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Communicate often. When customers hit the one-click order button, thank them then and there for the order and reiterate what it was for. While they are reading this, send them an email repeating your thanks. Then send an email saying, Your order will be shipped on . . . Then another email: Your order was shipped by UPS with this tracking number . . . And another email a week later: Did your order arrive on time Were you satis ed with it Click Here to let us know your reaction.
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If you can t make money selling on the Web, what should you do Measure your success in other ways. This should not be total sales. Total Web sales are still a small fraction of all sales. For most catalogers, Web sales seldom exceed 15 percent of total sales. What the Web does is permit you to save some money, if you do it right. You have to have a Web site today. It is how companies are judged by customers, suppliers, and investors. You can t hide your head in the sand just because you cannot make money from your site. So build it, and keep the costs down. Then do the following things: Put lots of free information on the Web. Every company has information lying around that could be made available to customers. Magazines and newspapers have archives. Technical companies have lots of technical reference data. Travel services (hotels, resorts, airlines, travel agencies, cruise lines) have massive amounts of information about destinations: maps, weather, activities, amenities, local lore and history, tours, and so on. Put all that on the Web for free. Why Because it will save you lots of money. Encourage travelers to nd out what it is like to go to Italy by reading your Web site and looking at pictures rather than by talking to your customer service reps all day. Once they have made up their minds, they can then call a CSR to book their trip. Measure your success by reduction in calls to CSRs. Begin the year by estimating the number of incoming and outgoing calls that you expect to eld during the year. Analyze those calls. How much will they cost Why are they made Which types of call could be
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handled on the Web Then set up your Web site to answer the questions most likely to be asked of a CSR. Where is my order How do I get replacement parts What is the weather going to be like in Prague If you do this right, you will be able to save millions of dollars by shifting these calls to the Web. I worked with a travel-related rm that received more than 7 million telephone calls a year, costing it more than $48 million. This company measured its Web success by the number of these inquiries that it could get its customers to make on the Web. Each CSR call cost the company $6.50. Each Web visit cost less than $0.10. If even 10 percent of these calls could be shifted to the Web, the company could easily save millions of dollars. Some companies that have done this nd that CSR calls do not decrease, but that customers use the Web to get the information and call the CSR to close the deal. This is wonderful! Sell parts and replacements. Any established business can pro tably provide replacement parts through the Web. Look at Hoover.com, where you can nd replacement parts that are not carried in any retail store. Go to GEAppliances.com, where you can nd 50,000 parts that you can buy on the Web. Travel sites can help your travel business. Travel-related businesses can pro t from being on the Web even if they don t sell anything directly. Hotels, car rental agencies, airlines, and amusement and theme parks can bene t. I am writing this from Fort Lauderdale, Florida, where I am spending some time with my children and grandchildren. We needed a six-passenger minivan, but Hertz, Avis, Budget, National, etc. were sold out. I found a brand new minivan from Payless Auto Rental (who ever heard of that rm ) on the Web. How else would I have been able to locate such a company Publicity. Every rock star today has a personal Web site. Why Vanity Not at all. If you register at a Web site for Sheryl Crow or Madonna, you will be added to a list. When the singer s next album is released, you will probably get an email. Experts in the industry can demonstrate a relationship between emails to fans and retail store sales. Publicity on the Web can be made to pay. Sell to business customers. This is a major growth area.
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