Custom的er Relationship Management on the Web.pptVIP

Dirty Little Secret about the Web Browser to buyer ratios are unimpressive Only 2.7% of visitors from an e-commerce site ever return to buy again Limited understanding of how to employ the new technologies to improve conversion and repeat business rates 72% of companies surveyed, when asked “How they plan to use information they have assembled on customers” reveal they “don’t use the data”( Forrester Research E.Biz 1999) Too few of the discoverers of the new technologies focus on the technology as the solution. Buzz words don’t create sales and lasting businesses. CUSTOMERS DO. CRM on the Web Analog CRM was our “training ground.” Direct marketing was defined as “creating customer interaction and prompting action.” Digital world has brought increased speed, accountability and customization; making one to one marketing a reality. Power is truly shifting to customers. Those shifts carry rewards for clever marketers of brands. Now there is full horizontal opportunity to link sales, channels and care. Customers Want and Need Media Choice No customers are single-media users. CRM on the Web must be a complement to other brand-true media communications. Web brands are best built with media variety; using customers’ full range of touchpoints - 360o branding. Advertising Media Used by Local Businesses U.S.-wide Customers Bring Their Prior Experiences of a Brand to the Web Global brands need a consistent face - from continent to continent. Local brands can expand more quickly than ever before. “The information highway starts in Taiwan.” teaser billboard posted at Queens Midtown Tunnel, NYC. Internet Traffic by Domain Type Customer Service Needs to be Customer Responsive Establishing a relationship and gaining customer feedback needs to be high-tech and high-touch. Emerging flexible communities are causing an increase in “self help” (“community help”). What is the Most Important Way to Interact With a Customer? What Percentage of Customer Inquiries is Answered With