Overview
A comprehensive guide to taking full advantage of the Internet for customer care.A dynamic customer service Web site can dramatically increase customer loyalty and provide a competitive edge that all companies strive to achieve. But in order to run a successful site, you must know the latest technologies and understand how to integrate them into your business strategy. Written by internationally recognized Web marketing expert Jim Sterne, this book clearly explains these technologies and demonstrates how companies of all sizes can use them to create and maintain cutting-edge customer service sites.
Completely updated for today's technically-savvy readers, this Second Edition covers all the bases. You'll learn the steps needed to make the transition from your current customer support to the Web. You'll also find valuable information on how to improve your existing site in order to save money and provide better quality support. And with the help of numerous case studies from a variety of different industries, you'll discover how other companies create and maintain their Web sites.
This book will help you:
*Create a service plan that takes full advantage of the Web's potential
*Determine the best way to present your company's information on the Web
*Effectively manage e-mail
*Find out exactly what your customers want and measure their satisfaction
*Examine how others are using networked computer communications
*Utilize extranets to lock in customers and channel partners and lock out competitors
Editorials
From Barnes & Noble
The Barnes & Noble ReviewAs e-commerce sites web-wide are discovering, customers will no longer settle for less than outstanding service — and Customer Service On The Internet, Second Edition shows you how to give it to them. In this entertaining book, web marketing legend Jim Sterne shows how to create a soup-to-nuts, 360-degree service plan that takes full advantage of the Web's potential to delight customers.
You'll master the techniques, technologies, and mindset you need to make it so easy for your customers to do business, they won't want to go anywhere else. From the simple stuff (you don't have a FAQ? Create one) to the frontiers of million-dollar personalization and "anticipation" engines, Sterne covers the waterfront.
Discover how to organize yourself so email messages to your company actually get answered. How to invite real conversation with your customers — and what to do when you get it. How to begin understanding your customers as individuals (complete with an excellent high-level overview of the radically new tools and technologies available to help you — and a preview of some cool "blue-sky" stuff on the way.) And last but not least, how to measure the ROI of your web customer service offerings.
Want to stay competitive on the Web? Take the ideas in this book to heart.
—bncom editor