©1999 Patricia Seybold Group How to Create a Profitable Business Strategy for the Internet &...
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©1999 Patricia Seybold Group
www.customers.com
How to Create a Profitable Business
Strategy for the Internet & Beyond
Customers com
Patricia Seybold presents:
www.customers.com
©1999 Patricia Seybold Group
cust
om
ers
com
® Make It Easy for Customers to do Business with You!
www.customers.com
©1999 Patricia Seybold Group
cust
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com
®
Anecdotes, Tips, & Take-Aways for Women In Technology
• A Brief Personal History• How to Organize your E-Business for
Success• Key Competencies to Master in
Building a CyberBusiness • What’s Hot this E-Tailing Season?
www.customers.com
©1999 Patricia Seybold Group
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com
®
A Brief Personal History
• Apprenticeship• Family Business Succession Issues• Focus on Independence
Patricia Seybold GroupThe “Customers.com Company”
E-Business Consultants & Thought Leaders
Smart, Soulful People who Care about Your Customers
www.customers.com
©1999 Patricia Seybold Group
cust
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com
®
How to Organize Your E-Business Initiatives
for Success
www.customers.com
©1999 Patricia Seybold Group
cust
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com
®
What do
have in common?
&
www.customers.com
©1999 Patricia Seybold Group
cust
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com
®
They’re Cannibalization/
Green Field E-Business Initiatives
www.customers.com
©1999 Patricia Seybold Group
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® How to Organize Your E-Business Group?• As if it were a Separate Company!• Led by a Visionary Business Executive:
VP Sales, VP Interactive Marketing, VP Customer Advocacy
• Strong in-house Technology Visionary • Responsible for All Customer Touchpoints• Own the Total Customer Experience• Separate P&L: 2-year ROI
www.customers.com
©1999 Patricia Seybold Group
cust
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com
® Use the “Paper Napkin” Visioning Technique to Build Consensus
www.customers.com
©1999 Patricia Seybold Group
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®
What Other Skills Will You Need?
• Customer Experience “owner”• E-Merchandising expert• Strong In-House Content Team• WebMaster• In house Communications/PR • System Integration Help• Graphic Design Help
www.customers.com
©1999 Patricia Seybold Group
cust
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® Measure what Matters
• Customers/Members/Subscribers• Repeat Customers• Revenues per Customer per Year• Customer Retention Rates• Lifetime Value of your Customers• What you Know about your Customers
The Metrics of the New Economy:
www.customers.com
©1999 Patricia Seybold Group
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®E-Business Models to Watch
• Auctions: B-to-B and B-to-C• Digital Marketplaces• Syndicated Content• Manufacturers’ Aisles• Wireless Phones, PDA/Pagers & Games• E-Wallets, smart cards & customer-owned
profiles• Scenario Nets
www.customers.com
©1999 Patricia Seybold Group
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®
Key Competencies to Master
www.customers.com
©1999 Patricia Seybold Group
cust
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com
®
Two Key Competencies to Master
1. Customer Scenario Design
2. XML Semantics & Tagging
www.customers.com
©1999 Patricia Seybold Group
cust
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® What’s Your Customers’ Scarcest Resource?
www.customers.com
©1999 Patricia Seybold Group
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® New Competency to Master: Customer Scenario Design
• What Makes most Web Sites Hard to USE?
• Not Designed from the Customer’s point of view
• Target Customer/Role/Context • What’s the Purpose of the Interaction?• How do you Streamline it?
www.customers.com
©1999 Patricia Seybold Group
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® Use Customer Scenarios to Cement Relationships
• Focus on the 3 or 4 Key Scenarios each Target Customer/Role needs to do
• Make sure these Scenarios are easy to find and execute from the home page
• Look for Bottlenecks and Obstacles and Remove Them
• Continuously Improve these Scenarios• It’s about saving customers’ time!
www.customers.com
©1999 Patricia Seybold Group
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® Coming Soon….Scenario Nets!
Find, buy, furnish, &
landscape a new home
Purchase Spare Parts and
Arrange for Emergency
Service
Register my car, pay my taxes,
renew my license
www.customers.com
©1999 Patricia Seybold Group
cust
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® What’s a Scenario Net?
• A set of linked tasks and activities the customer wants or needs to perform that takes him across company and/or Web site boundaries
• A streamlined set of activities based on the customer’s context; context and customer profile information is preserved as the customer moves from site to site
• The customer OPTS IN to scenario nets
www.customers.com
©1999 Patricia Seybold Group
cust
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® What’s the Biggest Single Usability Problem on most Sites?
www.customers.com
©1999 Patricia Seybold Group
cust
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® Can’t Find What I’m Looking For Quickly
What’s Needed:• Comprehensive Text Search• Comprehensive Parametric Search• Finder/Advisor• Browse/Catalog/Departments• Gift-giving scenario• Recommendations: What’s Hot!
Help Decision-Making
www.customers.com
©1999 Patricia Seybold Group
cust
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® What is the Simple Little Technology that Enables E-Merchandising?
<?XML version="1.0"?><TransportSchedule Type = "Airline">
<Segment ID="United Airlines #200"><Origin> San Francisco</Origin><DepartTime>9:30 AM</DepartTime><Destination>Honolulu</Destination><ArriveTime>12:30 PM</ArriveTime><Price Currency="USD">368.50</Price>
</Segment></TransportSchedule>
www.customers.com
©1999 Patricia Seybold Group
cust
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com
® The Importance of XML• eXtensible Markup Language
(XML) is the engine of e-business transformation
• XML enables: Application-to-application integration Database-to-database synchronization Cross-organizational workflows & e-
processes Industry Transformations!
www.customers.com
©1999 Patricia Seybold Group
cust
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®
What’s Hot this E-Tailing Season?
www.customers.com
©1999 Patricia Seybold Group
cust
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ers
com
® What do
Have in Common?
www.customers.com
©1999 Patricia Seybold Group
cust
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com
® They’re Clicks & Mortar Operations!
Clicks & Mortar Offers an E-Tailing Advantage
©1999 Patricia Seybold Group
www.customers.com
©1999 Patricia Seybold Group
cust
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®
“I want my customer to shop in the store in the mall on Saturday, receive a catalog on Tuesday, and
shop on the Web Friday night, after the kids are in bed.”
Judy Neuman,Divisional VP, Eddie Bauer
I-Media Group
www.customers.com
©1999 Patricia Seybold Group
cust
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com
®
Clicks & Mortar 101
• Shop online, pick up at the store• Shop online, return at the store• Shop online AT the store• Create a seamless experience across
catalog, Web & stores• Foster customer loyalty across channels• Manage Inventory across channels
www.customers.com
©1999 Patricia Seybold Group
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® Should Manufacturers Sell Direct?
• Yes, they have no choice!• Customers want to be able to buy direct• Retailers need to make their real-time
inventory accessible from manufacturers’ Web sites
• Manufacturers/wholesalers will continue to rely on retailers for convenient shopping, pick up/delivery & service
What’s the Biggest Danger for Internet Retailers?
www.customers.com
©1999 Patricia Seybold Group
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®The Fulfillment Iceberg• It’s huge!• It’s dangerous!• Most of the danger is hidden from sight• Internet Shoppers expect 1-day delivery• Pick, Pack & Ship must be flawless• Returns handling must be simple (no
MRA’s!)• Gifts need to be wrapped & carded
www.customers.com
©1999 Patricia Seybold Group
cust
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® Who Does a Good Job?
• Fultonstreet.com• eToys• Smith & Hawken• Cyberian Outpost• Hana Flowers• Dick’s Sporting Goods
www.customers.com
©1999 Patricia Seybold Group
cust
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com
® There’s more to Fulfillment than Pick, Pack & Ship
• Application integration & management• Realtime inventory management• Proactive emails at every step• 24 x 7 exquisite customer service
Complete customer profile Complete transaction history Complete record of service issues Power to resolve issues in the moment Integrate call center & email
www.customers.com
©1999 Patricia Seybold Group
cust
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com
® Participate in the Customers.com E-Tailing
Challenge!• 50 Criteria Measuring the Holiday
online Shopping Experience
• Come to our Web site October 15th: www.Customers.com!
• Participate in the Customers.com E-Tailing Challenge
• Make Your Online Shopping Experience Count!
www.customers.com
©1999 Patricia Seybold Group
cust
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com
®How to Be Successful in Internet Time!
• Focus on your End-Customers• Save them Time; Design Streamlined
Customer Scenarios• Design an Integrated, Cross-Touchpoint
Strategy• Build an Organization that Works!• Measure the Right Stuff!
www.customers.com
©1999 Patricia Seybold Group
cust
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ers
com
® Need More Info on Customers.com® Research and
Consulting?
• Come to our Web site: www.Customers.com
• Keep up with our thought leadership: Sign up for the Customers.com® service
• For consulting, contact [email protected]
• To interact with me, email me at [email protected]