TITLE : E-SERVICE: 24 WAYS TO KEEP YOUR CUSTOMERS WHEN THE COMPETITION IS JUST A CLICK AWAY.

 
 
Acknowledgments 													vii
 
Chapter 1	Remember the Klondike     								1
 
Chapter 2	Know Your Competition-Your Real Competition 			19
 
Chapter 3	Hockey-Stick Loyalty      								35
 
Chapter 4	The Anatomy of Customer-Pleasing E-Service:
            Seven Principles, Twenty-Four Keys   					51
 
Chapter 5	Practice Easy-to-Do-Business-With Thinking    			57
              Key 1: Master the ETDBW Design Basics   				60
              Key 2: Start ETDBW below the Line of Visibility   	71
              Key 3: Make Your Systems Employee- and
            	     Customer-Friendly 								72
Chapter 6	Design for Distinction    								95
              Key 4: Put Your Personality into Every Touchpoint 	97
              Key 5: Make Emotion Part of the Memory  				101
              Key 6: Build in-and on-Security, Speed, and Easy
		              Navigation 									104
              Key 7: Communicate Trust through Design      			106
              Key 8: Build Trust from the First Click      			110
              Key 9: Think Hyperlog-Not Cyberstore    				113
 
Chapter 7	Personalize the E-Experience   							117
              Key 10: Win Their Trust First-Ask for Info Later  	129
              Key 11: Personalized E-Mail to Build Trust and
		              Credibility 									132
              Key 12: Market Live CSRs as Access to Experts Who
  	                  Can Do More than Answer Questions 			140
              Key 13: Create Community to Add Value      			146
 
Chapter 8	Deliver End-to-End Service     							149
              Key 14: Focus on Fast, Efficient Fulfillment      	158
              Key 15: Take the Paper out of the System				166
Chapter 9	Encourage Human Contact   								181
              Key 16: Make Human Contact Easy, Ample,
              			and Varied 									183
              Key 17: Understand and Manage Contact
        		      Expectations 									190
              Key 18: Hire People Who Do Text and Voice Well    	197
              Key 19: Peg E-Service Standards to Web and
		              Customer Time 								201
Chapter 10	Make Recovery a Point of Pride      					217
              Key 20: Master Service Recovery Basics  				220
              Key 21: Define Recovery from the Customer's
		              Point of View 								228
Chapter 11	Build a Retention Strategy (or, out with the
              Teflon, in with the Velcro) 							241
              Key 22: Practice Retention Planning   				242
              Key 23: Make the First Three Visits Memorable     	246
              Key 24: Use Incentives to Increase Spending  			249
Chapter 12	A Seven-Lesson Crash Course in E-Service
              Improvement 											263
Chapter 13	The Future of the Net: Take These Predictions
              to the Bank 											291
Chapter 14	Browser's Guide  										305
 
Notes 																317
Additional Resources 												323
Index 																327
About the Authors 													339