E-Biz
At your service
Businesses will have to tailor their websites to incorporate customer relationship management strategies and satisfy customer needs if they want to have a successful online presence
By: Zane Asher Green
It is at best difficult to harness the true potential of customer relationship management (CRM) strategies in a country such as Pakistan. The vast majority of consumers are unable to read or write, have little to no computer knowledge and struggle daily to earn a basic living. Despite all the advances in communication and technology, society at large only experiences the benefits of these innovations in a trickle down effect once they have been widely adopted by those that are able to recognise and make use of the potential of new technologies. As a result, CRM in Pakistan is most actively targeted towards the select niche of well-off, upper-class customers. These represent approximately 15 per cent of the population.
In general, affluent customers have all the amenities of life. They manage their money wisely and invest in stocks, bonds, land and property. These customers want to be acknowledged as special, smarter and more sophisticated. Furthermore, they derive satisfaction from exclusivity, high quality and excellent customer service.
Customers in the 17 to 40-year-old age bracket are very fond of Web surfing and chatting. They also use ATMs and various self-service options on the internet. Most of them are tuned into the latest trends, whether it be cellphones, IT products, designer wear, music, movies, furnishings, artwork or cars. A high concentration of affluent customers occupy executive, managerial, administrative and professional positions. Software such as Microsoft Word, Excel and Outlook Express are commonly used. They find word-of-mouth referrals from friends and colleagues extremely important when making purchase decisions. Nevertheless, “keeping up with the Joneses” is also an important purchase motivator.
|
Customers in the 17 to 40-year-old age
bracket are very fond of Web surfing and chatting. They also use ATMs and
various self-service options on the internet. Most of them are tuned into
the latest trends, whether it be cellphones, IT products, designer wear,
music, movies, furnishings, artwork or cars |
Most of the nouveau riche are well-educated and possess excellent communication and social engineering skills. A large majority of the affluent younger generation study in private schools. Going abroad for higher studies is also quite common. The 13 to 28-year-old generation living in posh locales want to be seen and treated differently from others. A burning desire to ape the West is also quite apparent. The 30 to 43-year-old customer, however, is more involved in intellectual pursuits such as visiting museums and art exhibitions. Today, many IT professionals, writers, designers and owners of virtual companies work from home (telecommute). They prefer “home-deliveries” and indulge in online banking, shopping and reservations.
Keeping in mind this basic understanding of the elite consumer in Pakistan, all customer interactions can be managed effectively and efficiently by any company. A strong e-support system and high-quality advertising are two essential tools that can facilitate meaningful interactions with the customer. Designing an e-support system that conforms to the lifestyles and preferences of affluent customers is imperative. In light of the Pakistani scenario, an e-support system should embody a next-generation (nexgen) website design with a detailed section for frequently asked questions (FAQs). It could also make good use of Flash e-marketing.
According to Web design gurus, a nexgen website is meant for all those desiring a “memorable surfing experience”. Therefore, its design is based on the infotainment philosophy. Infotainment-based websites, promos, interactives or commercials are primarily geared at providing information to customers or prospects in an entertaining manner. The Pepsi World website does just this. It is entertaining, informative and used as a tool to create a strong bond with Pepsi’s diehard fan base. The homepage features an attractive Flash-based navigation system. The promotions section features different Pepsi contests and sweepstakes. One of the most popular contests is the Pepsi Fantasy Racing Contest. The website’s Product Ingredients section includes ingredient facts, Pepsi product information and details about other Pepsi brands. The Pepsi virtual cafe consists of interesting online games and quizzes. Surfers can watch different Pepsi TV ads in a nexgen interface on the TV Ads page. Last but not least, surfers can download cool screensavers and wallpapers from the site.
| The most important aspect of designing an
FAQ section is that the questions must be based upon customers’ patterns of
requests. A company has to understand and perhaps even pre-emptively
anticipate problems or difficulties that a customer might face. |
Nexgen websites have the ability to make surfers “keep coming back for more” due to non-conformist appeal and customer-driven information. They also encompass important news, ads and promos about the company, its products and services. They are normally bookmarked by repeat visitors and attract an even wider audience of prospective customers. The revamped Mobilink GSM website has all these characteristics. However, the Flash version could have been more “nexgen”.
The fastest way to increase customer satisfaction and cultivate better relations with customers is to empower them to find the answers they need. This is easily done with a detailed FAQ section. In this way, they don’t have to wait on the phone, visit the company, or submit a support ticket and wait for a response. The cost of answering customer queries online is less than one-tenth that of answering them over the telephone. In addition, not all companies can afford to staff a conventional customer service desk through three shifts everyday.
CRM experts believe that online customer support scales itself according to demand without human intervention. Therefore, the support it provides is more consistent and not bound by human temperament. According to a research study, approximately 45 per cent of Pakistani front desk staff have unpleasant facial expressions, limited product knowledge, poor communication skills and a permanently engrained “I can’t” attitude. The research also indicates that approximately 65 per cent of sales, marketing and customer relationship executives are least interested in adding value to customer experience. Their “pass it off” attitude generates a negative image for the company. For CRM to prosper in Pakistan, companies need considerable time, money and effort to train staff and promote a culture based on customer service excellence (CSE). On the other hand, an effective FAQ system can relieve the front-line staff from answering routine queries and concentrate on more productive and strategic issues. Therefore, access to the FAQ section should be obvious on the homepage.
The most important aspect of designing an FAQ section is that the questions must be based upon customers’ patterns of requests. A company has to understand and perhaps even pre-emptively anticipate problems or difficulties that a customer might face. An effective FAQ section should be specifically designed around the pattern of requests or queries made by customers and reflect that in the solutions provided. The Air Blue website has a detailed FAQ section accessible from the About Us link. The questions have been developed from different patterns of requests relating to topics such as online reservations, member rewards, frequent flyer program, e-mail subscriptions, privacy and contacting the company.
An e-support system is not about fancy designing and Flash gizmo. It is about proper presentation of information that is useful, comprehensive, current, reliable and accurate. The TCS website contains relevant, concise and precise information. Many people consider it to be one of the best e-support sites in Pakistan. Its support page features links to the FAQ, Contact via e-mail, Live Chat and Contact Us sections. The elaborate FAQ section endeavours to resolve most technical issues, from shipment and payment to order tracking. The website’s design is simple yet sophisticated. On the other extreme, the website for local designer Maria B has a swanky look that incorporates impressive fashion photography. Both Flash and HTML versions have a consistent design and layout. (The site seems to be based on Yigal Azrouel’s mouse-controlled website – a masterpiece in Flash design). However, the FAQ, E-shop and Collection sections of the website have been under construction since 2004. Customers au courant with the latest fashions need their regular dose of couture information. Unfortunately, the website provides no e-support to customers in this regard.
Telenor’s nexgen website has a Flash-HTML hybrid structure. However, the firm really needs to work on its FAQ section to reap the benefits of an e-support system. As for their competitors, there are seem to be no visible signs of an FAQ section on Warid Telecom’s hybrid website. In fact, most mobile phone service providers have not yet realised the potential of customer-centric FAQs.
The Pearl Continental website offers up an elegant hybrid design with an excellent colour scheme. The information about different Pearl Continental hotels in Pakistan is very well organised (in terms of features such as rooms, restaurants, services and programmes) and is supported by attractive photographs. The Flash animations appearing in the mastheads are straightforward yet elegant. With the addition of a rich FAQ section, this site can become a benchmark for e-support. Moreover, Virtual Tours can be incorporated in the website to further enhance its appeal.
Flash e-marketing tools including Flash-based promos, interactives and newsletters can really forge lasting relations with customers, especially with the Generation X population. Flash-based artwork designed along the lines of Balthaser Studios can create a lasting impact. This website introduced the concept of MTV-style active Web content. The striking backgrounds, the exceptional content writing, the upbeat music and the auto-navigation system accentuate its “nexgen” feel. Such tools can create environments that are user-friendly and sophisticated in both content and design. Properly managed, CRM strategies such as e-support will go a long way in allowing customers to make informed decisions. After all, catering to a customer’s interests and sensibilities is a sure-fire way to succeed in any business.
|
