Turning Content, Consumers, and Competitors into Competitive Advantage

Strategic Planning For Internet Marketing — Chicago, IL

September 23rd, 1998

Seminar by

Birdseye strives to find new and innovative ways to help consumers plan tonight’s dinner (our primary marketing objective). To this end, we’ve taken some common online marketing strategies — content aggregation, virtual communities, and personalization — and applied them in rather unconventional (and, we’re happy to say, successful) ways.

We’ll discuss how we:

  • aggregate content through our Worldwide Recipe Search Engine
  • personalize content through our Personal Recipe Box and Personal Shopping List
  • create virtual communities through our Recipe Exchange and newsgroups

“Killer” Customer Service: Case Studies and Best Practices

Inc. Magazine's Customer Service Strategies — San Francisco, CA

April 30th, 1998

Seminar by

What makes for an effective online customer service presence? We’ll answer this important question by giving you a tour of some of the best (and worst) practices in online customer service. A number of successful online customer service centers will be closely examined, as we analyze in detail the characteristics of their success. We’ll illustrate exactly how these companies are creating satisfied customers and reducing operational costs, using “killer” customer service techniques and strategies like:

  • Auto-response email
  • Email newsletters and announcements
  • Frequently Asked Questions (FAQs)
  • High-powered search engines
  • Personalization (of both Web pages and email messages)
  • Discussion groups
  • Ties to corporate systems

Online Shopping Technologies

Internet World Chile — Santiago, Chile

October 9th, 1997

Seminar by

One-To-One Marketing to the Extreme: Personalizing Your Site To Each User

Value-Added Marketing on the Internet — San Francisco, CA

April 28th, 1997

Seminar by

World Wide Web marketing is about one-to-one marketing of value-added services and information to the Internet user. One can market on the Internet most effectively by catering to the individual through customization. A number of high-profile companies on the Web are offering such “personalized” web sites, including InfoSeek (“InfoSeek Personal”), Ziff-Davis (“Personal View”), Bank of America (“Build Your Own Bank”), Amazon.com (“Personal Notification Service”), Netscape (“My Page”), and Microsoft Network (“Custom Start Page”), to name a few.

Personalizing your web site to each user gives you the opportunity to deliver a tailored message to an infinite number of target markets. Your web site can change based on the user’s buying and surfing habits, his past usage of your site, his demographics, his relationship to your company, and a multitude of other attributes which you could collect from your users online or cull from your corporate legacy databases. For example, imagine a customer who is surfing an online computer catalog and purchases a pack of floppy disks. Two weeks later he returns to the site and finds that floppy disks are “On Sale” that week. What he doesn’t realize is that he is the only person receiving the sale price, based on his recent purchasing patterns.

This type of “mass customization” makes a user’s visit more efficient and productive, thus saving him time and money. It encourages customer self-service. By catering to individual needs on a personal level, you foster self-reliance and lower support costs. Personalization also makes it possible to track visitors and correlate web site usage data with customer profiles. So not only does such a strategy allow you to do targeted value-added marketing, but also the user profiles and patterns that you collect will provide invaluable data for your marketing departments!

This in-depth, half-day workshop, is specifically designed for non-technical marketing and customer service professionals. We will:

  • Explore basic concepts, terms, practices, and directions
  • Examine closely a number of successful personalized web sites and analyze, in detail, the characteristics of their success
  • Illustrate exactly how these companies are creating a personalized experience for each user, thus creating satisfied
    customers and ultimately reducing costs, and most importantly…
  • Show you how to apply these techniques to your own online marketing and sales venture
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“Killer” Customer Service over the Internet

Internet Strategies for Customer Service and Support — Atlanta, GA

March 20th, 1997

Workshop by

This is the workshop you’ve been waiting for – a LIVE Internet connection
so you can see what the buzz is all about, while an expert in Internet-based
customer service explains what it all means! Customer service departments looking to “get on the Net” need to prepare for the opportunities, pitfalls,
and competitive market niches that are being created in Cyberspace.

This in-depth, half-day workshop specifically designed for non-technical
customer service professionals prepares you to more fully participate in the marketplace. Basic concepts, terms, practices, and directions will be clearly defined and demonstrated. A number of successful online customer service centers will be closely examined, as we analyze in detail the characteristics of their success. We’ll illustrate exactly how these companies are creating satisfied customers and reducing operational costs. And most importantly, you’ll learn in this interactive workshop how to apply those techniques to your own online customer service venture. Demonstrations and discussions will include:

Get a jump on your competition and get the solid foundation you need to succeed in this exciting new customer service venue by joining us for this one-of-a-kind workshop!

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Strategies for Streamlining Online Customer Service

Internet Strategies for Customer Service and Support — Atlanta, GA

March 19th, 1997

Seminar by

How can you get the most out of your online customer service? This extraordinary presentation will demonstrate a combination of both automated and self-regulating methods for providing customer service online. You will discover that you can significantly reduce your staffing costs with these techniques :

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“Killer” Customer Service over the Internet

Internet Strategies for Customer Service and Support — Chicago, IL

October 2nd, 1996

Workshop by

This is the workshop you’ve been waiting for – a LIVE Internet connection
so you can see what the buzz is all about, while an expert in Internet-based
customer service explains what it all means! Customer service departments
looking to “get on the Net” need to prepare for the opportunities, pitfalls,
and competitive market niches that are being created in Cyberspace.

This in-depth, half-day workshop specifically designed for non-technical
customer service professionals prepares you to more fully participate in
the marketplace. Basic concepts, terms, practices, and directions will be
clearly defined and demonstrated. A number of successful online customer
service centers will be closely examined, as we analyze in detail the characteristics
of their success. We’ll illustrate exactly how these companies are creating
satisfied customizers and reducing operational costs. And most importantly,
you’ll learn in this interactive workshop how to apply those techniques
to your own online customer service venture. Demonstrations and discussions
will include:

Get a jump on your competition and get the solid foundation you need to
succeed in this exciting new customer service venue by joining us for this
one-of-a-kind workshop!

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Strategies for Streamlining Online Customer Service

Internet Strategies for Customer Service and Support — Chicago, IL

September 30th, 1996

Seminar by

How can you get the most out of your online customer service? This extraordinary presentation will demonstrate a combination of both automated and self-regulating methods for providing customer service online. You will discover that you can significantly reduce your staffing costs with these techniques:

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