Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

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202 BUSINESS-TO-BUSINESS INTERNET MARKETING Figure 7.2. IBM created “Gold Service” to recognize special corporate customers, who can gain access to an IBM Web site developed just for them. Internet-Based Customer Service Customer service is a primary area that can keep your customers satisfied and intensify their relationship with your company. Internet-based customer service can now incorporate customer call centers built on Internet telephony technology, interactive chat rooms, and 24-hour-aday, 7-day-a-week customer service support areas with “smart” databases that help customers solve their own problems.
Building Customer Relationships 203 New customer service products abound—some of which are remarkable. Here is a sampling of just some of the innovative companies offering products and services in this burgeoning area. Aspect (www.aspect.com) Aspect's approach is to create a Customer Relationship Portal, a package of software products that perform a range of Customer Relationship Management tasks. The company says its multimedia portal makes it possible to accept contacts from customers via fax, e-mail, the Web, and the telephone, and route them to a single contact center where agents can handle all media according to established criteria. Agents can then communicate with Web customers using text chat, IP telephony, or whiteboarding, or answer e-mail with software that allows them to reply using prewritten responses. BEA (www.beasys.com) The BEA E-Commerce Transaction Platform is used by such companies as Amazon.com, FedEx, Kaiser Permanente, DIRECTV, and United Airlines. Amazon.com uses it to help its customers shop for an increasing variety of products over the Web. FedEx uses it for its package tracking and logistics system, which handles an average of 36 million transactions daily to track 3 million packages delivered to 211 countries every weekday. Bowstreet (www.bowstreet.com) Bowstreet’s Business Web Factory uses templates that contain data, behavioral information, procedures, and business policies so that programmers can quickly establish Web pages. With the templates in place, nontechnical managers can then create their own Web sites for a customer or groups of customers, simply by linking the templates that define customer relationships. Brightware (www.brightware.com) Intelligent agents are one of the keys to facilitating personalized customer service on the Internet. Brightware offers Answer Agent, which fields questions from customers and replies itself via e-mail. Answer Agent generates information for the customer on the fly, based on the questions asked, right up to the point of ordering, if appropriate. Broadvision (www.broadvision.com) Numerous companies provide Internet-based personalized customer communications solutions, but it was Broadvision who first appropri-
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BUSINESS-TO-BUSINESS INTERNET MARKE
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BUSINESS-TO-BUSINESS INTERNET MARKE
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Publisher: Jim Hoskins Manager of F
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Acknowledgments For helping me crea
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Table of Contents Table of Contents
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Table of Contents xi Automated E-ma
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Table of Contents xiii Real Estate
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Table of Contents xv Maintaining On
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Table of Contents xvii Office.com (
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Table of Contents xix DellHost ....
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About This Book About This Book xxi
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Introduction The original edition o
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sively. Large businesses are moving
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101 Ways to Promote Your Web Site,
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