e-consumer affairs

SOCAP Technology Forum 2000

E-Consumer Affairs

Michael Wilke

President

SOCAP Technology Forum 2000 2

E-Mail to E-verything E-lse

• E-Business

• E-Commerce

• E-Customer Service

• E-Ticket

• E-tailing

• E-tc., e-tc., e-tc.


Definition Consumer Affairs

• Liaison from Corporation to Consumer– Communicate Information - both directions– Problem Resolution– Improve Product/Service Quality– Manage Liability– Maintain/Enhance Satisfaction, Loyalty


DefinitionE-Consumer Affairs

• Electronic Consumer Affairs???

• Consumer Affairs with the Internet– over the Internet– in the Internet era

Strategic Goal: Use the power of the Internet (and technology) to do it better!


Outline

• Why do E-Consumer Affairs?

• Roadmap to E-Consumer Affairs• Information/Content

• Web Site Promotion• Feedback Form(s)• Internet based databases• Chat• Push Pages, Collaborate

• Voice over IP, Video


Why do E-Consumer Affairs?

• Consumer Expectations

• Cost

• Improve Quality of Consumer Affairs

• Enhance Consumer Relationship!– E-CRM, Relationship or 1 to 1 Marketing


Consumer Expectations

• I want it now! I want more! I want it my way!

• My kids have more on their own web site!

• I may still want a person!


Cost

• Gartner Group estimates that by 2001 in some industries, more than 80% of customer contacts will be by email or web-based forms.


Cost

• "Due to the inexorable increase in the demand for customer service, organizations that do not exploit the self-service capabilities of the Web will find themselves stuck in a losing battle against increasing calls and cost." Gartner Group


Improve Quality of Consumer Affairs

• 24x7 access, convenience, self-service

• Breadth of information

• Depth of information (a picture is worth a thousand words)

• Search functionality may be needed


Improve Quality cont’d

• Able to gather more/pertinent information

• Able to structure and possibly automate

• Easier resolutions/follow up

• Easier home agents

• Global Integration

• Responsiveness!


Enhance Consumer Relationship

• Sales, Loyalty

• Cross sell, Up sell

• Access internal or external databases to personalize

• Direct Marketing (mail, e-mail, telemarketing)

With integrated consumer data!


Roadmap to E-Consumer AffairsFirst Stop - Web Site

• Helpful!!! Information– is it what they call you for?

• FAQ’s

• Locator

• Detailed specs, MSDS, instructions


Next Stop - Promote Web Site

• On the package (before 800 number?)

• In advertising


Next Stop - Web Form

• Feedback, comment, inquiry form– E-mailed to or directly entered into consumer

relationship system

• Avoid freeform email– harder to handle, can’t get all needed

information


Next Stop - Internet based data services

• Mapping

• Name and address from phone number– Acxiom, Targus

• Consumer demographics• income, age, family scores


Next Stop - On-line Chat

• Depends on industry/web site– critical for involved web sites

• ordering, catalog sales• search, research

• Form Request, Queue, Respond, standard responses

• Chat technology, application service provider, ASP, outsource system/components– Cisco WebLine, LivePerson


Next Stop - Push Pages

• Send pages/links to consumer– in a chat session or multi-media session

• Must have content!!! to deliver

• Advance into collaboration– consumer can see your actions (and vice versa)


Next Stop - VoIP• Voice over IP

– talk, like on the phone, but typically the phone line is replaced with the Internet

• from one pc to another pc or phone• from consumer’s PC to your switch/pbx• over private corp network wiring between locations

• Features/Benefits – cost – consumer may have one phone line, accessing

your web site, needs to talk to you at same time!


Somewhere out there - Video

• Picture Phone – not new concept– remote tellers

• Still slow, choppy over the web

• Completes web interaction - combines best of all technologies– voice, personal picture, push, collaborate


As you embark towards E-Consumer Affairs

• Learn (and hire) technology skills– Integration between systems

• phone, computer, web

– Interaction with other departments– Interdependency– Outsourcing galore

• could be reps, could be systems, could be one technology component


Summary

• E-Consumer Affairs is consumer affairs!

• Nothing done/known now goes away!

• Requires more technical awareness!


Questions?

• Follow up www.crsanywhere.com

• www.wilke-thornton.com

• Email [email protected]

• Phone 614-792-6900 x 101

e-consumer affairs

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