is all information free on the web? or do you get what you...
TRANSCRIPT
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Is All Information Free on the Web?or
Do You Get What You Pay For?
Becky Wolff ACS MeetingApril 1, 2001
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Aware
Consider
Try/Test
Adopt
Loyal
Per Burke Marketing Research: www.burke.com
Consumers of Information Follow the Standard Purchasing Process
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Support Services
VALUE!
Content
Ease-of-Use
Purchases are Measured by Evaluating Value Received versus
the Investment Made
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Finding Content on the Web Can Be Challenging
• A current article in an ACS Publication
• Thiazole research by Dr. Al Fratinipublished between 1980 and 1984
Content
Content
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ACS Subscribers Can Get this Article on the Web at the ACS Pubs Site
Content
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The Web Offers a Variety of Search Engines
Content
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Content
Google and Northern Light Were Rated Highest by PC Magazine
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Until You Notice the Date
Google Results Look PromisingContent
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Northern Light Finds the Same Out-of-Date Answer
Content
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The Article Is Immediately Found Using STN Easy
Content
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New from CAS!
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Dynamic HTML pages are not indexable
“Web Search Engines Have Access to Only a Fraction of 1% of
What Exists on the Web”
Content
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Pages on the WWW
Pages indexed by Web search engines
13 Billion
The Web Will Grow to >13 billion Pages Over the Next 3 Years
Content
2000 2003
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Chemistry Portals Face the Same Constraints
• Not designed for technical searching• Some individual journals available, but
no fielded or multifile searching• Much of the content is not indexed
Content
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Using STN on the Web, You Immediately Find the Reference
Content
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Making a Decision can be ComplexContent
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Content
Content
Robots Indexing Web Sites Are Not Enough
"Many of us have bemoaned the lack of controlled vocabulary indexing of the Web, in general."
Greg NotessPubScience: Evolution or DevolutionEContent, February 2000
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Content
Ease-of-Use
Ease-of-Use
Users’ Satisfaction with Ease-of-Use Is More Subjective
It Depends on:
• Experience with information retrieval
• Familiarity with the interface
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Ease-of-Use
CAS Products Are Designed with the End-User in Mind
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Ease-of-Use
CAS Products Are Designed with the End-User in Mind
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Content
Ease-of-Use
Support Services
Support Services
Measuring the Quality of Support Services Is Most Subjective
• Help Desks• Technical Documentation• Regional Representatives• Workshops• Co-Workers• Web sites• User Meetings• Newsletters
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Support Services
Inadequate Support Is a Leading Cause of Customer Dissatisfaction
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Formal Research Can Provide Insights Into Customers’
Perception of Support• Obtain qualitative and quantitative evidence
about STN support services– Ease of access to support services– Expertise of support staff– Satisfaction with individual support mechanisms– Overall effectiveness of STN support
• Better understand customers’ support service needs
Support Services
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Unsatisfied, 1%Neither satisfied nor
Unsatisfied, 1%
Extremely satisfied and satisfied, 98%
Survey Results Indicate 98% of Customers Surveyed Are
Overwhelmingly Satisfied With STN
Support Services
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Support in Local Languages Increases Customer Satisfaction
Support Services
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Support Services
“Customer service is what separates the players from the benchwarmers
on the global e-commerce field.”
White, Lee. “Markets of One.” Manufacturing Systems, Oct 2000 v 18 i10 p30
Content
Ease-of-Use
Support Services
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Support Services
VALUE!
Content
Ease-of-Use
Support Services
Other Measures Also Prove to be Significant
• Expertise of the assistance– Product knowledge– Subject area expertise
• Rapid resolution of research problems
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Support Services
• B.S in Biochemistry, Michigan State University
• Ph. D. in Biochemistry, Univ. of Southern California
• Dissertation on chemical models of enzyme catalysis
• At CAS, developed controlled-vocabulary nomenclature for biosequences
• Currently member of CAS Molecular Biology and Genetics Department
Dr. Bruce Benjamin
It Begins With A CAS Scientist
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Strongly Agree; Agree, 92%
Disagree; Strongly Disagree 2%
Neither Agree nor Disagree 6%
Nine Out of Ten Customers Feel That STN Support Staff Are Responsive
and Solve Problems Quickly
Support Services
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• E-seminars• Web tutorials
What Technologies Will Impact Support in the Future?
Support Services
• Webcasts• Live interaction• CRM online• Chatterbots and
Klones
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Paying for Information Can Be a Good Business Decision
• Unique content• Reliability• Convenience• Creating partnerships • Adding value
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The value prize: You do “get what you paid for!”
Overall Satisfaction Is Measured by the Entire Experience
VALUE!
Content
Ease-of-Use
Support Services