Figure 2.3 Internet Value Chain: Customer Relations
Marketing and product Sales and Distribution Support and customer
Research feedback
internet
capability
Access to customer com-ments on-line
More staff in contact with customers
Immediate response to customer problems
Reaches new customer
Lower cost distribution method
Multiplies contact at no incremental cost
Data for market research
Establish consumer response to new product
Environmen-tal scanning
Benefit to company
Increased lower cost margins enhanced customer
market share satisfaction
Opportunity
for advantage
Source: Internet Value Chain: Customer Relations (Cronin 1995, p. 61)
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