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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Ron Zemke and Tom Connellan's book: "E-Service: 24 Ways to Keep Your Customers - When the Competition is Just a Click Away".
This complete summary of the ideas from Ron Zemke and Tom Connellan's book "E-Service" shows how the key to success doesn't lie in attracting visitors, but in creating highly satisfied customers who will do business with you again and again. According to Ron Zemke and Tom Connellan, the only thing you need to do to achieve this is apply the correct principles and customer service concepts. In their book, the authors offer easy-to-follow guidance on how to keep your business thriving online and stop customers from clicking over to competitors.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your business knowledge
To learn more, read "E-Service" and discover the key to standing out from the internet crowd.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 34
Veröffentlichungsjahr: 2013
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Book Presentation: E-Service by Ron Zemke and Tom Connellan
Book Abstract
About the Author
Important Note About This Ebook
Summary of E-Service (Ron Zemke and Tom Connellan)
Principle #1 Be easy-to-do-business-with.
Principle #2 Have a distinctive design.
Principle #3 Personalize the e-experience.
Principle #4 Deliver end-to-end service.
Principle #5 Encourage human contact.
Principle #6 Fix problems better and faster.
Principle #7 Develop a retention strategy.
Book Presentation: E-Service by Ron Zemke and Tom Connellan
Book Abstract
MAIN IDEA
For an online company, the customer’s experience of your service becomes your brand.
Contrary to conventional Internet thinking, the key to success doesn’t lie in attracting visitors but in creating highly satisfied customers who will do business with you again and again. And creating highly satisfied customers isn’t a random or hit-and-miss affair – it is the natural result of applying the correct principles and customer service concepts.
The Internet is rapidly and permanently moving beyond the novelty stage and becoming part of the mainstream of life. In the early days, customers were prepared to live with second class treatment because of the newness of the medium. That’s no longer true. Today’s consumers are demanding the same level of service they can get offline – and if you can’t provide that, they will quickly click over to a competitor who will.
But deliver great service – that’s easy, that lives up to your promises and treats them as valued customers – and you’ll create the greatest asset any online business can have: highly satisfied customers who are prepared to do business with you again and again.
About the Author
RON ZEMKE is the author or coauthor of 27 books, including the eight book Knock Your Socks Off Service series. He is also a management consultant, researcher and senior editor of Training Magazine. Mr. Zemke is the founder and president of Performance Research Associates Inc., a customer relationship management consulting firm.
TOM CONNELLAN is a senior principal with Performance Research Associates Inc. He is the author of five books, including Inside the Magic Kingdom, Seven Keys to Disney’s Success. Mr. Connellan consults with a broad range of corporate clients, is on the advisory board of several e-commerce companies and is a highly acclaimed speaker, trainer and consultant.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of E-Service (Ron Zemke and Tom Connellan)
Principle #1 Be easy-to-do-business-with.
Main Idea
A company which is easy-to-do-business-with assumes that customers come to their Web site to have a need met rather than to be dazzled by their technology. Therefore, they think like customers rather than technicians and make everything as simple and straightforward as possible.
Supporting Ideas
Key Concept #1: Master the design basics that make you easy-to-do-business-with.
A well designed and customer oriented Web site:
Is relevant – helping visitors get things done rather than be dazzled by the founder’s knowledge.Avoids time wasting – since people are busy and want one-click access to everything they need.Makes everything obvious and accessible.Has pages that download quickly – in 8-seconds or less.Incorporates a simple purchase process.Gives loads of search options and capabilities.Encourages visitors to contact the firm if they want help or have a question – and allows them to access that help whenever and wherever they want it.Answers e-mails in less than a day, preferably with a personal rather than an automated e-mail response.Never tells a customer they are too busy to respond right at present – since that invites them to shop elsewhere.Is easy to navigate around.Puts prices up front and everywhere.Has a simple and beneficial registration process which avoids asking for tedious, non-essential information.Tells what the shipping costs and handling charges will be long before customers checkout.Makes it simple for customers to return items if they want to.
