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Tables of Contents for Online Customer Service for Dummies
Chapter/Section Title
Page #
Page Count
Introduction
1
1
How to Use This Book
2
1
How This Book Is Organized
2
2
Part I: The Heart of Online Customer Service
2
1
Part II: Turning the Theory into Practice
2
1
Part III: Web Wise and Customer Friendly
3
1
Part IV: Essential E-Mail: Building Online Relationships
3
1
Part V: The Part of Tens
3
1
Appendix
3
1
Icons Used in This Book
4
1
Part 1: The Heart of Online Customer Service
5
28
Keeping the Human Connection
7
4
Standing for Real Values in the Virtual World
8
1
Valuing Customer Loyalty
8
1
Building Relationships
9
1
Staying Close to Your Customers
9
1
Making It Personal
10
1
Jumping the Digital Divide: From Traditional Customer Service to E-Customer Relations
11
6
The Digital Age
12
1
Service--The First Two Thousand Years
12
5
TQM--The First service acronym
13
1
MOT--The second service acronym
13
1
SOM--The third service acronym
14
1
SOW--The fourth service acronym
14
1
CRM--The latest service acronym
15
2
Creating a Customer Centric Organization
17
16
Putting Your Customers First--Always
18
6
Take a top-down approach
18
1
Ask for feedback and utilize it
19
1
Train and educate staff and managers
20
1
Establish customer centric processes and technology
21
1
Set consistent Service standards
22
1
Reward and recognize service excellence
23
1
Measuring Your Customer centricity
24
9
Before you begin
25
1
Ask yourself this!
26
2
Scoring your responses and making improvements
28
5
Part 11: Turning the Theory into Practice
33
68
CRM: Automating the Personal Touch
35
20
Defining Customer Relationship Management
35
2
Developing Trust and Loyalty Online
37
7
CRM in a perfect world
37
5
Cyber nightmares--the dark side of CRM
42
2
Learning from CRM
44
11
Segmenting your customer base
45
4
Maintaining consistency across channels
49
2
Developing a multi-channel strategy
51
4
Help Desks: The AAA of the Cyber Highway
55
6
Dealing with an Angry Caller
56
1
Letting Frustrated Customers Vent
56
1
Controlling Your Talk Time
57
1
Helping Your Customers Help Themselves
58
1
Creating Reasonable Service Expectations
59
2
Call Center Fundamentals
61
18
Fulfilling Customer Expectations in a Multi-Channel Environment
63
5
Accessibility: Making sure e-mails get to the right department
63
3
Courtesy: Training agents to create a positive tone in their e-mail responses
66
1
Responsiveness: Ensuring that all e-mails receive a response within a specific time period
67
1
Recognizing the Communication Differences between Phone and E-Mail
68
3
Taking telephone cues
69
1
Flying blind with e-mail
70
1
Getting background information
70
1
Monitoring quality
70
1
Having a Great Call Center Staff
71
5
Hiring people with the right attitude
72
1
Keeping the work interesting
72
1
Defining and communicating service levels
73
1
Setting goals, monitoring, and coaching
73
1
Providing the right systems and tools
74
1
Rewarding and recognizing
74
2
Outsourcing Your Call Center
76
3
Reinventing Your IT Department
79
22
Knowing Where You Are --- Surveying Your Internal Customers
80
14
Designing an IT customer questionnaire
80
10
Reporting the survey results
90
4
Developing a Mission Statement and Creating Service Standards
94
4
Developing an IT mission statement
94
1
Communicating your IT mission statement
95
1
Setting service standards
96
2
Creating Internal Partnerships
98
3
Establishing a technology advisory group
98
1
Setting up project teams
99
2
Part III: Web Wise and Customer Friendly
101
62
The Domain Race in Cyberspace: Winning the Name Game
103
18
Domain Name Basics
104
1
What makes a good name?
104
1
The rules of the game
104
1
Creating Your Domain Name
105
10
Starting with the obvious
106
1
The namesmithing process
107
5
Namesmithing FAQs
112
2
Take one last look
114
1
If at First You Don't Succeed
115
2
Checking for expired domain names
115
1
Hiring a name guru
115
1
Buying a name
116
1
Registering Your Domain Name
117
4
The three big guns --- .com, .net, .org
117
1
Beyond domain registration to a trademark
118
3
Don't Miss the Hits: Search Engines, Links, and PR
121
18
Getting Listed with Search Engines
122
3
Manual submission
122
2
Paid submission services
124
1
Search engine consultants
124
1
Submission software
125
1
Achieving the Highest Possible Ranking and Position
125
2
Selecting your words for maximum hits
126
1
Monitoring the status of your position
126
1
Maximizing Your Hits with Link Exchanges
127
3
Step one: Define your audience
128
1
Step two: Create a target list
128
1
Step three: Customize your contact
128
1
Step four: Decide where to place links
129
1
Planning a PR Campaign to Announce Your Site
130
9
Create an effective press release
130
1
Connect your press release to what the media likes to report
131
1
Time your press release
131
1
Send your press release to the appropriate place
132
4
Present perfect interviews --- the three Ps
136
3
The Three Cs: Content, Commerce, and Community
139
10
Content --- Giving People a Reason to Visit Your Site
139
3
White papers
140
1
How-to articles
140
1
Relevant links and resources
140
1
Online tools
141
1
Advice
141
1
E-mail newsletter
141
1
Live interview or Web-cast event
142
1
Commerce --- Making Purchasing from Your Site Possible
142
5
Make it safe
143
1
Make it convenient
143
1
Confirm order status
144
1
Make suggestions
144
1
Offer financial incentives
144
1
List recent projects
145
1
Post testimonials
146
1
Provide customer lists
146
1
Show samples of your work
146
1
Community --- Encouraging People to Share Ideas about Your Company
147
2
Message boards
148
1
Chat rooms
148
1
Broadcast e-mail lists
148
1
Working with a Web Developer
149
14
Assessing Where You Are Now to Know What Kind of Help You Need
149
3
Stage one: Securing an online identity
150
1
Stage two: Establishing a Web presence
150
1
Stage three: Engaging in e-commerce
151
1
Stage four: Practicing customer relationship management
151
1
Stage Five: Functioning as a service application model
151
1
Establishing Goals for Your Web Site
152
4
Exploring ways to reach your goals
153
1
Naming a point person to head the project
154
2
Engaging the Right Web Developer
156
7
Evaluating potential Web developers
156
4
Calculating the cost
160
3
Part IV: Essential E-Mail: Building Online Relationships
163
52
E-Mail: Making the Most of the Medium
165
6
Understanding E-Mail as the Medium of Monologue
166
2
Minimizing misunderstandings
166
1
Avoiding making a negative impression
167
1
Recognizing the Limitations of E-Mail
168
3
The Nuts and Bolts of E-Mail Writing
171
16
Focusing on Words --- Knowing Your Raw Material
172
3
Spelling
172
1
Word choice
173
1
E-mail acronyms
174
1
Adding Some Style to Your E-Mails
175
4
Vary your sentence styles
175
2
Vary your sentence lengths
177
1
Select your voice
178
1
Watch your tone
179
1
Remembering E-Mail Courtesy
179
6
Make invitations, not demands
179
1
Use friendly contractions
180
1
Focus on the positive
180
1
Say hello and goodbye
181
1
Use the subject line
182
1
Avoid flaming
182
2
Provide background information
184
1
Understand emoticons
184
1
Avoiding Common E-Mail Mistakes
185
2
Common e-mail mistakes exercise
185
1
Common e-mail mistakes exercise answers
186
1
Message Mastery: Saving Time for Yourself and Others
187
12
Dealing with Incoming Messages
188
2
Replying to e-mail messages
188
1
Forwarding messages
189
1
Deleting messages
190
1
Filing messages
190
1
Writing E-Mails that Produce Results
190
9
Prioritize your paragraphs
191
2
Put your request up-front
193
1
Trim the fat
194
2
Use open and closed questions appropriately
196
3
Problem Solving Online: Teamwork with a Twist
199
8
Utilizing Virtual Problem-Solving Teams
200
1
Taking Steps to Reach Online Consensus
200
7
Step 1: State the problem and request feedback on possible causes
201
1
Step 2: Publish possible causes and request cause evaluations
202
1
Step 3: Publish root cause and request feedback on possible solutions
203
1
Step 4: Publish possible solutions and request solution evaluations
203
1
Step 5: Publish consensus solution
204
3
E-Rapport: New E-Mail Skills for Customer Closeness
207
8
Using Sensory Language
208
3
Crafting visual messages
209
1
Incorporating auditory language
209
1
Using tactile language
210
1
Recognizing the Affect of Neutral Language
211
1
Backtracking Key Words
212
3
Part V: The Part of Tens
215
38
Ten Ways to Make Your Online Service Shine
217
8
Make Site Navigation Easy
217
1
Offer a Frequently Asked Questions (FAQ) Section
218
1
Clearly State the Nature of Your Business on Your Home Page
219
1
Offer Something for Free
219
1
Make Your Downloads Fast
219
1
Offer Contact Options
220
1
Use Multiple Media
221
1
Update Your Site Often
221
1
Keep Your Site Design Simple and Clean
222
1
Practice E-Mail Excellence
222
3
Ten Tips for Dealing with Customer Complaints
225
8
Make It Easy for Your Customers to Complain
226
1
View Complaints as Gifts
226
1
Thank Your Customers for Complaining
227
1
Let Your Customers Vent
227
1
Sincerely Apologize for All Problems
228
1
Identify the Elements of the Complaint
229
1
Fix the Problem
229
1
Give a Care Token
230
1
Follow Up
231
1
Practice Prevention
231
2
Ten Things to Know about E-Mail Privacy
233
4
Personal E-Mails Sent from Work Are the Property of Your Employer
233
1
E-Mails Sent from Home Belong to You, But
234
1
A Deleted E-Mail Is Not Deleted
234
1
Your E-Mail Message, Once Sent, Can Become Anyone's Business
234
1
E-Mail Is Admissible as Evidence in a Court of Law
234
1
You Can Be Fired for Using the Internet Inappropriately at Work
235
1
Copies of Your E-Mails Exist in Places Other Than Your Own Computer
235
1
E-Mail Recovery Is Big Business
235
1
Privacy Laws Are Being Challenged Every Day
236
1
Add a Disclaimer to Confidential E-Mails
236
1
Ten Ways to Use Voicemail to Enhance Customer Relations
237
6
Don't Hide Behind Your Voicemail
238
1
Update Your Greeting Regularly
238
1
Respond to Messages Promptly
238
1
Encourage Your Callers to Leave Effective Messages
239
1
Give Callers the Option of Skipping Your Voicemail Greeting
239
1
Plan and Prepare Your Return Calls
240
1
Provide a Context for Your Call
240
1
Keep Your Outgoing Messages Short and to the Point
241
1
Specify the Response You Expect
241
1
Take Security Measures
242
1
Ten Ways to Evaluate Your Online and Offline Service
243
10
Focus Groups (Online or Offline)
243
1
Web-based Surveys
244
1
Written Surveys
245
2
Yes or no questions
245
1
Poor -- excellent questions
246
1
Degree questions
246
1
Customer Panels
247
1
Before the panel
247
1
During the panel
248
1
After the panel
248
1
Customer Exit Surveys
248
1
Employee Surveys
249
1
Lost Account Surveys
249
1
Telephone Surveys
250
1
Ask-and-answer
250
1
Discussion
250
1
Mystery Shoppers
251
1
Communicate the Results
251
2
Appendix: Grammar Reminders for E-Mail Perfection
253
8
Turning Words into Plurals
253
1
Adding Suffixes to Words
254
1
Knowing When to Use ``Me,'' ``Myself,'' or ``I''
254
1
Using Punctuation to Add Rhythm
255
6
The comma
255
2
The semicolon
257
1
The apostrophe
257
1
The ellipsis
257
1
The long dash or short hyphen
258
1
The colon
258
1
Parentheses (at last)
259
2
Index
261