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How E-Commerce Is Transforming Customer Service - On-line OrderingThe volume of orders customers submit over the web is significantly increasing. Improved integration between the Internet and MIS systems is automating many of the everyday tasks of customer service representatives In a traditional order workflow, the customer sends the order specifications to the customer service representative (CSR) via courier, fax, email, or FTP. Often the customer does not provide all of the information needed to produce the job. When this occurs, the CSR or sales representative must contact the customer to get the missing information. The CSR then keys this information into the business-management system order-entry module and produces a job ticket. In an E-Commerce strategy, printers provide their customers with a web-enabled order form that the customers complete over the Internet. The printer designs the order form to guide the customer through the necessary job information using prompts, pull-down option lists, check boxes, and required fields. The customer enters the order information over the web, attaches the copy files, and submits it to the printer. After the customer sends the order information, the integrated E-Commerce system automatically places it into the order queue. Once the order is received, several different E-Commerce workflows may occur, depending on the organization, the customer, and the type of printing produced. In a JDF environment, Internet orders placed by the customer can be automatically transmitted directly to digital prepress equipment or presses without any CSR interaction. While in other environments, the CSR may review and approve the new order in the computer before releasing the order into the business-management system. Customers will become more empowered to place, track, and manage their orders with lesser assistance from the printer. Rather than passing information from the customer to the CSR and back to the customer, the customer is be able to resolve inquiries at the click of a button; 24/7. Many of the CSR's daily responsibilities are shifting to the hands of the customer. As these tasks transfer to the customer, customer service representatives will be faced with greater challenges. The CSR will become more of a technical sales consultant. Their responsibility will include advising customers on how to properly prepare files, troubleshooting jobs that don't advance into the JDF workflow, and preserving personal relationships with customers through consultative services.
Craig L. Press is president of Profectus, Inc, a national consultancy that helps printing organizations implement best business practices and maximize the value of their information technology investments. www.profectus.com Phone: 1-888-868-8662 |
