Mata kuliah
Tahun
: O0274 - INTEGRATED MARKETING COMMUNICATION
: 2009/2010
Customer Service
Pertemuan 11 & 12
• Customer Service
 Self-service Customer service
Well design ed web sites can
offer around the clock service
for customers
who have
access to the internet
Bina Nusantara University
3
Self-service customer abuse
 Any customer service facilities can
damage customer relations if the
responses are slow, ineffective or
non-existent
 Self-service cost savings
Self servicing customers save the
organization time and money
Bina Nusantara University
4
4. New Product Development
 Given that all markets constantly
pull away from all the products
whether they be political,
economic, social, technical, ethical or
demographic, it follows that products
and services have to be
constantly improved and
replaced.
Bina Nusantara University
5
Collecting creative ideas
 The website provide a fruitful source of ideas
from customers visiting it
 Tailor Made Product
A reasonable sophisticated database can
identify which customers want what
 Accelerating NPD
Online feedback can directly affect both
product development and new product
development, facilitating much quicker NPD.
Bina Nusantara University
6
5. Internal Communications
Intranet
The internet is also used for internal
communications as an internal internet (intranet)
among staff nationally and internationally- sharing
expertise and information, preparing presentations,
pitches and simply communicating with colleagues
around the world. This private network facilitates
improved internal communications by distributing
marketing, management and human resources
information.
Bina Nusantara University
7
Internal Communications
Extranet
Paperless operation can also improve
efficiencies. The extranet can be
used in other areas like purchasing ,
where approved suppliers or
tenderers have access to stock levels
Bina Nusantara University
8
6. Cost Reduction
 Developing, designing, servicing and
maintaining a web site costs money.
 Print and distribution savings
Annual reports, sales and technical literature
and more can all be distributed on CD ROM
(discs) or down the line through the internet.
This not only saves print costs but it also
saves distribution costs (and pollution).
Bina Nusantara University
9
Customer service Savings
 On the internet, customers can
serve themselves as text and
illustrations (and occasionally
video clips and sound0 combine
to help them move through the
required steps of self servicing
Bina Nusantara University
10
Stock/inventory savings
 To do this the company have to link the
dealers into their intranet (extranet).
 Collecting cost-savings
The dialogue with customers can generate
an array of useful suggestions, hints and
tips direct from the market-place.
Bina Nusantara University
11
Cost reduction/additional revenue generation
 Popular web sites attract big audiences.
Big audiences attract advertisers,
popular sites can sell advertising space
on their web pages.
 Phone calls savings
Email messages can be more efficient
an less time-consuming than
making phone calls if used in a
disciplined manner.
Bina Nusantara University
12
7. Distribution
Product delivery
Newspapers, journals, books , films
televisions, records and more can all
be digitized and delivered by cable or
telephone wire through the internet.
Bina Nusantara University
13
Services delivery
Already medical, legal and technical advise
services are exploiting the digitized
distribution trend. In fact many services
that are totally intangible lend them selves
to delivery through the internet.
Bina Nusantara University
14
Products and services purchasing
Groceries, travel, hotels, airlines and
car hire are already becoming
popular purchase through the
internet.
Bina Nusantara University
15
8. Selling
 Few fairytale sales stories
 Selling into new markets
The internet can certainly help an
organization to penetrate new markets
since as it crosses borders with ease, it
extends the reach of the organization
across the world within minutes.
Bina Nusantara University
16
 Sales management tool
The internet can also help management to
communicate with sales people, providing
them with customer updates, company news,
product updates, competitor promotions, sales
analysis, presentation packages, graphics,
pictures.
Bina Nusantara University
17
9. Promotion
 Some industry analyst have said that
businesses that are not on the
internet within the next couple of
years will be out of business by the
end of the decade.
Bina Nusantara University
18
Having presence
 For the small percentage of customers who
currently want to access you through the
internet
 For all audiences to see your web address
carried on al communication tools
(advertisement, product literature
 For managers to learn about the web.
Bina Nusantara University
19
 Interactive advertising
Searching for car sites the banner ads will
deliver car ads
 Direct mail
The companies can make their list through
partnerships with other web sites where
visitor can sign up to receive further mail
on subjects tat are interest to them.
Bina Nusantara University
20
Sales promotions
 Eg; competition to collecting electronic
coupons with each visit
 Sponsorships
The internet can facilitate imaginative
sponsorship. So marketers can
sponsors another organisation’s web
site.
Bina Nusantara University
21
Exhibitions
 Virtual exhibitions now bring suppliers,
competitors and customers under one
virtual roof.
 Without leaving their office, or home
customer can reduce the exhausting
medium of massive exhibitions by
visiting specific shows at any time, day
or night.
Bina Nusantara University
22
BE A WINNER ALWAYS!!
 THE WINNER WILL NOT GIVE UP!
 EVOKE YOURSELF!
 MINDMAP YOUR THINKING!
 BE A LEARNER AND YOU WILL SEE….!
GOODLUCK!!
Bina Nusantara University
23