| 2.3.2.2 Site
The Web Site is primarily the company–customer interface, the prime source of customer experience and therefore the most important communication element of E-Commerce. Hence the Web site is the functional platform of communication, interaction and transaction with the Web customer (Constantinides, 2002)
The main objectives and tasks of web site depending on defined strategic role include:
• communicating and promoting the E-business image, labels and products/services;
• providing company information to customers and stakeholders;
• effectively communicating the firm physical or virtual promotional activities;
• providing customer service and helpdesk functionality in order to enhance the customer loyalty and retention;
• providing sales leads and customer/market data;
• allowing customers to communicate and interact with the company as well as creating online content;
• allowing direct sales and facilitating online payments (transactional sites).
2.3.2.3 Synergy
Synergy is viewed as the integrating processes necessary for realising the virtual organisation’s objectives. Such synergies can develop between the virtual and the physical organisation as well as between the virtual organisation and third parties (Constantinides, 2002).
Synergy highlights a wide range of issues classified into three main elements: the front office, the back office and the third parties.
Front Office synergy refers to the conventional corporate communication and distribution strategies. The Front Office element underlines the need to examine and identify ways that would facilitate the full integration of the Web operation into the company’s communication plan, corporate style as well as the existing physical retail channels.
The Back Office synergy includes a wide set of issues:
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the integration of E-Commerce physical support activities (customer service, order processing, fulfilment and reverse logistics) into the existing organisational processes;
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legacy integration; Integration of online activities into the existing Information Infrastructure
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integration of the online operation into the company’s value system (Porter 1980)
The Third parties Synergy embraces the co-operation with Internet partners outside the organisation and its value system. This networking aim at strengthening the competitive position of virtual organisations and the network must be seen as complementary to the traditional promotional activities. Examples of partners for online synergies are: Search engines and Web directories, Affiliate networks and online advertising.
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