Written in 2008; 6,303 words; 6 sources; MLA; $ 147.95
Paper Summary:
This paper details a marketing plan to provide a framework for migrating customers from personal service to web-based self-service to both reduce costs while increasing the level of responsiveness and generating higher levels of loyalty from customers. It looks at how web-based self-service has proven to be a viable alternative versus large-scale expansion of call centers, freeing up technical support and services personnel to work on more complex customer problems. It also examines how providing customers with multiple avenues to gain support over the Internet through a web-based self-service site on a 24/7 basis, regardless of their location globally, has major competitive advantages long-term.
Outline:
Executive Summary
Overall Business Objectives
Specific Marketing Objectives
Business Situation/SWOT Analysis
Marketing Problems and Opportunities
Identification of Target Market/Market Segments
Marketing Action Plans
Integrated Marketing Communications
Testing Plans
Evaluation Techniques
Implementation Timetable
From the Paper:
"Project management of the web-based self-service initiative relies on a cross-functional team that will work through the entire New Product Development and Introduction (NPDI) process. This process includes defining the initial functional specifications of the website, then fine-tuning them through a series of meeting with Customer Advisory Councils with a representative set of customers. As part of the resource availability and allocation of personnel internally, there needs to be specific efforts made to create these advisory councils who will act as the Voice of the Customer (VoC) inputs into the website process. It is essential that each functional area of the organization also be included in this cross-functional team, and that they have the opportunity to learn through VoC programs what can be best done to meet customers' unmet needs. "
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