H.J. 'Coach' Bengochea is an experienced business coach focusing on leadership and marketing, having worked with prominent companies across the Caribbean. The document highlights the transformation in customer expectations driven by digital technology, emphasizing the need for instant access to information and customized service. It discusses e-customer motivations, fears, and the importance of building trustful relationships in e-commerce, illustrated through examples like Amazon's customer-centric approach.

1. e-Customer Service
presented
by
H.J. ‘Coach’ Bengochea B.Sc., M.B.A.
1

2. H. J. ‘Coach’ Bengochea’s Bio-Sketch
H J Bengochea is a Business Coach specializing in Leadership, Sales, Marketing & Customer Relations. He has
consulted and conducted workshops across the Caribbean for companies such as FedEx, The Aruba Free Zone, the
Neal & Massy Group, Accelor Mittal Steel and Caribbean Money Market Brokers. He is a preferred facilitator and
senior consultant with the Business Development Company.
He has over twenty five years experience in Marketing, having worked with blue chip companies across the
Caribbean. He was V.P. International Marketing with S. M. Jaleel & Co. Ltd., Marketing Director of Carib Brewery,
Caricom Marketing Manager for Coca-Cola, Sales Manager at Johnson & Johnson and Executive Director & CEO of
the Export Centers of Trinidad & Tobago.
Coach Bengo, as he has branded himself, holds a B.Sc. and a Masters in Business Administration from the University
of the West Indies. He is a part-time lecturer at the University’s undergraduate program in International Marketing
Management and also lectures at the University’s Business School (Arthur Lok Jack Graduate School of Business) in
the International Masters of Business Administration and the Masters in Marketing programs in e-Commerce
Marketing, ICT & e-Commerce, Marketing, Product Planning and Supply Chain Management.
He co-owns and operates an Education, Training & Development Agency, Sandee Communications Ltd. which
develops and conducts programs such as Flavorite's National Peppy Spelling Bee and the i Learn program conducted
across the Nation's primary and secondary schools.
2

3. We live in an increasingly Wired World
• Approximately 25% of
Trinidad & Tobago
households have Internet
Access
• Add an incremental 10% for
those that have Internet
access via the office
• Add another 5% that have Also more than 45% of households
Internet access via their have cable television service.
mobile phone
And another 40% have access to
• More than 90% of adult News and Advertisements via
individuals own a mobile broadcast TV & Radio
phone
3

4. This is changing the way people view
information
• Persons today (especially
the younger generation)
expect
– Instant information
– Instant News from
around the world
– Easy to find what
you’re looking for by
searching, browsing or
telephoning
– Family & Friends are
always a click away -
real time networking -
and they look to these
contacts for
information
4

5. ICT
• This has
been
described as
the first 30
sec of the
ICT
revolution
• Most
commerce
will be e-
commerce by
2050
5

6. The Mobile Phone is now a Way of Life
The Younger Generation
needs to be constantly
connected and expects
similar service.
6

7. And the Revolution is Just Beginning
• Facebook and MySpace -
its all about You.
• Social Networking
Phenomenon - estimated
+400,000 Trinis now
have a Facebook account
• Facebook - the concept
of sharing in what’s
happening in my life and
all my friends and family
lives The 21st Century will be the age of a
digitally enabled social and commercial
life, the outlines of which we can barely
perceive at this time.
Laudon & Traver
7

8. Digital World
8

9. And this is changing the way
Customers expect to be treated
• Customers today expect
– Their information is
close at hand
– Instant feedback and
response
– Instant action
– Self service
– Instant Chat
– In a nutshell
customers expect
customized service
in real time
– With Security
9

10. E-Customer Motivation
E-Customer Motivation
Information Search
Belong, Connect
Know How to....Knowledge
Speed and Convenience
Review & Testimonials
10

11. E-Customer Fears & Phobias
E-Customer Fears & Phobias
Security of Information
Privacy
Fraud
11

12. Growth of e-commerce & m-commerce
12

13. Customers seek a trusting relationship
A
trusting
relationship
Customer agreement to two-way
communication
Website promise not to disseminate information
e-Visitors choose anonymity

14. Know your e-Customers before
you Service them Online
Meet Successful
E-Customer
Motivation
E-Customer
Expectations
= Transaction
Fears & Phobias 14

15. Attract & Keep High-Performing
e-Customer Service Employees
• Attract them
• Develop Job Descriptions
• Train them
– How to handle Customer
Complaints
– Interpersonal Skills
– Listening Skills
– Show concern, acknowledge
and apologize for the mistakes
• Keep them
• Empower them
15

16. Amazon.com Customer Service
Amazon does not ‘deliver customer service’, they build You can have products sent to multiple locations, request individual
powerful partnerships. giftwrapping, pay either by credit card, wire transfer or check.
You can choose standard, express or overnight delivery and see the costs of
Yet another customer satisfaction survey has rated Amazon as #1 among all online each before deciding. If a product is not in stock, you can have each item sent
retailers.
as it becomes available, or hold and ship all your items at once. If you choose
Amazon’s customer service has always been recognized and applauded as world- the first option, Amazon guarantees shipping costs will be no more than if you
class. This is remarkable, especially since it is a purely online retailer. Amazon has chose the second.
hardly any ‘human’ interactions – often considered crucial perception points for
increasing customer satisfaction and loyalty – in the value delivery chain. How does Amazon DELIVER?
Many companies try to emulate Amazon and cost-effectively provide higher levels As soon as you place an order, you receive an e-mail confirming all the details.
of service through leveraging technology. But Amazon does not only ‘deliver You can change it if you reply right away.
customer service’ – they build powerful partnerships with their customers. When your order is filled, you get another confirmation by e-mail. Your credit
card is charged only when the order is actually shipped.
Every service cycle is a series of interconnected conversations: Explore, Agree, Products are packed in strong boxes with extra padding to ensure they reach
Deliver and Assure. you in good condition.
You can track your orders in process and see your complete order history at
1. EXPLORE: find out what is important to the other person.
2. AGREE: make a promise to do something on their behalf. any time.
3. DELIVER: do what you promised. Inside each box is a complete description of the order and an attractive
4. ASSURE: check and make sure they are satisfied. bookmark, useful information or gift.
5. EXPLORE to start a new cycle again
How does Amazon ASSURE?
To build powerful partnerships with ever growing levels of trust, a service provider
must become excellent in all four stages. Most companies are chronically weak in at Amazon is committed to your complete satisfaction. If you have a problem,
least one, which jeopardizes this accumulation of trust. they will reply to you quickly by e-mail and take remedial actions right away.
If you have any suggestions to help improve the service, Amazon
How does Amazon do it? enthusiastically welcomes your ideas.
How does Amazon help you EXPLORE? By continuously Stepping UP! in all four stages, Amazon earns high levels of
customer satisfaction with every purchase, builds extraordinary levels of loyalty and
Search by any topic or title. View related titles, other titles by the same author,
converts ‘one-shot’ deals into powerful partnerships.
and titles of books purchased by people who also purchased this book.
Amazon provides book reviews from other readers as well as the publisher How can you do the same? In the next blog post, we will highlight the key
and author. questions and action steps for you.
If you are a member of a specific community, company or affinity group,
Amazon tells you what books people in that group are buying now. 16
How does Amazon AGREE?

17. The Big Tent
Published: November 09, 2009
Bob Garfield
Campaign Trail
Amazon.com - Bezos’ commitment to
DigitalNext
GenNext
GoodWorks
Power 150 Though it's far from giving the store away, Amazon has responded
Customer Service is legendary
Small Agency Diary to the recession by keeping prices low and keeping up its good
Songs For Soap 2010 America explains what you need to know
deals on shipping. Revenue soared 16% for the first half of the
Video about the biggest consumer market-research
year, and the company shredded third-quarter expectations with project of the decade: the 2010 U.S. census.
earnings surging by 69%. Demographics expert Peter Francese, author of
this highly readable Ad Age white paper,
analyzes what the census will reveal about the
LESSONS LEARNED:
changing face of consumers.
1. CUSTOMER SERVICE IS
MARKETING.
Amazon CEO Jeff Bezos has said on
• “You can numerous occasions he wants to run
"the most customer-centric company in
tarnish the world." Note that he did not say
your on- biggest online retailer or immensely
profitable company. Those just happen
line to be the benefits of putting your
customers at the forefront of everything
reputatio you do. And that's not just about
n with having a sharp call center. As Mr. Bezos
told BusinessWeek when the magazine
bad made Amazon's center tops on its list of
Customer best customer-service companies,
"Customer experience includes having
Service” the lowest price, having the fastest
delivery, having it reliable enough so
• How fast that you don't need to contact
is your 7% [anyone]. Then you save customer
service for those truly unusual
of respondents picked e-
Response situations. You know, I got my book,
Time? http://adage.com/moy09/article?article_id=140327 Page 1 of 4
17

18. of respondents picked e-
tailer Amazon for its focus situations. You know, I got my book,
on marking shoppers and it's missing pages 47 through 58."
happy.
2. YOU DON'T NEED A BIG AD BUDGET TO BUILD A BRAND.
When's the last time you saw an Amazon ad? Exactly. Despite its
universal awareness among consumers, Amazon has a minuscule
ad budget. Rather than try to buy love, it earns through the
aforementioned customer-centric approach and the word-of-mouth
it engenders. The brand is also helped along by smart initiatives
such as its Frustration-Free Packaging, designed as an alternative
to those awful plastic clam shells. While it does seem that, at some
WHITE PAPERS point, Amazon will have to find a way to market the Kindle
2010 America somewhere other than its website, the e-reader, now the
Hispanic Fact Pack company's top-selling product, is doing just fine without much
Winning Consumers In media weight behind it.
China
The Marketing and Media
REGISTER NOW!
3. BE A SOCIAL COMPANY, NOT A SOCIAL-MEDIA MARKETER.
Opportunities in For Inspiration on Reinvention, Join Us
Recession Amazon doesn't need heavy-handed tactics like building Twitter
at the Idea Conference
How Commercial Ratings feeds and Facebook pages to show it gets social media. All it takes
Changed the $70 Billion is a quick look at its website to see how customers' voices are
TV Market central to what makes Amazon. Those reviews and rankings we all
take for granted now are crucial to the shopping experience. This,
RESOURCES of course, isn't to say that Amazon hasn't had its share of
Jobs missteps. In April, gay-themed books were accidentally dropped
Ad Age and Creativity Host the Fourth Annual
Webcasts from sales rankings. Amazon took the blame, but took way too long
Event on Nov. 12 at Terminal 5 in New York
Ad Age Events to make an apology -- and drew fire from the gay and lesbian City
Industry Events community.
BRANDED SPECIAL REPORT
4. DON'T FEAR THE ALGORITHM.
CONTENT Amazon boasts an amazing recommendation engine, pumping out Marketer of the Year: Hyundai
Custom Programs regular enticements of books, movies and other products you might
Marketing Information want to buy. That helps them avoid the plight of other e-tailers who
Channels seem to think CRM is spelled S-P-A-M. Amazon sends a carefully
The PR Factor curated suggestion based on an enormous amount of purchasing
Customer Relationship
data. While it's far from perfect, the algorithm is usually on to
Marketing Section
Mobile Marketing Guide something, to the detriment of many wallets.
2009 Cable Guide The carmaker won handily in our reader poll,
Ad Network + Exchange 5. DO DEALS THAT MAKE SENSE CULTURALLY. besting Walmart, McDonald's, Lego and
Guide When Amazon bought Zappos for more than $800 million, it didn't Amazon
just buy a shoe e-tailer with $1 billion-plus in sales. Something
SERVICES more valuable changed hands, namely a culture that's remarkably NEWS
Subscriptions similar to Amazon's own ethos of customer-centricity. Zappos, ANA Annual Conference
Media Kit besides subscribing to a corporate philosophy of transparency,
Help Center takes much of its marketing budget and invests it in free shipping
List Rental for customers, instead of bludgeoning them with ads. Sound
Share & Save familiar?
RSS (What is RSS?)
18
Editorial Staff Catch Up With Highlights From the ANA's
Annual Masters of Marketing Conference

19. Know your Objectives of
e-Customer Service
5 Ss
• Disseminate Information
• Sell
• Correct mis-information
• Transact business • Serve
• Create a Community
• Speak
• Teach how to....
(Dialogue)
• Provide Convenience
• Provide Reviews & • Save
Testimonials
• Sizzle
• Grow Loyalty
19

20. Online Value
Proposition & the 6Cs
• Content
• Customization
• Community
• Convenience
• Choice
• Cost Reduction

21. Digicel & bmobile
http://www.digiceljamaica.com/
http://www.digiceltt.com/
http://bmobile.co.tt/

22. Evolution of e-Customer Service
Fully Interactive
Interactive
Simple Interactive
Static Informative
Basic Presence
No Presence Online
22

23. Understanding e-Customer Service
• Customer Service real time using information
– helping organizations and individuals make decisions
– adding customer value
– critical thinking - analyzing customer information and
using it to adapt one’s service
– time is critical
– economy is critical
– staying ahead of the competition
– Building loyalty along the way
– Building community along the way
23

24. Gov’t
http://www.ttconnect.gov.tt/gortt/portal/ttconnect
24

25. e-Customer Service...
• is therefore serving today’s customer
using Digital technology
– Digital
– Instantaneous
– Continuous flow
– Multimedia
– Interactive
– Adaptive
– Community
25

26. Before we begin e-Customer Service we should note our
Industry Customer Buying Model
Customer Interaction
5% Customer
20% TrialAction
20%
25% Preference
25% Decision
40% Liking
40% Evaluation
70% Knowledge
70% Information Search
Problem
90% Awareness
90%
Recognition
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

27. How can we Service the Customer Online at each
Stage of the Buying Process
E-mail notification, FAQs, History, Knowledge base,
Diagnostics, e-newsletters
competitions, reminder service, loyalty schemes Customer
recommendations
Gift Options, Delivery Options,
20% Trial
Minimize steps Action
Security guarantee, service promise
Discounts, StorePreference
25% locator, Call to Action Decision
Reviews and ratings
Online Product guides, Detailed Information,
40% Liking
Product picture, Price, availability, deliver, Evaluation
Reviews and ratings
Key Word Search,
70% Knowledge
Product code, Faceted Browse Information Search
Search Engines, Portals Problem
90% Awareness
Featured Products, Banner Ads
Opt-in-e-mail Recognition
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

28. Online Buying Process
Results from studies show that the online buying
process acts as a sieve, where customers are
inadvertently filter out at each stage of their decision-
making process.
28

29. •
At the information search stage, 9% wasn't able to find the products they were looking for
because they couldn't identify the right product category or find product options using the
search facility. 8% of the shoppers who succeeded in finding products gave up because the
product lists didn't provide enough information to identify purchase options, or because they
were confused by going back and forth between product lists and product description pages
in order to decide if the products would fit their basic needs.
• Researchers found that the major problems occur when customers want to evaluate their
product alternatives. Only 25% of the shoppers who reached this stage proceeded to the
next. Some stopped because they realized that none of the products would fit their needs,
but most because the product information was so inadequate that they couldn't tell if the
products they were interested in satisfied their needs.
• At the purchase stage, 13% dropped out because they didn't want to go through the required
registration process or because they where disappointed by poor shipping charge policies.
• UIE also found a surprisingly high amount of problems in the purchase evaluation stage. 11%
percent of the shoppers where either so unhappy with a product that they returned it, didn't
receive the product at all, or got the wrong product. Some of the shoppers told UIE that they
returned a product because it wasn't what they expected, which suggest a failure in setting
up the right expectations in the product evaluation stage.
29

30. e-Customer Service tools
• E-mail notification
• FAQs
• History
• Knowledge base
• Diagnostics
• e-newsletters
• competitions
• reminder service
• loyalty schemes
• recommendations
30

31. E-mail notification, Use of e-mail, the
Internet and social networking technologies
31

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34. FAQs,
• Frequently Asked
Questions are
answered online.
34

35. What’s New What is iTunes What’s on iTunes iTunes Charts How To
Podcasting Resources
Tips for Podcast Fans
Making a Podcast
What is a podcast?
FAQs: For Podcast Fans
A podcast is an episodic program delivered via the Internet using an XML protocol called RSS.
FAQs: For Podcast Makers Podcast episodes can be audio files, video files, documents, or any combination of the three.
The publisher or broadcaster podcasts the program by posting the episodes and the XML
Seminar
document to a Web server. The consumer subscribes to the podcast using a client application,
Podcast Producer Seminar such as iTunes, which regularly reads the XML file and downloads new episodes.
Audio Podcast Tutorials Because podcasts can include several of the most common types of media, they can be used to
Creating an Audio Podcast with offer many different kinds of programs. Any television or radio program can of course be
GarageBand transmitted as a podcast, as can any lecture, performance, or other recorded event. Using the
Creating a Video Podcast with AAC file format, audio podcasts can include synchronized still images to create a narrated
GarageBand slideshow. In this way, a series of lectures can include the lecturer’s voice and presentation
slides. In most podcasts, each episode is the same file format, so subscribers can enjoy the
program the same way each time. However, some podcasts use multiple media. Language
courses, for example, can combine video for a sense of the foreign country, audio for
information and ear training, and documents for practice and reference.
A wide variety of programs are emerging as podcasts, because the protocol offers compelling
characteristics for publishers:
1. The cost of distribution is limited to the cost of data transfer.
2. The XML document that ties the podcast together is simpler to create and maintain than
most web pages.
3. The RSS protocol helps facilitate an ongoing, opt-in, and highly convenient relationship
with the subscriber.
4. The size of the channel is effectively unlimited therefore can’t be dominated by any other
publisher or broadcaster.
And podcasts are attractive to subscribers, too:
Podcasts are free.
There are thousands of podcasts available from all over the world.
New podcast episodes appear automatically and can be enjoyed anywhere, anytime.
How can I get started?
The podcasts directory in the iTunes Store is where you find and subscribe to new podcasts:
The Podcasts section of your Library is where you manage your
existing subscriptions and play the episodes you have downloaded:
To find and subscribe to a podcast:
Launch iTunes. If you do not have iTunes, download the latest
version of iTunes, free.
In the left column of iTunes, click on iTunes Store underneath the Store subheading.
Locate the navigation bar along the top of the iTunes Store homepage and click on
Podcasts.
Explore the wide selection of podcasts by clicking on the various pages and links.
Alternatively, you can search for podcasts by entering search terms in the Search iTunes
Store field. When iTunes displays results for your search, click Podcasts underneath the
“Filter By Media Type” column on the far left to show only podcasts.
When you find a podcast you want to try, you can either:
Stream the podcast directly from the store by double-clicking on an episode
Download a specific episode to your iTunes client by pressing the “Free” button next to
an individual episode
Subscribe to the entire podcast by selecting “Subscribe Free” underneath the cover art
located on the left of the podcast page
35
http://www.apple.com/itunes/podcasts/fanfaq.html Page 1 of 3

36. Customer History
• Customers can get
a history of their
activity with the
company.
36

37. Digicel & bmobile
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http://www.digiceltt.com/
http://bmobile.co.tt/

38. Product/Service Information
• Product/service
information is
provided online
38

39. Diagnostics
• Providing
diagnostics
services for
customers
online.
39

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41. e-newsletters
• Provide e-
newsletters that
keep customers
informed of
company and
industry
developments
41

42. Gmail Calendar Documents Reader Sites Web more ! coachbengo@gmail.com | | Settings | Help | Sign out
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42
Conspiracy of the
The New York Times

43. Competitions
• Conduct online
competitions that
help generate
customer
involvement and
gather customer
information
43

44. History
http://support.apple.com/kb/HT2727
44

45. Reminder Service
• Customers are kept
update on their
account and any
relevant deadlines
45

46. Loyalty Schemes
• Conduct loyalty
programs that
reward customers
for their ongoing
activity with the
Company
46

47. Recommendations
• Make
recommendations
to customers to
enable them to
increase the value
received from the
Company
47

48. Increase customer feedback through
multiple contact channels
• Provide online
feedback on
queries and
activities.
48

49. Including SMS (texting), e-mail, live
chat, and Web self - service
• Increase speed of
response using
online technology
49

50. Digicel & bmobile
http://www.digiceljamaica.com/
http://www.digiceltt.com/
http://bmobile.co.tt/

51. Websites
• Have a Website
that is available to
customers
24/7/365
51

52. http://www.chubbysd.com/
52

53. Interactive Self service kiosks
• Most customers
want to, and will,
serve themselves
as long as the
information they
need to do so is
relatively easy to
find.
53

54. Mobile e-Customer Service
• SMS
• MMS
• Facebook
• Twitter
• Mobile Apps
54

55. Blackberry
http://us.blackberry.com/apps-software/appworld/
55

56. Sizzle
Serve
56

57. Page template contains
Loyalty Models
Forward/recommend to
a another prospect
email has forward to
another prospect
enable customer
feedback and show case Advocate
positive experiences/
testimonials
Loyal Customer
Indicate ‘wisdom of the
crowd’ showcasing top
selling products Customer
Involve customers in co-
designing your products Visitor
and services

58. Customer Service & the Web 2.0 World
• Web 2.0 allows
us to provide
service
– multimedia
– through social
communities
– mobile
– continuous
58

59. http://www.facebook.com/kfctt
http://www.facebook.com/superpharmfans?sk=wall
http://www.facebook.com/chubbykidsclub?sk=wall
59

60. Facebook & e-Customer Service

61. Know your Algorithms
Automated sequence of
responses to customer clicks
Can be outsourced.....
But you need to know your sequence!
61

62. 62

63. e Customer Relationship skills
• Regular
communication
• listening
• Feedback
63

64. Online Relationships and loyalty
• Loyalty comes from
ongoing customer
value
64

65. Using Communities & Social Networks
to deliver Customer Service
Facebook Page
- Continuing the Conversation
- Creating Communities
- Getting Feedback
- Correcting mis-conceptions
- Correcting failures in Service
- Mining suggestions
- Co-creation with customers
65

66. http://www.facebook.com/kfctt
http://www.facebook.com/superpharmfans?sk=wall
http://www.facebook.com/chubbykidsclub?sk=wall
66

67. e CRM
e-Marketing
campaigns
e-Customer
- Servicing the Transaction Sales
Service
- Continuing the
Conversation
- Extending the Sale
- Gathering Marketing
Information
67

69. Personalization Techniques enable your
site to:
• Personalise news feeds
• Recommend documents
• Make appropriate advice
• Target e-mail.
• Managing customer relationships
• Targeting advertisements and promoting
products
• Managing marketing campaigns
• Managing Web site content

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TRICON Based on my books, Guerrilla Marketing On The Front Lines,
4 more! Mastering Online Marketing and Success Secrets of The Social
Media Marketing Superstars here is some of what you will
Chat learn during the 60-minute complimentary webinar:
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The single most important skill every entrepreneur must
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"If anyone wishes to come after me, he must deny himself and take up his cross daily and follow me. For whoever wishes to save his life will lose it, but whoever loses his life for my sake will save it. What profi
3 keys to optimizing your website or blog to get visitors
Kirk Bengochea to take action.
martins
nicholas bengochea 5 proven marketing strategies you need in this challenging
economy.
Preya Sookhai
Seema Moradan The 3 most common roadblocks you need to overcome as a
*Adita Seenath* successful entrepreneur.
Amrish Maharaj
A low cost strategy can you implement today to increase
Francie Ammon your sales tomorrow.
not in office
Robert Reid The best way to stay focused and get consistent results.
alive in the superun…
Shivan Jaikaran and much more!
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Andre Thorpe
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Anthony Woodroffe Secure your seat now:
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avin rambharose
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Brett Bengochea
cherylAnn Guevara Mitch
Cheryse Abrahim
Deven Basdeo P.S. There's a Special Bonus for those live on the
call as well as a action focused handout for you to
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download.
Egwin Daniel
Gary Garcia 70
gelaed12
Herman Figueira

71. Customers are talking, and you should
be listening
• They now have a
voice
• It s better that you
allow them to talk
in a controlled
environment than
beyond your reach
71

72. Angostura - Single Barrel
http://www.angostura.com/
http://www.thesun.co.uk/scotsol/
homepage/news/3396241/Angostura-
Single-Barrel-rum-ad-campaign-sparks-
fury-over-jibe-at-kilts.html
http://www.peppertt.com/index.php/
blog/marketing-strategy/of-kilts-and-
skirts/
72

73. Online Responsiveness
• e mail
• mobile text
• Facebook
page
• automation
• How to
Manage the
bad feedback
73

74. Using the Online World for Customer
Service Measurement & Analytics
Customer Satisfaction
Non Conformance
Re-work
Customer Loyalty
Data Mining
74

75. Developing an e-Customer
Service Plan
Situation
Customers
Competitors Objectives
Company
Sell Strategy
Serve
Speak - Target
Save Customer Tactics
- Online Value
Sizzle Proposition
e-Customer
Service Action
Tools
-Time Line
- Personnel Control
- Budget
75

76. 5 Critical Areas
• Develop a Customer Service
Strategy
• Build a Customer-focused
Team
• Empower your Employees
• Establish a Complaint System
• Reduce Customer Defection
76

77. Ten Commandments for
e-Customer Service (Boston Consulting Group)
1. Easy to find Website
2. Recognize & accommodate first time
visitors
3. Clearly stated pricing & delivery
4. Real time Inventory tracking
5. The availability of everything online
6. Online Value Proposition OVP
7. Privacy & Security Guarantees
8. Flexible delivery options
9. Hassle Free returns
10.24/7 Customer Service
77