact.

People are trying to create automated knowledge systems that can at least work as well as human workers.

When dealing with communication and contact with clients there needs to be  Back-End Processing.

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Customer Service

We need customer service. However human customer service is being replaced with computerized Internet frameworks.
We also want and need customer feedback to understand how the customer is dealing with our products and services. The customers who complain want an apology and can create 60% of up sale successes. Customers who don’t complain aren’t good for business because they will just switch to a competitor.

There are many problems related to human customer service ranging from lack of employee knowledge to payroll costs. But the alternative is flawed as well. Many companies direct customers to their FAQS pages however, FAQS only help with large major problems not the little things, minor problems or random problems. RFID is another alternative. RFID can help save the customer time and improve the quality of their experience. Allowing customers to know where packages are along with time schedules and expedited service e.g. supermarket check outs.

 

Good customer service has…

Multiple forms for contact communication

A consistent brand message

Size charts , how to measure , helps cut cost on returns

Schedules online

Tracking on packages

 

You wan to to know what’s wrong with the product so you can fix it.

You want the to be involved and you have to convince them that you are there for them.

You must be truth full to them AT ALL TIMES be able to deliver.

They want Real people, 24 hours a day ( in reason)

 

The prime directive of Great customer service is to migrate customers to the cheapest channel while answering their questions.

 

Customer service themes

– must pervade alll departments of an enterprise

-superior CS requires long term commitment (management , resources

– build culture of CS using quality mangament principles

– “What gets measured get managed”

– technology can help improve CS

-customers want multiple seervice channels

-customers want the potion f human contanct

-improve overall customer experience

 

?How to improve it? Technology designed to get increase customer satisfaction at the lowest cost.

 

Summary

-Customer Care is a key Marketing Discipline

-customer satisfaction/ loyalty. Enterprise profit

-need business processes, customer segments, relevent technology

-Customers want choice in how to access service

-cost per customer contact varies by channel

-develop service strategies based on CLV

– Besure technologies are satisfiers not dissatisfiers

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Customer Service and Support

 

The internet has the capacity to increase customer expectations about service levels by allows businesses to have anticipatory customer service. They can be proactive about setting up the means for customers to access information related to their needs available 24/7 and in real time. UPS and fedex have package tracking, the DMV has e- driver test scheduling and some doctors offices and resturants allow e-sheduling and reservations as well.  Many customers want to help themselves via self serice before having to pay someone or sitt on the phone on hold thus making use of the internet to provide transparnecy and service to cutomers is a step all businesses should take.

 

Anitipatory CS is the antisipation of certain propblems and being proactive about setting up channels to handle the customers needs related to those needs. Anitipatory CS should id thus problems, have solutions and strategies set up and be aimed at providing superior CS, basically making the customer happy.

 

Sophisticated CS may raise issues for privacy and securtiy ofcustomer information in consumers’ minds but it’s not information that isn’t already known by the compnay, thus I do not see and ethical issues.

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Internet Advertising

With the ability for consumer buying behaviors to be tracked by profiles and cookies as well as consumer feedback tracking merchants and advertisers need not guess what a particular customer is interested in buying. Amazon.com has been extremely successful at profiling their customers one by one. They know what to present and how to present it to what audience. This kind of market research boasts of being significantly cheaper than traditional methods. Customers themselves are telling their preferences with out the seller having to do anything.

Advertising itself is cheaper over all. The old model required months of pre-planning, focus groups, research, brainstorming and many meetings so as to not say or do the wrong thing.  Because of the lack of response data the old model was an extremely risky venture. The new paradigm  though stained with the corruption of Nielsen ratings system always for trial and error with a real time response rate.  A/B testing is a self selection tool that advertisers and marketers can use to find out what works and what the rate of success of a single message is.

 

One thing we must remember as Internet Marketers is that it is still marketing

  1. You need to target your market
  2. Understand what they care about
  3. And connect with your message
    1. If you do
      1. You will improve your image
      2. And drive sales

 

*Marketing time was incredibly risky

– you had to remove as much risk as much as possible (focus groups, planning,)

-web marketing rewards experiments rather than deep planning

 

*Stop interrupting. The new paradigm  is no longer about when you want to say but when they say they want it. 

The web is not a passive medium like the television. You can’t expect consumers to sit back on the Internet and wait to do what they are trying to do because a random advertiser what to say something. We must respect their time and be available for when they want us a. Our work is to be within one click or one search term away from the target. Every click is a choice a decision made freely based on interest and it is interactive.

 

*Listen to what they say: Stop ignoring the users. The Internet is a super fast version of the game telephone, it is pure viral a marketer need to stay abreast on what is being said. Respond to your customers.

 

*Internet marketing is still a direct marketing tool.

 

* If you message is not real it will not get attention. All dealings are becoming transparent,if you put out there you will be found out.

 

*Be versitile.

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Market Place Exploration

Market place matrix

Engagment : more information the more you can create a zealots

This is done by having more for the segments to explore: Interviews, games, books, ny times articles clothing posters, cd’s all these allow for deeper exploraion of product lead to commitment and viral marketing

A zealot wants to know all about the product, who made it, where was it made,  how much it cost, who is involved, the story of the people’s interactions, where the inspiration came from, what problems they had, who helped etc etc

-you need to understand what you are tring to do with each particular segment

What do you want to do?

Who do you want to segment and target?

What do you want to  say?

What ae the realtionship phases?

What are the levers to use?

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