E-Service

The Web has made the concept of "competitive edge" into a virtual anachronism. Location means little, and vendors can routinely beat each other's prices and offerings at a moment's notice. So how can an e-business differentiate itself? How can it stop fickle surfers in their tracks and turn them into loyal buyers'

The answer is service, tailored uniquely to the Web. And no one knows more about that crucial subject than service guru Ron Zemke and Tom Connellan, who shared in bringing the world "Knock Your Socks Off Service." Together, they have created a detailed blueprint for companies who want to cash in long-term on the exploding Web market.

Packed with ideas and solutions that readers can implement immediately, E-Service explains how to:

• Manage the customer's psychological experience to strengthen brand image in the marketplace
• Capture the right buyers -- the ones who provide true profit -- and earn their iron-clad trust
• Recover from mistakes, using methods that not only retain at-risk customers but turn them into your best publicists
• Design home pages, order forms, and other visual elements that attract users rather than frustrate them; and more!

Contents

• 1. Remember the Klondike
  
• 2. Know Your Real Competition
  
• 3. Hockey-Stick Loyalty
  
• 4. Customer-Pleasing E-Service
  
• 5. Practice E.T.D.B.W. Thinking
  
• 6. Design for Distinction
  
• 7. Personalize the Experience
  
• 8. Think End-to-End Service
  
• 9. Encourage Human Contact
  
• 10. Make Recovery a Point of Pride
  
• 11. Plan for Retention
  
• 12. Practice Academy Award Thinking
  
• 13. Anatomy of an Award-Winning Site
  
• 14. The Future of E-Service: 10 Predictions
  
• 15. A Browser's Guide