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

Topics

  Solving Problems Online  Lower Costs      Online Quality      Justifying Online Enhancement      Co-production

How important Web Sites are

100 largest US companies 85%, the end of 1996 99%, by the Fall of 1997

Customer

Support

Quality Improvemen

t

Improve Customer

Value

Improve

Customer

Satisfaction

Lower Cost

Higher Quality

Lower Cost

Online Publishing Electronic Distribution Virtual Problem Solving Inexpensive Communication

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

Online Publishing

Lower Cost-On Line PublishingSun Microsystem’s Intranet

Communication Annual Savings

Internal newsletters 0.25M

Job lists 0.49M

Marketing updates 1.38M

Employee benefits manual 1.34M

Electronic Distribution

Virtual Problem Solving

Online Solutions-Cisco, Compaq, Dell

Stored Answers- FAQ Customers Helping Each Other-

Online Community

Virtual Problem Solving

Virtual Technician

Virtual Problem Solving

Customer Support Schematics

Inexpensive Communications

Service Methods Agent :Customer Interaction Type

Service Type

Traditional Support      

Sales force 1 ： 1 Real-time AssistedCall 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 AssistedWeb ： phone 1 ： 1 Real-time Assisted

Online Quality

Quality and Virtual Value Activities(VVAs)

Investor Relations Online Technical Support

Investor Relations

Disney - Investor Relations Buying stocks for kids Securities and Exchange

Commission Annual reports News release about Earnings

Investor Relations

Cabletron - Investor Relations Stock prices Corporate reports Annual reports SEC forms Financial calendar of events Summary of acquisitions New product introductions

Online Technical Support

Merck OnlineTechnical Support Dealer support Sales force support New user training Safety support Upgrade planning

Customer Satisfactio

n

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

Feedback & restitution

Justifying Online Customer Support

The Cost-Quality Tradeoff Market vs Customer methods

The Cost-Quality Tradeoff

Cost

Quality of Support

CT

A

Per-UserSupport

Traditional Support

QT

Traditional Support

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

The Cost-Quality Tradeoff Hybrid High-Quality

SupportOnline Support Only

Traditional Support

Hybrid Support

A C

B

QT Improved Quality QH Quality of Support

Per-UserSupport

Cost

CT

Savings

C0

Cost

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 OnlyPer-UserSupport

Traditional Support

Hard savingsfunding qualityimprovements

D

The ADR Framework

Acquisition Activities Development activities Retention Activities

Close Loop Web Enhancements

Profitable Web Enhancements Breakeven Analysis Customer Loyalty Analysis

Co-ProductionPush information & tool to customer via

online customer supportCustomer

• 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

Design Center

Thank You