Beginning Electronic Customer Relationships

Overview/Description
 The most influential technological advancement of this era is the birth and growth of the Internet. This fact isn't lost on the thousands of businesses that have taken up shop in the cybermalls located on the information superhighway. From startup dot coms to well-established brick-and-mortar companies, the Web rush is in full swing. But, as in a game of musical chairs, you have to wonder if your organization will be lucky enough to find a seat when the music stops and the high-flying hopes of e-Commerce come in for a landing. Some say the music has already stopped and the sound you hear is the hordes of e-Retailers scrambling to survive. To make sure your company succeeds with an e-Commerce strategy, you need to make a difference. The differentiator, as always, is service. In this course, you'll learn basic concepts, skills, and principles that will enable you to get started on the road to effective customer service on the Web. You'll examine what it takes to meet customers' e-Service expectations. You'll learn how to add value by personalizing your customers' e-Buying experience and retain them by keeping human support just one click away. The result will be an ability to increase profitability, increase loyalty, and connect with customers in a more cost-effective manner. And luck will have nothing to do with it.

Target Audience
 Managers and service personnel

Expected Duration
2.5 hours

Lesson Objectives:

Meeting Expectations

  • recognize the value of meeting customers' e-Commerce expectations.
  • identify characteristics of a reliable web site.
  • apply strategies for making a commercial web site easy to use in a specific scenario.
  • identify guidelines for providing effective order fulfillment.

    • Implementing Personalized Service

  • recognize the importance personalization plays in delivering service.
  • identify ways companies can personalize the online buying experience.
  • determine whether profiling techniques personalized an online buying experience in a given scenario.
  • analyze e-Commerce scenarios to determine whether the strategies used for creating communities of interest will lead to success.

    • Establishing Human-touch Points

  • recognize the importance that establishing human-touch points plays in delivering online service.
  • identify components for connecting customers with service personnel.
  • determine whether guidelines have been met for creating an effective e-mail in a given scenario.
  • apply principles of effective phone communication in a role play.

    • Course Number: CUST0125