E-Business Customer Service

Anton, Jon; Hoeck, Michael

Published by Purdue University Press
ISBN 10: 0963046497 / ISBN 13: 9780963046499
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Synopsis: This book provides a logical, practical understanding of the world of e-commerce.

Excerpt. Reprinted by permission. All rights reserved.: CHAPTER 1: OVERVIEW AND INTRODUCTION

Overview

Today’s telecommunications and information technology has transformed our industrial economy into a vibrant service in all industries as a critical and sustainable differentiating force among companies—separating the "just ordinary" from those that are "truly exceptional," like Dell and Federal Express.

Best practice companies use modern telecommunications and information to enable continuous improvement in customer service efficiency and effectiveness.

We live in a world where e-business and customer service have become synonymous. This is a time that offers skyscraping sales opportunities and significant cost reductions if organizational processes, technology, people and customers are managed properly.

E-business and associated e-technologies generate an enormous amount of real-time data such as tables, graphs, exception reports, trend lines and spider diagrams. Customer service managers can be awash in information, yet clueless about what actions to take.

It’s the task of the customer service manager to strive for effectiveness (enhancements in service quality) while focusing on efficiency (minimum cost). Establishing and adhering to key performance indicators (KPIs) becomes a business necessity.

The purpose of this book is to provide a systematic approach to managing effectiveness and efficiency in a multi-channel, e-business environment. Based on research and the long-term consulting experience of the authors, a manager’s guide with real-world examples and reference data is presented.

In the first and second chapters we discuss recent and future developments in customer service, such as evolving technologies and functions of contact management. In Chapter 3 we revisit old economy principles. These fundamental rules have driven businesses for centuries and are applicable to modern customer service.

One of the most important rules in our book is the economic principle. It states that customer service excellence is characterized either by achieving:

· a maximum level of quality within a given budget (effectiveness) · a desired quality level at minimal costs (efficiency).

It is very difficult to talk about a desired or maximum level of performance if there is no quality standard or KPI defined. Hence, we will present a framework for effectiveness and efficiency KPIs that can be applied to your business and communication channels.

In the first step, seven basic rules of a performance measurement system are described. A hierarchy of KPI metrics—ranging from strategic aspects to day-to-day operations—is developed in order to drill down through high-level information to concurrent data. Finally, we will illustrate the fundamental relationships between efficiency and effectiveness goals.

Chapter 5 deals with customer service in a multi-channel, e-business environment. With new technologies on hand, the design of service delivery has a major impact on the quality and efficiency of customer service. We, therefore, look at service design from a managerial point of view, searching for sales opportunities and productivity enhancements.

Additionally—and maybe more importantly—the richness of today’s service touchpoints from a customer perspective are discussed.

Since customer service is all about communications and accessibility to information, and not about technology, we will focus on the efficiency and effectiveness of three major communication channels: the telephone, e-mail and/or fax and the Web.

"About this title" may belong to another edition of this title.

Bibliographic Details

Title: E-Business Customer Service
Publisher: Purdue University Press
Binding: Paperback
Book Condition: Very Good

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Jon Anton; Michael Hoeck
Published by Purdue University Press (2002)
ISBN 10: 0963046497 ISBN 13: 9780963046499
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