E-commerce COM380 E-commerce Lecture 8 E-customer relations management

E-commerce COM380

E-commerce

Lecture 8

E-customer relations management

E-commerce COM380

E-commerce

Objectives

By the end of the lecture students should: – Appreciate the different methods of acquiring

customers via electronic media

– Appreciate different buyer behaviour amongst online customers

– Understand the techniques for retaining customers

– Understand the techniques for cross and up-selling via new media

E-commerce COM380

E-commerce

E-crm• Customer acquisition• Retention• Service quality• Customer extension• Customer selection

E-commerce COM380

E-commerce

E-crm

• Permission marketing

• Interruption marketing

E-commerce COM380

E-crm

Customer acquisition management

• Customer profile• Customer Identification• Customer Differentiation• Customer Interaction• Customer Communications

E-commerce COM380

E-crm

Marketing communications

• Online marketing

• Offline marketing

• Search engines

• Directories

E-commerce COM380

E-crm

Marketing communications

• Meta tags

• Reciprocal links

• Affiliated networks

• Viral marketing

E-commerce COM380

E-crm

Marketing communications• Banner advertising

– Deliver content – Enable transaction– Shape attitudes– Solicit response– Encourage retention

E-commerce COM380

E-crm

Marketing communications

• Banner advertising– Static

– Animated

– Interactive

– Rich media

E-commerce COM380

E-crm

Marketing communications

• Buying advertising– Purchasing on a site

– Purchasing at a particular time of day or week

– Buying a keyword-based advert on a portal

E-commerce COM380

E-crm

Marketing communications

• Buying advertising– Reach

– Recognition

– Clickthrough

– Traffic quantity

– Traffic quality

– Cost

E-commerce COM380

E-crm

Management issues• Offline marketing communications

• Traffic building techniques

E-commerce COM380

E-crm

Management issues• Key online buyer activities

• Mixed-mode buying

• Increasing speed

• Reduced costs

E-commerce COM380

E-crm

Management issues• Online buying process

– Directed information seekers– Undirected information seekers

E-commerce COM380

E-crm

Management issues• Searching behaviours

– Directed buyers– Bargain hunters– Entertainment seekers

E-commerce COM380

E-crm

Management issues• Buyer behaviour

– Market structure– Nature of the buying unit– Type of purchase

– Type of buying decision– Communications differences

E-commerce COM380

E-crm

Management issues– Customer retention

– Personalisation

– Mass customisation

E-commerce COM380

E-crm

Management issues• Collaborative filtering

– Customer preferences – Date or time – Particular events– Location

E-commerce COM380

E-crm

Management issues• Creating personalisation– Extranets – Opt-in e-mail

E-commerce COM380

E-crm

Management issues• Online communities– Purpose – Position – Interest – Profession

E-commerce COM380

E-crm

Management issues• Online communities– Empty communities – Silent communities – Critical communities

E-commerce COM380

E-crm

E-commerce service quality• Poor service experience

– Poor access to the right person

– Unaccommodating

– Rude employees

– Slow to respond

E-commerce COM380

E-crm

E-commerce service quality• Assess service experience

– Tangibles

– Reliability

– Assurance

– Empathy

E-commerce COM380

E-crm

E-commerce service quality• Customer extension

– Lifetime value (LTV)

– Customer extension

– Share of customer

– Product evaluation

E-commerce COM380

E-crm

Technology solutions• For CRM– Type of applications– Integration– Choice of single-vendor solutions

E-commerce COM380

Introduction to E-commerce

Objectives– Appreciate the different methods of acquiring

customers via electronic media– Appreciate different buyer behaviour amongst

online customers– Understand the techniques for retaining

customers– Understand the techniques for cross and up-

selling via new media