《实用电子商务英语》unit10.pptxVIP

实用电子商务英语;Learning Objects;CONTENTS;CONTENTS;Part Ⅰ Lead-in;Lead-in;Part Ⅱ Reading; Customer Relationship Management (CRM) solutions help your customers feel in control by being able to access information when, where and how they want to. The goal of CRM is to understand each customer’s specific needs and then customize a product or service to meet those needs. The idea is that a customer whose needs are being met exactly is willing to pay more for the goods or services that are meeting those needs. Although companies of all sizes can practice CRM techniques1, large companies can afford to buy and implement expensive software products that automate many of CRM’s principles. The point is that the same person requires different combinations of products and services depending on the occasion. In general, the creation of separate experiences for customers based on their behavior is called customers behavioral segmentation. When based on things that happen at a specific time or occasion, behavioral segmentation is sometimes called occasion segmentation.; In the online world it is much easier to design a single Website that meets the needs of visitors who arrive in different behavioral modes. Thus, a Website design can include all elements that appeal to different behavioral segments. Remember that a particular person might visit a particular Website at different times and might search for different interactions each time. Customizing visitor experiences to match the site usage behavior patterns of each visitor or type of visitor is called usage-based market segmentation. Researchers have begun to identify common patterns of behavior and to categorize those behavior patterns. One set of categories that marketers use today includes browsers, buyers, and shoppers. Browsers Some visitors to a company’s Website are just surfing or browsing. Websites intended to appeal to potential customers in this mode must offer them something that inspires