customer support and online quality

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Customer Support and

Online Quality

Group Members: 王乃宗 88741305 張生財 88741330 滕光政 88741340 劉肖美 88741357 羅德賢 84708044 Oct.6, 2000

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Topics

 Solving Problems Online   Lower Costs

 Online Quality

 Justifying Online Enhancement  Co-production

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How important Web Sites are

100 largest US companies  85%, the end of 1996  99%, by the Fall of 1997 Customer Support Quality Improvement Improve Customer Value Improve Customer Satisfaction Lower Cost Higher Quality

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Lower Cost

 Online Publishing

 Electronic Distribution  Virtual Problem Solving

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Lower Cost

51%

2% 24%

23%

Cisco’s Estimated Internet Annual Savings

Customer Support 125 M Distribution Software 130 M Recruitment 10 M Printing product manual 270 M Saving > $ 500 M

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Lower Cost-On Line Publishing

Sun Microsystem’s Intranet

Communication Annual Savings

Internal newsletters 0.25M Job lists 0.49M Marketing updates 1.38M Employee benefits manual 1.34M

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Virtual Problem Solving

 Online Solutions-Cisco, Compaq, Dell  Stored Answers- FAQ

 Customers Helping Each Other- Online

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Virtual Problem Solving

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Virtual Problem Solving

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Inexpensive Communications

Service Methods Agent :Customer Interaction Type

Service Type

Traditional Support

Sales force 1 ： 1 Real-time Assisted Call center 1 ： 1 Real-time Assisted Internet Support

E-mail 1 ： 1 Messaging Assisted E-mail with A.I.* 1 _{： Many} Messaging Self

Web _{： FAQ} 1 _{： Many} Messaging Self Web _{： self} 1 _{： Many} Messaging Self Web _{： chat} 1 _{： Many} Real-time Assisted Web _{： phone} 1 ： 1 Real-time Assisted

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Online Quality

Quality and Virtual Value Activities(VVAs)

 Investor Relations

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Disney - Investor Relations

 Buying stocks for kids

 Securities and Exchange Commission  Annual reports

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Cabletron - Investor Relations

 Stock prices

 Corporate reports  Annual reports

 SEC forms

 Financial calendar of events  Summary of acquisitions

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Merck

OnlineTechnical Support

 Dealer support

 Sales force support  New user training  Safety support

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Customer Satisfaction Product After Sales Company Culture Sales Activity

Drivers of Customer

Satisfaction

Formal symbols and systems Informal symbols and systems

Messages Attitudes

Intermediaries Design

Feedback & incentives Sourcing & Mfg

Support services

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Justifying Online Customer

Support

 The Cost-Quality Tradeoff

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The Cost-Quality Tradeoff

Cost Quality of Support CT A Per-User Support Traditional Support QT

Traditional Support

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The Cost-Quality Tradeoff

Pure Online Support

Cost Savings C0 CT Cost B A Support Per-User Traditional Support Online Support Only QT Quality of Support

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The Cost-Quality Tradeoff

Hybrid High-Quality Support

Online Support Only Traditional Support Hybrid Support A C B QT Improved Quality QH Quality of Support Per-User Support Cost CT Savings C0 Cost

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The Cost-Quality Tradeoff

Dynamic Funding of Customer Support

Cost Hybrid Support QT Improved Quality QH Quality of Support C0 Savings _B CT Cost A C Online Support Only Per-User Support Traditional Support Hard savings funding quality improvements D

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The ADR Framework

 Acquisition Activities  Development activities  Retention Activities

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Profitable Web Enhancements

 Breakeven Analysis

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Co-Production

Push information & tool to customer via online customer support

Customer

• Self-serviced

• Partnership in Problem solving & information sharing • Co-producers

• Loyalty customers • Timely feedback

Company

• Support cost productive • Quality improvement • Higher sales

• Increase price premiums • Joint product development

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