Descripciones mejoradas de Syndetics:

Imagine a Web-based customer-service operation ready to meet your customer's needs, 24 hours a day, 7 days a week.

Now imagine that this service provides more information, in less time, at a lower cost than your current customer-service operation. Find out how you can do all this and more with Customer Service on the Internet.

Writing for customer-service and marketing managers, Jim Sterne shows just how quick and easy it is to set up a state-of-the-art customer-service operation on the Web. He clearly explains all the strategic and business issues involved, and, with the help of detailed real-life case studies, demonstrates what really works.

This book also shows you how to:

Cut down on phone support by publishing useful product information on the Web. Organize information and make it readily available to customers. Manage e-mail and online forums to improve customer loyalty. Make it easy for your customers to answer their own complex questions. Create inexpensive electronic focus groups.

Visit our Web site: http://www.wiley.com/compbooks/

Tabla de contenidos provista por Syndetics

• Introduction(p. xv)
• Chapter 1 The Web Was Made for Customer Service(p. 1)
• The World Wide Web Grows from Infant to Toddler(p. 2)
• Phase 1 The Product Page(p. 2)
• Phase 2 The Corporate Web Site(p. 2)
• Phase 3 The Participatory Web Site(p. 2)
• Customer Service Online: The Early Days(p. 3)
• Customer Service in Geneal: The New Competitive Battlefield(p. 4)
• Customer Service on the Web Grows Up(p. 5)
• Customer Service Is the Next Wave on the World Wide Web(p. 6)
• Deliver on the Promise--Or Get Left Behind(p. 9)
• The Lifetime Value of a Customer(p. 10)
• Measuring LTV(p. 10)
• Being Held Up to Ridicule(p. 12)
• Web Ridicule as a Business(p. 15)
• Customers Taking Up Arms(p. 16)
• Customers Taking Up Lawyers(p. 20)
• No Site Is Sacred(p. 20)
• Becoming a Legend(p. 23)
• Getting Started(p. 24)
• Chapter 2 Customer Service in a Modern World(p. 27)
• Changing Consumer Needs(p. 27)
• Expectation Inflation(p. 28)
• Greater Access to Product Information(p. 30)
• Greater Access to Order Status Information(p. 30)
• Greater Access to Specific Account Information(p. 30)
• Making It Easy to Do Business with You(p. 31)
• Objects Are Closer than They Appear(p. 31)
• Ease of Doing Business as a Competitive Edge(p. 32)
• The Race Is Getting Vaster and the Pace Is Getting Faster(p. 34)
• Living in a 24-Hour World(p. 35)
• There's Money to Be Saved(p. 38)
• There's Money to Be Made(p. 40)
• Seeing the World through Customer-Colored Glasses(p. 42)
• Chapter 3 Publishing on the Web(p. 43)
• From the Beginning--Lend an Ear(p. 43)
• What Are They Looking For?(p. 43)
• What Do They Need?(p. 45)
• Organizing Your Information--First Step: The FAQ(p. 47)
• A FAQ Is Born(p. 48)
• A FAQ of Your Own(p. 49)
• The Customer-Only FAQ(p. 50)
• Structuring FAQ Pages(p. 51)
• Making It Easy to Find(p. 52)
• Multiple FAQs(p. 53)
• Nested Answers(p. 56)
• Putting It All Together(p. 57)
• The Telltale FAQ(p. 60)
• Knowledge Base(p. 62)
• Shooting Trouble Right between the Eyes(p. 63)
• Next Step--Let Them Search(p. 68)
• Context(p. 69)
• Think like a Customer(p. 69)
• Setting Expectations(p. 78)
• The Time It Takes(p. 78)
• The Perception of the Time It Takes(p. 79)
• Give Them Fair Warning(p. 79)
• Lend Them a Hand(p. 80)
• Chapter 4 Managing E-Mail: When Customers Come Calling(p. 81)
• Warning--It's a Different Communication Tool(p. 82)
• Damned If You Don't(p. 83)
• Damned If You Don't in a Hurry(p. 88)
• Worse than Not at All(p. 90)
• Is Anybody Home Anywhere?(p. 90)
• The Autoresponder(p. 92)
• First Virtual Alleviates a Stilted Reply with Humor(p. 92)
• A More Serious Approach(p. 93)
• Confirm the Order(p. 93)
• Directing Traffic--Who Gets the Mail?(p. 94)
• The Webmaster May Not Be the Best Choice(p. 95)
• Create a Blueprint for E-Mail Success(p. 97)
• Get Your Customers to Direct the Traffic(p. 98)
• Management Tools to the Rescue(p. 102)
• Queuing and Routing Tools(p. 103)
• Boilerplate Tools(p. 104)
• AI Response Tools(p. 104)
• E-Mail Analysis(p. 106)
• Who's the Expert?(p. 106)
• What Can You Learn about Your Customers?(p. 107)
• Proactive Customer Service(p. 108)
• Automated Customer Outreach(p. 108)
• The E-Mail Newsletter(p. 108)
• Proceed with Caution(p. 109)
• Choosing Tools(p. 109)
• Keep Your Communications Crystal Clear(p. 111)
• The Subject Line Is Your Friend(p. 111)
• Reply with Repetition(p. 111)
• The Answer, the Whole Answer, and Nothing but the Answer(p. 112)
• Stay on Point(p. 114)
• Practice Clarity(p. 114)
• Format for Readability(p. 115)
• Policies(p. 115)
• E-Mail as a Legal Document(p. 116)
• High Touch Is Always More Important than High Tech(p. 117)
• Just Say No(p. 119)
• Suggest They Get Training(p. 121)
• Pick the Right Goal(p. 123)
• Chapter 5 Encouraging Customer Conversations(p. 125)
• An Unhappy Customer Is an Asset(p. 125)
• Customer Service in the Public Eye(p. 127)
• Learning from the Mistakes of Others--The Pentium Predicament(p. 130)
• Watching the Newsgroups(p. 132)
• Hiring Watchers(p. 133)
• Understanding the Communication Imperative(p. 136)
• Hosting Your Own Newsgroup(p. 137)
• It's Organic(p. 138)
• Pay Attention or Pay the Price(p. 140)
• Printer or Publisher?(p. 143)
• Iron Fist or Velvet Glove?(p. 143)
• Moderation in All Things--Social Skills(p. 144)
• Slander, Libel, and Litigation(p. 146)
• A Few Tips from the Trenches(p. 147)
• People Love to Talk about Themselves(p. 148)
• Fishing for Compliments(p. 148)
• Begging for Guidance(p. 149)
• Tools You Can Use(p. 149)
• Moving to a List(p. 150)
• Good Moderators Are Essential(p. 150)
• A Listserv Evolution(p. 152)
• Tracking the Public Lists(p. 158)
• Closed Discussion Lists(p. 158)
• Rational Evangelists(p. 159)
• From Introductions to All-Out Attack(p. 160)
• Special-Interest Groups(p. 161)
• Private Conversations (When to Move Them to E-Mail)(p. 161)
• Live and In Person(p. 162)
• Chatting It Up on the Web(p. 163)
• Chat's a Money Saver and Money Maker(p. 164)
• Integration Is Critical(p. 167)
• Proactive Can Be Perilous(p. 167)
• The Sound of Your Voice(p. 170)
• Remote Control(p. 174)
• Do I Have to Draw You a Picture?(p. 175)
• Cartoon Communication(p. 177)
• Online Video(p. 178)
• Manning the Effort(p. 180)
• So Much to Learn(p. 180)
• Outsourcing Live Customer Service(p. 181)
• Chapter 6 Measuring Your Success(p. 183)
• Getting Them There in the First Place(p. 184)
• Nobody Calls an Unknown 800 Number(p. 185)
• Sun Microsystems Saves a Bundle and Wants You to Know about It(p. 186)
• Make It Easy to Get Help(p. 188)
• Learning from Your List(p. 189)
• New Subscribers and Unsubscribers(p. 189)
• Traffic Patterns on a List(p. 190)
• Delving into Your Server Log Files(p. 191)
• Location and Organization Evaluation(p. 191)
• Path Tracking for Usability Measurement(p. 192)
• Tracking Visits, Not People(p. 193)
• Industrial Strength Log Analysis Tools(p. 202)
• Count the Registrations and Interactions(p. 206)
• Count Your Accomplishments(p. 206)
• What Are They Looking For?(p. 208)
• What Are People Most Interested In?(p. 208)
• What Are They Reading?(p. 208)
• How Do They Misuse the Search Tool?(p. 209)
• Are There Any Searches that Are Seasonal? Periodic?(p. 209)
• How Are People Responding to Current Events?(p. 209)
• How Well Do You Compare?(p. 210)
• What Are Your Competitors Up To?(p. 211)
• Benchmarking for Prudence and Profit(p. 212)
• Hire a Secret Shopper(p. 213)
• Prioritize to Compete(p. 213)
• Open the Door for Customer Comments(p. 215)
• Process Improvement(p. 217)
• Strike Up a Relationship(p. 219)
• Satisfaction Formulas(p. 221)
• Chapter 7 Knowing Your Customers as Individuals--Again(p. 225)
• Bringing Back the Intimacy(p. 226)
• The Industry Perspective(p. 226)
• The Store's-Eye-View(p. 227)
• Seeing Customers Eye to Eye(p. 228)
• Customer Bonding(p. 228)
• Awareness Bonding(p. 228)
• Identity Bonding(p. 229)
• Relationship Bonding(p. 229)
• Community Bonding(p. 230)
• Advocacy Bonding(p. 231)
• Customer Bonding on the Web(p. 231)
• The Value of Customer-Centricity(p. 231)
• Getting to Know You, Getting to Know All about You(p. 232)
• Barriers to Competitive Entry(p. 233)
• Personalization Levels(p. 235)
• Recognition(p. 235)
• Making Recommendations(p. 235)
• Making Customer Service Recommendations(p. 237)
• Profile Access--Password Required(p. 239)
• Explicit versus Implicit Information(p. 241)
• Tracking the Wild Customer(p. 242)
• Getting Proactive--Anticipation Engines(p. 243)
• The Prickly Privacy Puzzle(p. 244)
• Trust and Loyalty(p. 249)
• Data Mining for Fun and Profit(p. 249)
• Tools That Make It Happen(p. 252)
• Tracking Tools(p. 252)
• Smart Dynamic Servers(p. 253)
• Collaborative Filtering(p. 254)
• Profile-Directed Answerbots(p. 254)
• Transaction Visibility(p. 255)
• Personalization Is Leaking Offline(p. 258)
• Business-to-Business Personalization(p. 259)
• Chapter 8 Extranets--Access to Live Information(p. 261)
• Order Processing(p. 264)
• Product Configuration(p. 266)
• Negotiated Pricing(p. 267)
• Cost of P.O.(p. 268)
• Inventory in Real Time(p. 268)
• My Bill of Materials(p. 268)
• Pricing and Distributor Inventory(p. 269)
• Order Tracking(p. 271)
• Bill Presentment(p. 273)
• Real Time: It's Not Just for Order Tracking Anymore(p. 277)
• Oracle's Visible Trouble Tickets(p. 277)
• Dell's Visible Forecast(p. 278)
• Penske's Visible Trucks(p. 278)
• Home Depot's Visible Projects(p. 279)
• Chlor-Alkali's Visible Tanks(p. 279)
• Workflow(p. 280)
• Whole New Worlds(p. 281)
• Definition of Value Chain Integration(p. 281)
• Beyond Parts(p. 282)
• Personal Extranet(p. 282)
• Application Service Provider(p. 283)
• Chapter 9 Customer Relationship Management(p. 289)
• Bringing the Customer All the Way into the Picture(p. 290)
• The CRM Promise(p. 292)
• Faster Service(p. 292)
• Lower Costs(p. 292)
• Bigger Profits(p. 293)
• Team Coordination(p. 293)
• Higher Customer Satisfaction(p. 294)
• Improved Retention(p. 294)
• Loyalty(p. 294)
• CRM Roadblocks(p. 296)
• Data Silos(p. 296)
• Tools Galore(p. 299)
• ROI(p. 301)
• Customers as Members of the Team(p. 301)
• Whither CRM?(p. 303)
• Chapter 10 Getting Started(p. 305)
• Setting Goals(p. 305)
• Convincing the Brass(p. 305)
• Getting Down to Business--A Woman's Work Is Never Done(p. 306)
• Chapter 11 Planning for Tomorrow(p. 327)
• Multiple Browsers(p. 327)
• Everything Connected(p. 328)
• The Third-Party Informediary(p. 329)
• Weird Tech(p. 331)
• We Know How You Feel(p. 332)
• Have Your Agent Call My Agent(p. 333)
• It's Still about Making People Feel Cared For(p. 335)
• Falling Behind in Real Time(p. 335)
• Index(p. 337)

Notas de autor provistas por Syndetics

JIM STERNE has been in high-tech marketing and sales for fifteen years and is a recognized leader in the field. He is founder of Target Marketing of Santa Barbara and specializes in creating Internet marketing strategies for Fortune 500 companies and entrepreneurs. He regularly speaks at Internet business conferences around the world, is a contributing editor to WebMaster magazine, and is the author of World Wide Web Marketing (also published by Wiley).