EConsumer Affairs

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E-Consumer Affairs

• Michael Wilke
• President

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E-Mail to E-verything E-lse

• E-Business
• E-Commerce
• E-Customer Service
• E-Ticket
• E-tailing
• E-tc., e-tc., e-tc.

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Definition Consumer Affairs

• Liaison from Corporation to Consumer
• Communicate Information - both directions
• Problem Resolution
• Improve Product/Service Quality
• Manage Liability
• Maintain/Enhance Satisfaction, Loyalty

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DefinitionE-Consumer Affairs

• Electronic Consumer Affairs???
• Consumer Affairs with the Internet
• over the Internet
• in the Internet era

Strategic Goal Use the power of the
Internet (and technology) to do it better!
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Outline

• Why do E-Consumer Affairs?
• Roadmap to E-Consumer Affairs
• Information/Content
• Web Site Promotion
• Feedback Form(s)
• Internet based databases
• Chat
• Push Pages, Collaborate
• Voice over IP, Video

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Why do E-Consumer Affairs?

• Consumer Expectations
• Cost
• Improve Quality of Consumer Affairs
• Enhance Consumer Relationship!
• E-CRM, Relationship or 1 to 1 Marketing

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Consumer Expectations

• I want it now! I want more! I want it my way!
• My kids have more on their own web site!
• I may still want a person!

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Cost

• Gartner Group estimates that by 2001 in some
  industries, more than 80 of customer contacts
  will be by email or web-based forms.

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Cost

• "Due to the inexorable increase in the demand for
  customer service, organizations that do not
  exploit the self-service capabilities of the Web
  will find themselves stuck in a losing battle
  against increasing calls and cost." Gartner Group

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Improve Quality of Consumer Affairs

• 24x7 access, convenience, self-service
• Breadth of information
• Depth of information (a picture is worth a
  thousand words)
• Search functionality may be needed

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Improve Quality contd

• Able to gather more/pertinent information
• Able to structure and possibly automate
• Easier resolutions/follow up
• Easier home agents
• Global Integration
• Responsiveness!

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Enhance Consumer Relationship

• Sales, Loyalty
• Cross sell, Up sell
• Access internal or external databases to
  personalize
• Direct Marketing (mail, e-mail, telemarketing)

With integrated consumer data!
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Roadmap to E-Consumer AffairsFirst Stop - Web
Site

• Helpful!!! Information
• is it what they call you for?
• FAQs
• Locator
• Detailed specs, MSDS, instructions

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Next Stop - Promote Web Site

• On the package (before 800 number?)
• In advertising

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Next Stop - Web Form

• Feedback, comment, inquiry form
• E-mailed to or directly entered into consumer
  relationship system
• Avoid freeform email
• harder to handle, cant get all needed
  information

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Next Stop - Internet based data services

• Mapping
• Name and address from phone number
• Acxiom, Targus
• Consumer demographics
• income, age, family scores

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Next Stop - On-line Chat

• Depends on industry/web site
• critical for involved web sites
• ordering, catalog sales
• search, research
• Form Request, Queue, Respond, standard responses
• Chat technology, application service provider,
  ASP, outsource system/components
• Cisco WebLine, LivePerson

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Next Stop - On-line Chat

• Depends on industry/web site
• critical for involved web sites
• ordering, catalog sales
• search, research
• Form Request, Queue, Respond, standard responses
• Chat technology, application service provider,
  ASP, outsource system/components
• Cisco WebLine, LivePerson

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Next Stop - Push Pages

• Send pages/links to consumer
• in a chat session or multi-media session
• Must have content!!! to deliver
• Advance into collaboration
• consumer can see your actions (and vice versa)

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Next Stop - VoIP

• Voice over IP
• talk, like on the phone, but typically the phone
  line is replaced with the Internet
• from one pc to another pc or phone
• from consumers PC to your switch/pbx
• over private corp network wiring between
  locations
• Features/Benefits
• cost
• consumer may have one phone line, accessing your
  web site, needs to talk to you at same time!

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Somewhere out there - Video

• Picture Phone
• not new concept
• remote tellers
• Still slow, choppy over the web
• Completes web interaction - combines best of all
  technologies
• voice, personal picture, push, collaborate

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As you embark towards E-Consumer Affairs

• Learn (and hire) technology skills
• Integration between systems
• phone, computer, web
• Interaction with other departments
• Interdependency
• Outsourcing galore
• could be reps, could be systems, could be one
  technology component

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Summary

• E-Consumer Affairs is consumer affairs!
• Nothing done/known now goes away!
• Requires more technical awareness!

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Questions?

• Follow up www.crsanywhere.com
• www.wilke-thornton.com
• Email mikew_at_wilke-thornton.com
• Phone [phone] x 101