Logging onto a website should be thought of by marketers as something akin to engaging in a service provided by a business. It appears to me (as a seasoned internet user) that many businesses are not in this frame of mind and think of a website as a relatively pointless part of the marketing mix that exists simply to point the consumer towards their 'actual' business. The accessibility, functionality and reliability of the service (website) is key to the positioning of the business or brand in the consumer's mind. In modern times, a company's website will generally be the first touch-point that a consumer accesses. This means marketers need to start engaging consumers as soon as their webpage appears on-screen by delivering a memorable and interactive online experience (this is where the service nature of websites comes into play).
Marketers should, therefore, be utilising service frameworks such as SERVQUAL, and more specifically E-SERVQUAL when developing and assessing websites.
SERVQUAL is a marketing framework which is characterised by the following components:
1. Tangibles - physical appearance of facilities/communications
2. Reliability - ability to perform dependably and accurately
3. Responsiveness - willingness to help customers and deliver service promptly
4. Assurance - knowledge and courtesy coupled with an ability to convey trust and confidence, and;
5. Empathy - ability to provide caring, individualised attention to the consumer
E-SERVQUAL is an extension of this framework which was developed in contemporary times to cater more specifically to services provided by e-commerce and other business websites. The dimensions of E-SERVQUAL are as follows:
1. Efficiency - ease with which customers can get to the website, search for information and transact as required
2. Fulfilment - accuracy of service promises
3. Reliability - technical functioning of the site (inc availability and performance)
4. Privacy - assurance that shopping behaviour information and credit card details are secure
5. Responsiveness - ability of e-tailers to provide support information when requested
6. Compensation - facilities for refunds, returns and return costs
7. Contact - whether the customer is able to talk to a live service agent online
These two frameworks, although a little detailed and somewhat confusing at first have hugely helped me further my knowledge in the field of online customer service delivery and online customer experience. I should mention also that the latter is another key component of the website audit that I am extremely involved in right now, speaking of which, I should probably get back to that! Peace and Love xx
Ps. This website is amazing! Check it out for an example of the best of the best in terms of online customer service delivery.
BeautyBar.com (www.beautybar.com)
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