Options for replacing people

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Options for replacing people

  • Auto-responders

  • E-mail notification

  • Call-back facility

  • Frequently Asked Questions (FAQ)

  • On-site search engines

  • Virtual assistants

Stages & Methods of Managing Inbound Contacts

  • Make contact point clear

  • Use FAQ to reduce enquiries

  • Use drop down lists to categorize queries

  • Use auto responder

  • Give alternative information source


End of Chapter 5

Chapter 6: Relationship Marketing using the Internet

Elements of CRM

The Four Key Stages of Customer Relationship

Differences between relational and transactional marketing

Transactional paradigm

Relational paradigm

Market segment

Individual customer

Transaction duration



Lifetime value

Market share

Most valued customers and customer share

Mass market broadcast

Dialogue and tailored communications

Passive consumers

Empowered clients

CRM Applications:

1. Sales Force Automation

2. Customer Service Management

3. Managing the sales process

4. Campaign management

5. Analysis & Decision making contribution

CRM Data:

  • Personal and Prolife Data

  • Contact details

  • Preferences

  • Transaction Data

  • Communication Data

  • Campaign History

  • Research / Feedback / Support Queries

  • Contact reports (B2B)

Categorizing Customers: According to Value

Categorizing Customers: According to Value (Important)
Most Valuable Customers (MVC):

  • Are small portion of the total customers, contributing to the valuable profitability, normally purchasing more or accepting the higher-value product.

  • Objectives: Focus on their loyalty.

  • Strategy: focus on retention more than extension.

  • Action: Use continuity-selling programs & focus on differentiating them by value.

Most Growable Customers (MGC):

  • Show potential to become valuable, their lifetime value is lower than valuables, but they are profitable in general.

  • Objectives: Focus on their continuity of adoption.

  • Strategy: Focus on extension.

  • Action: Use cross-selling & focus on up-selling by recommendation, personalize e-mails and web offers.

Below Zero Customers (BZC):

  • Are unprofitable, those who have purchased once or never, providing very low lifetime value.

  • Objectives: Convert them into growables or minimize the investment on them.

  • Strategy: Focus on selection.

  • Action: use cross-selling & lower-cost by selling service online

E-CRM Benefits

  • Customer Development

  • Managing e-mail list quality

  • Implementing e-mail marketing

  • Data Mining

  • Personalization and customization

  • Customer service quality and multi-channel experience.

The four classic marketing activities of customer relationship management:

Select  Acquire  Retain  Extend 


A model for assessing & achieving e-marketing activities Selection, Extension, Acquisition, and Recognition.

  • Identification – can the customer be recognized for different channel contacts?

  • Individualization – Can communications and products be tailored?

  • Interaction – Are communications two-way?

  • Integration – Is there a 360 degree view of the customer?

  • Integrity – Is the relationship built on trust?

Permission Marketing

  • Customer agrees (Opt-in) to be involved in organization's marketing activities – usually as a result of an incentive.

Four words of permission marketing characterization:

  • Anticipated: Offer the prospect an incentive to volunteer.

  • Relevant: Using the attention offered by prospect to show him your product, and reinforce the incentive to ensure that prospect maintain the permission.

  • Personal: Offer additional incentives to get and increases his permission.

  • Timely: Use the permission to convert prospect into valuable customer.

Permission Marketing

Key Concepts:

  • Not interruption marketing or paused marketing

  • Not SPAM

  • Requires Opt-in incentives (online to e-mail)

  • Don't make Opt-out too easy!

  • Learning about the customer (watch, but don't ask interruptive questions)

  • Initial and continued relationship is based on incentives

Options for Mass Customization and Personalization using the Internet

Approaches to Implementing e-CRM

  • Stage 1: Attract new & existing customers to site.

    • Extend your appearance online through: Search Engines, Portals, Banners, Links

  • Stage 2: Give incentives and capture information.

    • Incentivise visitors to action: lead generation offer & sales generation offer based on web quality & credibility.

    • Capture information to maintain relationship: convert un-profited visitors to profiled potentials)

Matrix of customer touch points for collecting and updating customer-mail contact and other profile information

Approaches to implementing e-CRM (CONT.)

  • Stage 3: Maintain dialogue using online communication to encourage site visit repetition:

    • Email, Display specific information on the website, Use push technology such as RSS feeds, loyalty programs, news about products, prices, and new features, personal reminders, customer support, etc…

The extent to which different types of segmentation variables tend to be predictive of response

Approaches to implementing e-CRM (CONT.)

  • Stage 4: Maintain dialogue using offline communications to encourage site visits:

    • Use direct mail, phone calls, & personal face to face contact to encourage and inform potentials about your e-activities.

    • Educate them about the benefits they can get through their e-visit.

    • Give incentives & focus on sales promotion (discounts, coupons, awards, trials…)

The Elements of the IDIC framework

Techniques for managing customer activities & life time value LTV

  • A part of CRM strategy is to define measures which indicate activity level (purchases, frequency of use product, order, online services, web access…

  • The aim of using theses measures is to:

    • Increase number of new users weekly, monthly…

    • Increase number of active users & decrease numbers of inactive users

    • Decrease percentage of dormant users.

Techniques for managing customer activities & life time value LTV
Continued… Read Book

An example of an LTV-based segmentation plan

Figure 6.20: The relationship between service quality, customer satisfaction and loyalty. (CHECK BOOK)


Chapter 7: Online Customer Experience

  • Online customer experience = Effective online presence = Quality of content and design + communication that must deliver relevance to the target audience.

  • Online customer experience is the total combination of rational & emotional factors of using a company's online service that influences customers' perceptions of a brand online.

The online customer experience pyramid – success factors

Website Development Process

Website Prototyping

  • Prototypes are trial versions of a website that are gradually sophisticated through iterative process to become closer to the final version.

  • When using prototyping approach, company must decide whether to go with hard launch (a site is launch once fully with complete hard promotional efforts) or soft launch (a trial version of a site is launched with limited publicity).

  • If there is necessity to establish a presence rapidly, the soft launch will help in this regard.

Four Stages of Website Prototyping

Key Concepts in improving the online customer experience

  • Usability (ISO)

    • The extent to which a product can be used by specified users to achieve specified goals/tasks with effectiveness, efficiency and satisfaction in a specified context of use.

  • Accessibility

    • An approach to site design intended to accommodate site usage using different browsers and settings particularly required by the visually impaired.

    • Also helps Search engine optimisation

  • Persuasion / Conversion

    • Maximising returns from web investments through measurement and optimization using techniques including web analytics and usability studies.

Researching site users' requirements

  • Using different marketing research techniques to identify the needs, wants, preferences, and expectations of the web audience.

  • 6 Ws is useful guide that helps you in this analysis

    • Who are the key audience for the website?

    • Why should they use the site?

    • What will appeal to them?

    • What should the content of the site be?

    • Which services will be provided?

    • How will the web content be structured?

    • How will navigation around the site occurs?

    • What are the main marketing outcomes we want to achieve?

How to test Site Usability?

  • Web feeds, focus group, experts, Research sample from different segments?

  • Example:

    • Assign task for users by sending them e-mail. (find the best ticket fare in our web)

    • Identify users why access the web (by attaching the site link to the e-mail sent)

    • Make assessment of task completion to know the effectiveness (Task completion) and efficiency (task completion's time and clicks number) to judge the site usability.

Developing Customer-Oriented Content

  • Bevan (1999), suggested 9 issues to optimizing the user experience through user-centred design:

  1. Who are the important users?

  2. What is their purpose for accessing the site?

  3. How frequently they visit the site?

  4. What experience & expertise do they have?

  5. What nationality are they? And can they understand your language?

  6. What type of information they are looking for?

  7. How will they want to use the information: read it on the screen, print it, download it…?

  8. What type of browsers will they use? How fast will their communication links be?

  9. How large screen will they use with how many colours?

Design Concepts

  • Information architecture – the combination of organisation, labelling and navigation schemes constituting an information system

  • Site map – A graphical or text depiction of the relationship between different groups of content on a web site

  • Blueprints – Show the relationships between pages and other content and can be used to portray organisation, navigation, and labelling systems

  • Wireframes – Schematics – a way of illustrating the layout of an individual page or page template

Site structure diagram (blueprint) showing layout and relationship between pages

Example Wireframe for a children's toy site

Different aspects of high-quality information content of a website

Read Book About:

Narrow & Deep, Broad & Shallow Organization Schemes.



The End of Chapter 7, and the Beginning of Chapter 9

Chapter 9

Missing the Beginning

Managing & Planning SEO

  • 6 main approaches to improve the results from SEO:

      1. SE Submission

      2. Index Inclusion

      3. Key-Phrase Analysis

      4. On-Page Optimization

      5. External Linking (Page Rank)

      6. Internal link structure

Online PR

  • What is? (Two definitions)

    • The management of reputation – the planned and and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.

    • The managed process of communication between one group and another… (it) is the method of defining messages and communicating them to target audiences in order to influence a desired response.

The key areas of online PR

  1. Attracting visitors through search

  2. Engagement & Dialogue

  3. Building Campaign

  4. Defensive Crisis

  • E-PR Activities:

    • Blogs

    • RSS Feeds

    • Brand Protection or Monitoring using Social Media

    • Press Releases

Affiliate Marketing

  • What is?

"A commission-based arrangement where referring site (Publisher) receiver commission on sales or leads by merchants. Commission is usually a percentage from product sel price, or fixed amount for each sale (CPA & CPC)"

  • Options to do e-affiliate marketing:

  • Aggregators

  • Review Sites

  • Rewards Sites

  • Other related sites

Online Sponsorship

  • What is?

"The linking of a brand with related content or context for the purpose of creating awareness and strengthening brand appeal in a form that is clearly distinguishable from a banner, button or any other standardized ad unit"

  • Options to do Sponsorship:

  • B2B

  • B2C

Interactive Display Advertising

    • The term for displaying a paid advertisement on a web site, using rich media or graphics.

    • Often the advertisement will be served from a web server different from the site on which it is placed.

Making Banner Advertisements Work

  1. Appropriate Incentives are needed to achieve click-through.

  2. Creative design needs to be tested extensively. Alternative designs for the advertisement

  • Different creative designs may be needed for different sites on which advertisements are placed. (The use of the words "click here!" or "Click now" can dramatically increase click-through)

  1. Placement of different advertisement and timing need to be considered carefully.

Two types of e-mail marketing

E-mail marketing may achieve the 5Ss

  • Outbound e-mail marketing, where email campaigns are used as a form of direct marketing, sales promotion and publicity to encourage trial and purchases and as part of a CRM dialogue (Customer retention & acquisition)

  • Inbound e-mail marketing, where emails from customers such as support inquiries are managed to obtain customer data and enhance the value delivered.

Viral Marketing

  • Email is used to transmit a promotional message to another potential customer. (C2C).

  • Suggestions to make a viral campaign effective:

  1. Creative Material: Ensure creativity! "The viral agent"

  2. Seeding: Spread the virus!

  3. Tracking: Monitor its effect

Know All the Communication tools used to improve online presence

Chapters for Final: 1,2,4,5,6,7,9

End of Chapter 9


Good luck in your exams!

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Options for replacing people

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