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Once the site is established, Dell uses the tracking information to increase sales. At one point, an IS director checked networking equipment on his Dell site. He did not buy. The next week, a Dell salesperson called this IS director (based on the Web statistics) to see if she could help the IS director with his networking purchases. The basis of satisfactory customer relationships is knowledge, and the use of that knowledge for helpful communications. Without the Web visit, how would the salesperson have known that she should call on the IS director to discuss networking equipment This is effective use of the Web.
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We have been talking as if the Web facilitates marketing communications between customer and supplier, which it does. But there is another vital relationship that is also made possible by the Web. You can invite your suppliers to come behind the counter as well. In Strategic Database Marketing, I described the super service that the Marriott Hotels Web site provides to professional meeting planners. A meeting planner who logs on to this site can nd all the Marriott hotels in any given area, indexed by the services offered. When the planner picks out a hotel, she can see how many conference rooms are available and their capacity, and she can see a picture of the hotel and a map showing its location. Most of this information cannot easily be described on the telephone. When you see it on your PC in living color, you can print it out and carry it around. That is super customer service. In 12 I report that Lands End discovered that customers who lled out a personal description of their bodies were 70 percent more likely to make a purchase than other Web visitors. Getting customers involved, as the Tupperware salesman did, is the route to customer loyalty and sales. So, what should you do What is your role in the new economy Everyone who is reading this book has either customers or customers of clients who could be helped by letting them come behind the counter. What are the advantages
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Customers become more loyal if they look up what they need themselves. The costs to the supplier are lower than the costs of the traditional ordering system. You eliminate the customer service reps, the phone calls, and the manual typing of orders. Errors in ordering are reduced, since a well-designed Web site provides a picture of the product being ordered and the correct part number.
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Let s start with what we know. Every company in America has put its inventories and its technical information on computers. This has happened in the last 20 years. These data are available to company employees using PCs or mainframe terminals. In most midsized or larger companies today, authorized employees can look up almost anything and see it on a computer screen. The next step may cost some money, but it is de nitely achievable. Get a programmer to make the data on the screens available to customers through the Web. Set up a microsite that major customers can access using a PIN and a password. Make the site user-friendly, following the three-click rule: Everything that anyone would want to see on the site should be available in three clicks of a mouse. To do this, you have to think like a customer: What would I, as a customer, want to see on this site Then design the site with that in mind. Work with your customers to design the site. Make getting information and ordering very easy. Set up their accounts so that they can get information free and parts or services, which they have to pay for, with one click (see Figure 11-3 for an example). Amazon is a master at this technique. Amazon lets its customers look up all their past purchases through the Web. I have bought so many books from Amazon that I sometimes cannot remember what I have bought. In three clicks, I can nd out all the books and videos that I have ever bought from Amazon, including the prices I paid and the dates I bought them.
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