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Frequently Asked Questions (Faqs), A Text-Based Listing of

FAQs provide answers to common customer questions to help resolve issues. Real-time chat assists customers during purchases. Automated responses reduce costs by sending confirmations and acknowledging inquiries.

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ziafmcs
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19 views14 pages

Frequently Asked Questions (Faqs), A Text-Based Listing of

FAQs provide answers to common customer questions to help resolve issues. Real-time chat assists customers during purchases. Automated responses reduce costs by sending confirmations and acknowledging inquiries.

Uploaded by

ziafmcs
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Frequently asked questions (FAQs)

 Frequently asked questions (FAQs), a text-based listing of


common questions and answers, provide an inexpensive way to
anticipate and address customer concerns.
 Adding a FAQ page on a Web site linked to a search engine helps
users track down needed information more quickly, enabling
them to help themselves resolve questions and concerns.
 By directing customers to the FAQs page first, Web sites can give
customers answers to common questions.
 If a question and answer do not appear, it is important for sites
to make contact with a live person simple and easy.
 Offering an e-mail link to customer service at the bottom of the
FAQs page is one solution.
Real-time customer service chat
systems

 Real-time customer service chat systems (in which a


company’s customer service representatives exchange text-
based messages with customers on a real-time basis) are a
popular way for companies to assist online shoppers during
a purchase.
 Chats with online customer service representatives can
provide direction, answer questions, and troubleshoot
technical glitches that can kill a sale.
 However chat sessions are text sessions, and not as rich as
talking with a human being over the phone.
Automated response systems

 Intelligent agents are part of an effort to reduce costly contact


with customer service representatives.
 Automated response systems send e-mail order confirmations
and acknowledgments of e-mailed inquiries, in some cases
letting the customer know that it may take a day or two to
actually research an answer to their question.
 Automating shipping confirmations and order status reports are
also common.
Internet marketing technologies:

 Internet marketing technologies:


 Web transaction logs
 Tracking files
 Cookies
 Flash cookies
 beacons
 Databases, data warehouses, data mining
Web Transaction Logs

 Built into Web server software


 Record user activity at Web site
 Provides much marketing data, especially combined with:
 Registration forms (gather personal data on name, address, phone,
zip code, e-mail address, and other optional self confessed
information on interests and tastes)
 Shopping cart database (captures all the item selection, purchase,
and payment data)
 Answers questions such as:
 What are major patterns of interest and purchase?
 After home page, where do users go first? Second?
Tracking Files

 Users browsing tracked as they move from site to site

 Types of tracking files

 Cookies
 Flash cookies
 Beacons (“bugs”)
Cookies

 a cookie is a small text file that Web sites place on the hard
disk of visitors’ client computers every time they visit, and
during the visit, as specific pages are visited.
 Cookies allow a Web site to store data on a user’s computer
and then later retrieve it.
 The cookie typically includes a name, a unique ID number,
the domain (which specifies the Web server/domain that
can access the cookie), a path (if a cookie comes from a
particular part of a Web site instead of the main page, a
path will be given) and an expiration date.
Flash Cookies

 Adobe Flash software creates its own cookie files,


known as Flash cookies.
 Flash cookies can be set to never expire, and can
store about 5 MB of information compared to the
1,024 bytes stored by regular cookies.
 Purpose is same as that of ordinary cookies.
Beacons

 Web beacons are tiny (1-pixel) graphic files embedded in e-mail


messages and on Web sites.
 The first web beacons were small digital image files that were
embedded in a web page or email. The image could be as small as a
single pixel, and could be of the same color as the background, or
completely transparent.
 When a user opens the page or email where such an image was
embedded, they might not see the image, but their web
browser or email reader would automatically download the image,
requiring the user's computer to send a request to the host
company's server, where the source image was stored.
 This tells the marketer that the e-mail was opened, indicating that the
recipient was at least interested in the subject header.
Databases

 Databases, data warehouses, data mining, and the variety of marketing decision
making techniques loosely called profiling are at the heart of the revolution in Internet
marketing.
 Profiling uses a variety of tools to create a digital image for each consumer.

 Database: Stores records and attributes


 Database management system (DBMS):
 Software used to create, maintain, and access databases
 SQL (Structured Query Language):
 Industry-standard database query and manipulation language used in a relational
database
 Relational database:
 Represents data as two-dimensional tables with records organized in rows and
attributes in columns;
 data within different tables can be flexibly related as long as the tables share a
common data element
Data Warehouses and Data Mining

 Data warehouse:
 Collects firm’s transactional and customer data in single location for
offline analysis by marketers and site managers
 The data originate in many core operational areas of the firm, such as
Web site transaction logs, shopping carts, point-of-sale terminals
(product scanners) in stores, warehouse inventory levels, and financial
payment data.
 The purpose of a data warehouse is to gather all the firm’s transaction
and customer data into one logical repository where it can be analyzed
and modeled by managers without disrupting the firm’s primary
transactional systems and databases.
 Data mining:
 Analytical techniques to find patterns in data, model behavior of
customers, develop customer profiles.

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