Tuesday, March 27, 2012

Internet marketing strategy decision advice needed

Here is an opportunity for some of my classmates/colleagues to apply their IMS learning to an actual decision that my corporation needs to make. In exchange, I get the benefit of objective input from well-educated but unbiased third parties. I own a law firm, DeLuca & Associates. It is one of the highest volume consumer bankruptcy firms in the country. We have about a million dollar annual advertising budget including television and a heavy internet presence. We were discussing adding a “book your own appointment calendar” that integrates directly with a live Outlook calendar. Thereby, new clients can book their own appointments directly on the website with a continually updating calendar system that is simultaneously being used by staff to book consultations made via telephone. The concern is not so much the $25K price tag to build this functionality into the website and link it to a live calendar, but whether we would lose initial consultations by not having the human interaction. Many new clients are set up for consultations because they speak to knowledgeable staff members that alleviate their fears about the bankruptcy process and answer some basic questions. My concern is that potential new clients may not be as inclined to feel accountable for keeping their appointment when they book the appointment online as opposed to speaking with an employee. Second, we lose the additional opportunity via telephone to reiterate the value of our services and our ability to competently represent them. The upside is that it cuts down on client interactions and employee time spent on the phones. In turn, employee resources may be used in other areas. Second, it provides the potential client an additional avenue to get into our office for an appointmnt. Third, many people like the efficiency of booking the appointment right there and then instead of having to make an additional phone call. Finally, some potential clients feel uncomfortable about talking to anyone about filing for bankruptcy and the internet calendaring option provides additional privacy and comfort. The basic question is whether my firm will likely lose consultations by not having the human interaction, or will individuals be just as likely to make the appointment and keep it via online appointment calendar. Any thoughts, opinions, ideas, or suggestions are welcome. Thank you for any input. I've been going back and forth on this one for two weeks now.

4 comments:

  1. OK...I'm a big one for human interaction. In duress your client needs more than just an appointment...she needs to be comforted. The reassuring voice across the phone makes the whole process (of which the person doesn't know anything in any case) bearable.

    Of course, the other possibility is to outsource the whole phone handling process. The man-power costs are cut and human resource reallocation can be done at your end.

    I also feel that the functionality of being able to make appointments online is great but does make the process 'too informal'. Acquisition would be higher but so would be cancellations (as you fear). Vote #1 for human interaction.

    Anuj

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    1. Thank you for your response. Your opinion helped reinforce what I already believed to be the case.

      As for outsourcing, I have attempted that route. My experience was an absolute disaster. Obviously, outsourcing works in many industries. However, in areas requiring some technical understanding such as bankruptcy law, the individuals answering the phone are not capable of doing much more than take a name and a number. I will just stick with having clients submit the online requests and have them contacted via telephone. Thanks again!

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  2. Dear Anthony, Thank you for allowing us opportunity to share thoughts.

    I would want to know more about customer base. We learnt that younger more educated and higher income brackets are more savvy online, older less educated and lower income brackets not much internet users.

    I would also look at nationalities. If international group, I would be less inclined to have them go online, as non Americans may be more desperate for personal touch being so far from home and part of a bigger system that is already a challenge to deal with.

    I would have them book online but make it clear in same place where they are booking appointments that you would be delighted to hear from them should they wish to have the personal touch. In other words, provide them with the option to call. you can give them personal touch and support, and still direct them oline to book at their convenience.

    Hope this helps.

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  3. I agree with the giving them the ability to schedule an appointment online or over the phone with the option of speaking to a live representative if they would like to. Contrary to popular opinion, many individuals are always in a time-crunch because of their busy lives and prefer to be able to go online and get things done, without the desire or need to have any personal and live interaction, which in many cases is more time consuming- ie. self service online help sections of websites, ATM's , IVR(Interactive Voice Response)applicatons, online bill payments etc. Added convenience, speed and ability to have more control over the process are some of the advantages of non-live interaction.

    Give people the choice and you will enhance customer engagment and satisfaction levels- different strokes for different folks.

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