Web Based Customer Care Options

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How your company can start to use web-based tools to manage customers more effectively before investing in a full online platform.

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Web Based Customer Care Options

  1. 1. Web-Based Tools as Part of a Customer Care Strategy Use Standard, Web Based Tools as Part of Your Customer Care Strategy to Improve Your Customers’ Experience, Prevent Cancellations, Pre-empt Complaints and Improve Your Reputation MartinM Associates 4A, 181 Wanchai Road, Hong Kong
  2. 2. Improve Customer Experience, Reduce CostsWhy use standard, Web-Based tools as part of a CustomerService strategy? – Cheap and scalable – Allows quick, easier damage limitation – Enables complaint pre-emption – Will enhance your reputation – Easier message management to counter rumours and press positions – Creates a technology savvy image – Creates a Good Customer Experience If You Hang Out Where Your Customers Are You Have a Better Chance of Understanding Them – And of Them Understanding You MartinM Associates 4A, 181 Wanchai Road, Hong Kong
  3. 3. Improve Customer Experience, Reduce CostsWhat Web-Based Tools? – Twitter – Google Alerts – Blogs All Standard, Easily Accessible, Used By Your Customers and Free MartinM Associates 4A, 181 Wanchai Road, Hong Kong
  4. 4. Improve Customer Experience, Reduce CostsWhat Do They Do? – Twitter • Micro-blogging service • A place where people vent their frustrations • A place to pick up on complaints and deal with them so you can: – Save customers – Prevent problems becoming complaints – Create goodwill – Scotch rumours – Manage your reputation • Allows two-way near real-time conversations in 140 characters MartinM Associates 4A, 181 Wanchai Road, Hong Kong
  5. 5. What Our Customers Are Saying About Us On Twitter (Names Hidden to Protect the Innocent) MartinM Associates 4A, 181 Wanchai Road, Hong Kong
  6. 6. How Would We Use Twitter?Assign one person to monitor Twitter throughout the day – Not a full time job – can be doing other things concurrentlySet up a search on <your company>, check in every hour or 2 fornew itemsCheck through the items & reply to complaints – Get details – Take ownership – Manage thru to completion It really couldn’t be easier MartinM Associates 4A, 181 Wanchai Road, Hong Kong
  7. 7. BenefitsImmediate: – Can pre-empt customer complaints – Can save customers – Creates a reputation for <Your Company> of being plugged in, tech savvy etc. (In line with being an ICT leader) – Extremely cheap to implementLonger term: – Can lay the foundation for moving to a more web centric customer care strategy, which will bring: • Improved customer experience • Scalability • Cost savings. MartinM Associates 4A, 181 Wanchai Road, Hong Kong
  8. 8. Who Else Is Doing This?– Comcast– Verizon– ComScore– Southwest Airlines– Network Solutions– Firefox– Disqus (A web based comment management service for online publishers) To Name But a Few MartinM Associates 4A, 181 Wanchai Road, Hong Kong
  9. 9. Other Web-Based ToolsGoogle Alerts – Notification whenever <your company> is mentioned on a Web Page that Google has indexed: • Blogs • News Releases • Forums • Chat Rooms– Not as immediate as Twitter, but these places can get a lot of eyeballs– Still gives an opportunity to get involved in the conversation and manage your reputation The Blogs and Forums Online (And Twitter) Are Where The Most Damage Is Done To Your Reputation and Where Most Stories Grow MartinM Associates 4A, 181 Wanchai Road, Hong Kong
  10. 10. Other Web-Based Tools Blogs: – An effective communication channel through which you can keep customers advised of current issues: • New products or services • Service outages and progress towards resolution • Changes to (for example) bill formats, other T’s & C’s • Progress on public interest issues (like results, new regulatory moves, etc) – Allows for 2 way interactions, so • Customers/readers can respond to articles • Readers can ask questions (which you can respond to) • Readers can propose new products/servicesEasily Maintained on the Main <your company.com> Page and Enables Genuine a Conversation With Your Customers MartinM Associates 4A, 181 Wanchai Road, Hong Kong
  11. 11. Other Web-Based ToolsCost to Implement:– Google Alerts: • Part of 1 person’s job to check the alerts each day and take appropriate action • Alerts themselves are free– Blogs: • There should be an editor in charge of this as it can be a powerful communication tool. (Not a full time job, though) • This needs to be monitored for comments from readers so they can be responded to. • Blog software is free to install on our servers and can be customised to the corporate branding.– Promotion • Some promotion to let people know the blog is there & encourage visitors. MartinM Associates 4A, 181 Wanchai Road, Hong Kong
  12. 12. And finally…If we don’t listen to and interact with our customers they’ll find someone else who will talk to them. And it’s extremely cost-effective to do. Thank You! MartinM Associates 4A, 181 Wanchai Road, Hong Kong

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