Chapter 8.pptVIP

* * * * * * Figure 9.11 E-mail response figures Source: Epsilon Interactive Customer retention management Has two distinct goals To retain customers of the organization To keep customers using the online channel Personalization Mass Customization Both can be used to tailor information Use opt-in email to deliver information , add value to the product and remind customer about it. Use dynamic variables such as: Customer preferences The date or time Particular events The location Online Communities A customer-to-customer interaction delivered via e-mail groups, web-based discussion forums or chat Choices of developing community for B2C Purpose Position Interest Profession Customer extension Deepening the relationship with the customer through increased interaction and product transactions Customer extension Advanced online segmentation Identify customer lifecycle groups Identify customer profile characteristics Identify behavior in response and purchase Identify multi-channel behavior Tone and style preference Figure 9.16 Customer lifecycle segmentation Types of CRM applications Ideal CRM system will support multi-channel communications or the customer preferred channel Figure 9.18 An overview of the components of CRM technologies Summary The objective is to increase customer loyalty in order to increase profitability. CRM aimed to improve customer service at every level. Marketing communication focuses on acquisition-retention-extension customers. This include the use of traditional mass-media technique and specialized online techniques. Tutorial 8 Define e-CRM. Describe the concepts of personalization and mass customization. How these two concepts can benefit an online enterprise. Describe a technique that can be used to retain customers. Why customer loyalty is importance to online businesses? References Google Image, accessed on 13 April 2011. Chaffey, D., (2007, 2009), E-Business and e-Commerce Management, 3rd and 4th Edition, Prentice Hall. * * * * * * *