how to create a profitable business strategy for the internet & beyond
DESCRIPTION
How to Create a Profitable Business Strategy for the Internet & Beyond. Patricia Seybold presents:. Customers com. Make It Easy for Customers to do Business with You!. Anecdotes, Tips, & Take-Aways for Women In Technology . A Brief Personal History How to Organize your E-Business for Success - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/1.jpg)
©1999 Patricia Seybold Group
www.customers.com
How to Create a Profitable Business
Strategy for the Internet & Beyond
Customers comPatricia Seybold presents:
![Page 2: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/2.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® Make It Easy for Customers
to do Business with You!
![Page 3: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/3.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m®
Anecdotes, Tips, & Take-Aways for Women In Technology
• A Brief Personal History• How to Organize your E-Business for
Success• Key Competencies to Master in
Building a CyberBusiness • What’s Hot this E-Tailing Season?
![Page 4: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/4.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m®
A Brief Personal History• Apprenticeship• Family Business Succession Issues• Focus on Independence
Patricia Seybold GroupThe “Customers.com Company”
E-Business Consultants & Thought Leaders
Smart, Soulful People who Care about Your Customers
![Page 5: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/5.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m®
How to Organize Your E-Business Initiatives
for Success
![Page 6: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/6.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m®
What do
have in common?
&
![Page 7: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/7.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m®
They’re Cannibalization/
Green Field E-Business Initiatives
![Page 8: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/8.jpg)
![Page 9: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/9.jpg)
![Page 10: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/10.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® How to Organize Your E-Business
Group?• As if it were a Separate Company!• Led by a Visionary Business Executive:
VP Sales, VP Interactive Marketing, VP Customer Advocacy
• Strong in-house Technology Visionary • Responsible for All Customer Touchpoints• Own the Total Customer Experience• Separate P&L: 2-year ROI
![Page 11: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/11.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® Use the “Paper Napkin” Visioning
Technique to Build Consensus
![Page 12: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/12.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m®
What Other Skills Will You Need?• Customer Experience “owner”• E-Merchandising expert• Strong In-House Content Team• WebMaster• In house Communications/PR • System Integration Help• Graphic Design Help
![Page 13: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/13.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® Measure what Matters
• Customers/Members/Subscribers• Repeat Customers• Revenues per Customer per Year• Customer Retention Rates• Lifetime Value of your Customers• What you Know about your Customers
The Metrics of the New Economy:
![Page 14: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/14.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m®
E-Business Models to Watch• Auctions: B-to-B and B-to-C• Digital Marketplaces• Syndicated Content• Manufacturers’ Aisles• Wireless Phones, PDA/Pagers & Games• E-Wallets, smart cards & customer-owned
profiles• Scenario Nets
![Page 15: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/15.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m®
Key Competencies to Master
![Page 16: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/16.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m®
Two Key Competencies to Master
1. Customer Scenario Design
2. XML Semantics & Tagging
![Page 17: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/17.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® What’s Your
Customers’ Scarcest Resource?
![Page 18: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/18.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® New Competency to Master:
Customer Scenario Design• What Makes most Web Sites Hard to
USE?• Not Designed from the Customer’s point
of view• Target Customer/Role/Context • What’s the Purpose of the Interaction?• How do you Streamline it?
![Page 19: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/19.jpg)
![Page 20: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/20.jpg)
![Page 21: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/21.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® Use Customer Scenarios to Cement
Relationships• Focus on the 3 or 4 Key Scenarios each
Target Customer/Role needs to do• Make sure these Scenarios are easy to
find and execute from the home page• Look for Bottlenecks and Obstacles and
Remove Them• Continuously Improve these Scenarios• It’s about saving customers’ time!
![Page 22: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/22.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® Coming Soon….Scenario Nets!
Find, buy, furnish, &
landscape a new home
Purchase Spare Parts and
Arrange for Emergency
Service
Register my car, pay my taxes,
renew my license
![Page 23: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/23.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® What’s a Scenario Net?
• A set of linked tasks and activities the customer wants or needs to perform that takes him across company and/or Web site boundaries
• A streamlined set of activities based on the customer’s context; context and customer profile information is preserved as the customer moves from site to site
• The customer OPTS IN to scenario nets
![Page 24: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/24.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® What’s the Biggest Single Usability
Problem on most Sites?
![Page 25: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/25.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® Can’t Find What I’m Looking For
QuicklyWhat’s Needed:• Comprehensive Text Search• Comprehensive Parametric Search• Finder/Advisor• Browse/Catalog/Departments• Gift-giving scenario• Recommendations: What’s Hot!
![Page 26: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/26.jpg)
![Page 27: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/27.jpg)
![Page 28: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/28.jpg)
Help Decision-Making
![Page 29: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/29.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® What is the Simple Little
Technology that Enables E-Merchandising?
<?XML version="1.0"?><TransportSchedule Type = "Airline">
<Segment ID="United Airlines #200"><Origin> San Francisco</Origin><DepartTime>9:30 AM</DepartTime><Destination>Honolulu</Destination><ArriveTime>12:30 PM</ArriveTime><Price Currency="USD">368.50</Price>
</Segment></TransportSchedule>
![Page 30: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/30.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® The Importance of XML
• eXtensible Markup Language (XML) is the engine of e-business transformation
• XML enables: Application-to-application integration Database-to-database synchronization Cross-organizational workflows & e-
processes Industry Transformations!
![Page 31: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/31.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m®
What’s Hot this E-Tailing Season?
![Page 32: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/32.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® What do
Have in Common?
![Page 33: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/33.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® They’re Clicks & Mortar
Operations!
![Page 34: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/34.jpg)
Clicks & Mortar Offers an E-Tailing Advantage
©1999 Patricia Seybold Group
![Page 35: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/35.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m®
“I want my customer to shop in the store in the mall on Saturday, receive a catalog on Tuesday, and
shop on the Web Friday night, after the kids are in bed.”
Judy Neuman,Divisional VP, Eddie Bauer
I-Media Group
![Page 36: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/36.jpg)
![Page 37: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/37.jpg)
![Page 38: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/38.jpg)
![Page 39: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/39.jpg)
![Page 40: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/40.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m®
Clicks & Mortar 101• Shop online, pick up at the store• Shop online, return at the store• Shop online AT the store• Create a seamless experience across
catalog, Web & stores• Foster customer loyalty across channels• Manage Inventory across channels
![Page 41: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/41.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® Should Manufacturers Sell Direct?
• Yes, they have no choice!• Customers want to be able to buy direct• Retailers need to make their real-time
inventory accessible from manufacturers’ Web sites
• Manufacturers/wholesalers will continue to rely on retailers for convenient shopping, pick up/delivery & service
![Page 42: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/42.jpg)
![Page 43: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/43.jpg)
What’s the Biggest Danger for Internet Retailers?
![Page 44: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/44.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® The Fulfillment Iceberg
• It’s huge!• It’s dangerous!• Most of the danger is hidden from sight• Internet Shoppers expect 1-day delivery• Pick, Pack & Ship must be flawless• Returns handling must be simple (no
MRA’s!)• Gifts need to be wrapped & carded
![Page 45: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/45.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® Who Does a Good Job?
• Fultonstreet.com• eToys• Smith & Hawken• Cyberian Outpost• Hana Flowers• Dick’s Sporting Goods
![Page 46: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/46.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® There’s more to Fulfillment than
Pick, Pack & Ship• Application integration & management• Realtime inventory management• Proactive emails at every step• 24 x 7 exquisite customer service
Complete customer profile Complete transaction history Complete record of service issues Power to resolve issues in the moment Integrate call center & email
![Page 47: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/47.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® Participate in the
Customers.com E-Tailing Challenge!
• 50 Criteria Measuring the Holiday online Shopping Experience
• Come to our Web site October 15th: www.Customers.com!
• Participate in the Customers.com E-Tailing Challenge
• Make Your Online Shopping Experience Count!
![Page 48: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/48.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m®
How to Be Successful in Internet Time!• Focus on your End-Customers• Save them Time; Design Streamlined
Customer Scenarios• Design an Integrated, Cross-Touchpoint
Strategy• Build an Organization that Works!• Measure the Right Stuff!
![Page 49: How to Create a Profitable Business Strategy for the Internet & Beyond](https://reader035.vdocuments.us/reader035/viewer/2022081507/568160dc550346895dd00c74/html5/thumbnails/49.jpg)
www.customers.com
©1999 Patricia Seybold Group
cust
omer
s co
m® Need More Info on
Customers.com® Research and Consulting?
• Come to our Web site: www.Customers.com
• Keep up with our thought leadership: Sign up for the Customers.com® service
• For consulting, contact [email protected]
• To interact with me, email me at [email protected]