an it consultancy for todays reality canadian association of movers annual conference generating...
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an IT consultancy for today’s
reality
Canadian Association of Movers
Annual Conference
Generating Customer Value Online
December 4th, 2007
Agenda1. Market Demographics; Achieving Success Online2. Customer Relationship Interaction Model3. Search Engines: SEO vs. SEM4. Moving Industry Today: Site Functions to
Actions5. New Ideas6. Understanding Visitors7. Moving Industry Online Trends8. Summary, Q & A
Does the Web matter to Moving biz?Internet Demographics Today Two thirds of all Canadians are online1. Residential: Higher income families more likely
online, (90% of $75K+)2
Corporate: 85% of Businesses are connected via high speed1
90% of users aged 18-54 surveyed would use internet 1st to research products, (2005)3
Residential and Corporate Moving Customers highly likely to research Movers online4
Bottom Line – Your customers will find you and judge you online.
Achieving Success OnlinePurpose of the Movers/Van Lines Website: Marketing Facilitate Sales Customer Care
Ultimately, to drive Lead Generation & Provide Customer Service…
Objectives Today to Answer: What is the Moving industry doing today? Trends? How a mover can distinguish itself Online? What can the Mover do Online (Corp website or elsewhere)
to drive sales?
Customer Relationship Model
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In the Moving Industry today, how are online capabilities used to support these activities?
How can these capabilities be leveraged to increase sales and customer satisfaction?
The Customer Needs… The Mover/Van Line…Locate to find you must be discoverable/accessible
Navigate to access relevent information must be navigable
Trust to gain confidence in you must establish reputation/demonstrate credibility
Learn to be educated, assisted, interestedshould deliver value by educating the customer, facilitating their move, and stimulating contact
Connect to contact you must facilitate connection, (email, online, phone, other)
Interact to work with you
must close the sale (onsite inspection, negotiate)
must provide post-sale/pre-move support
should provide some online interaction capabilities, (always available, inexpensive interaction)
Recommend to remember you favourably, (referrals, repeat business)
must ensure satisfaction
How Will They Find You Online? Internet Search
Intentional name search or generic search (SE) Independent Service Directories
Public Service/Paid, Printed or Online Banners (PPC) or 3rd Party Hosted Links Direct Marketing
Mining the MLS, directing customer to website Conventional Marketing/Traditional
Channels Drive prospects to website by broadcasting URL
A Little About Search Engines Search Engines
Market Share How Do They Rank Results?
Search Engine Optimization (SEO) vs. Search Engine Marketing (SEM) Improving Placement/Click-throughs “Free” vs. Paid Traffic: All About Control
Bottom Line: Just because they can find you, doesn’t mean they’ll stay…
SE Market Share
Ask 4.5AOL 4.5
MSN 11.3
Yahoo 23.3 Google 56.5
Search Engine Marketwatch6 (Sept, 2007)
Site Functions: Locate SEO / SEM Other Paid Online Marketing
Generalist Directories (eg: yellowpages.ca) Professional Service Directories (eg:
move.ca/gopro) Geo Directories (eg: foundlocally.com)
Links on related 3rd party sites eg: Special Offers on Real Estate site Online Redeemable Coupons at 3rd Party Website Increases SE traffic, as well…
Site Functions: Navigate Clear Presentation of Offerings Layout/Structure Sitemap Prominent Gadgets/Helpers Bilingual Content Local Search
Bottom Line: All “web 1.0” functions, but focus here, first…
Site Functions: Trust About Us/Executive Message/Mission Statement Branding Consistency Blog (Web Log)/Company News Testimonials “Know Your Rights” Co-branding Professional Associations: Membership/links Electronic Seal of Approval Privacy Policy (PIPEDA) Arbitration/Claims Process
Reputation online = “on-the-line”
Bottom Line: Build respect and credibility online with visitor.
Site Functions: EducateContent-Based
Frequently Asked Questions (FAQs) Glossary of Industry Terms Moving Tips How-to Videos Room Packing Guides Move Planning Moving Options Special, LD, or Intl Move Considerations Static Online Forms (PDF/HTML)
Site Functions: FacilitateDynamic/Interactive Tools
Dynamic Content Moving Planner/Calendar/Scheduler Interactive Forms Calculators
Packing Materials Calculator, Weight/Volume Calculator e-Cards "We're Moving...“
Bottom Line: Make the customer’s life easier…
Industry Site Functions: MotivateValue-Added Functions
Freebees: “Free Moving Starter Kit” Related 3rd Party Service Coupons Links to Affiliates & Programs Cross-sell Company-owned Associated Services Add value by improving proposition !
Bottom Line: Educate+Facilitate+Motivate= Added Value (~trust,
gratitude)
Industry Site Functions: Connect Find a Branch/Local Agent function
Pick an Agent, or let us suggest... Map Links to Agent/Branch Locations Email Links Phone #s “Free” Quote Request Functions
Bottom Line: Key Motivating Factor for Contact = Trust.
Site Functions: InteractPromote:
Payment options Credit Card relationships Financing/delayed payment options
Post Sales Service: Login to account; move details; some
interactions
Bottom Line: Interaction opportunities remain in this area.
3rd Party Quote Request FacilitiesWho Are they? moving.com
Partnered with AMSA to provide a Quote Facility Compare or request quote from any/all; 6 featured, but
pick your own… Other US: 123movers.com, movesource.com
incl. online estimate move.ca (go-pro; generic contractor req form) moveit.ca vanlines.ca (IMF) canadianmovers.ca & usamovers.com (Netherlands)
6 movers per geo, $6 / lead (via fax or email)
Site Functions: RecommendPost-Move Service: Online Claims Form Satisfaction Survey/Follow-up Mine for Testimonials Importance of Customer Service
Bottom Line: Just because there isn’t a damage claim, doesn’t mean a satisfied
customer…
Site Functions: IdeasLocate/Motivate 3rd Party Linking Opportunities/Relationships/Programs
eg: Real Estate Sites – few offer Mover/CAM links
Connect Call Me Know, Chat Now No Association-certified Quote Request Facility in Canada
Trust Publishing Approval Metrics, (corp or association-published) Online Calendar/Scheduler (alerts, notices, links to relevant
content) 3rd Party Studies: Hidden Costs of a Cheap Move? No Secured Online Seal for Moving Industry in Canada
Site Functions: IdeasEducate/Facilitate/Motivate Site “Moving Wizards”, (interactive survey) Provide a “MyMove” Facility, (online profiling) Promotions/Contests: Win your move for free… Articles stressing damages due to self-packed goods, (a
major trouble area)
Recommend Refer a friend function - Free gift?
Bottom Line: Many opportunities remain in this area.
Understand your Visitor: Hidden GoldEvaluate:
Site Traffic One-page hits Visitor duration Referring URLs Track contact conversions
Quote requests Email (form-based) Online Ref# for a discount, gift
Search Log Look at what users are searching for… and provide it!
Bottom Line: Need to close the loop on Online successes.
Online Trends in the Moving IndustryEvolution of Moving Portals (Value-Aggregators)
move.com 360
O coverage on the “move event” – one stop shopping Affiliations
real estate, insurance, mortgage companies, credit reports, school reports, salary reports, city reports, movers (via moving.com) others…
Coupons and discounts for 3rd party services, (redeem online=direct links)
moving.com Fast moving quotes, in partnership with AMSA Moving quiz, move type comparisons, many resources
move.ca Quick quote links to paid subscribers Part of Go Pro Network (services portals)
Real Estate to Cleaning to Plumbing to Moving
About rational eyes Inc.
rational eyes is a value-driven IT consulting firm specializing in online consulting and development services, headquartered in Markham, Ontario.
rational eyes delivers strategy, project management, analysis, and development to optimize customers investments in IT and Online solutions across the entire solution lifecycle.
Through its four key value propositions: Application Development, Strategic Services, Risk Mitigation, and Content Services rational eyes has assisted medium and large customers in financial services, retail, and information technology, and other industries.
Carl Visentin is a founding partner and President of rational eyes Inc.
rational eyes: "It's what we do, and how we do it"
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