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)
END OF CHAPTER 6
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
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
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.
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.
"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:
Other related sites
"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:
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
Appropriate Incentives are needed to achieve click-through.
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)
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.
Email is used to transmit a promotional message to another potential customer. (C2C).
Suggestions to make a viral campaign effective:
Creative Material: Ensure creativity! "The viral agent"
Seeding: Spread the virus!
Tracking: Monitor its effect
Know All the Communication tools used to improve online presence