Driving up the quality of service online. Excellent customer experience - the key to making e-commerce pay
Driving up the quality of service online. Excellent customer experience - the key to making e-commerce pay
- DOI: 10.1049/ic:20040011
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Source:
Telecommunications Quality of Service: The Business of Success (QoS 2004),
2004
p.
18 – 31
- Conference: Telecommunications Quality of Service: The Business of Success (QoS 2004)
- DOI: 10.1049/ic:20040011
- ISBN: 0 86341 393 5
- Location: London, UK
- Conference date: 2-3 March 2004
- Format: PDF
Quality of service (QoS) is more than a technical issue - at its heart is the quality of the experience actually encountered by the customer. Nowhere is this more evident than in the field of e-commerce, where the quality of an online customer's experience depends on many different factors - technical, design and emotional. The paper draws on the author's methodology as an independent e-commerce consultant, and his experience in building BT's main external Website, www.bt.com, into a full service electronic channel, (sales, service and information) for some 20 million customers. The main elements discussed include: clarity of objectives; key aspects of site design; measuring customer behaviour; measuring customer satisfaction; technical QoS issues; integration with offline activity. Throughout, examples from www.bt.com and other Websites are used to illustrate the points made. A case study of BT's approach to online customer satisfaction is included. The paper concludes that, whilst only a continuous commitment to incremental improvement (driving up QoS online) can deliver an excellent customer experience, every e-commerce site offers opportunities for improvement which can deliver a positive return on investment.
Inspec keywords: human factors; quality of service; customer satisfaction; Web design; electronic commerce
Subjects: Information networks; Financial computing
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