E-customer relations management E-commerce Lecture 8 E-customer relations management E-commerce COM380

E-commerce Objectives By the end of the lecture students should: Appreciate the different methods of acquiring customers via electronic media Appreciate different buyer behaviour amongst online customers Understand the techniques for retaining customers Understand the techniques for cross and up-selling via new media E-commerce COM380

E-commerce E-crm Customer acquisition Retention Service quality Customer extension Customer selection E-commerce COM380

Interruption marketing E-commerce E-crm Permission marketing Interruption marketing E-commerce COM380

Customer acquisition management E-crm Customer acquisition management Customer profile Customer Identification Customer Differentiation Customer Interaction Customer Communications E-commerce COM380

Marketing communications E-crm Marketing communications Online marketing Offline marketing Search engines Directories E-commerce COM380

Marketing communications E-crm Marketing communications Meta tags Reciprocal links Affiliated networks Viral marketing E-commerce COM380

Marketing communications E-crm Marketing communications Banner advertising Deliver content Enable transaction Shape attitudes Solicit response Encourage retention E-commerce COM380

Marketing communications E-crm Marketing communications Banner advertising Static Animated Interactive Rich media E-commerce COM380

Marketing communications E-crm Marketing communications Buying advertising Purchasing on a site Purchasing at a particular time of day or week Buying a keyword-based advert on a portal E-commerce COM380

Marketing communications E-crm Marketing communications Buying advertising Reach Recognition Clickthrough Traffic quantity Traffic quality Cost E-commerce COM380

E-crm Management issues Offline marketing communications Traffic building techniques E-commerce COM380

E-crm Management issues Key online buyer activities Mixed-mode buying Increasing speed Reduced costs E-commerce COM380

E-crm Management issues Online buying process Directed information seekers Undirected information seekers E-commerce COM380

E-crm Management issues Searching behaviours Directed buyers Bargain hunters Entertainment seekers E-commerce COM380

E-crm Management issues Buyer behaviour Market structure Nature of the buying unit Type of purchase Type of buying decision Communications differences E-commerce COM380

E-crm Management issues Customer retention Personalisation Mass customisation E-commerce COM380

E-crm Management issues Collaborative filtering Customer preferences Date or time Particular events Location E-commerce COM380

E-crm Management issues Creating personalisation Extranets Opt-in e-mail E-commerce COM380

E-crm Management issues Online communities Purpose Position Interest Profession E-commerce COM380

E-crm Management issues Online communities Empty communities Silent communities Critical communities E-commerce COM380

E-commerce service quality E-crm E-commerce service quality Poor service experience Poor access to the right person Unaccommodating Rude employees Slow to respond E-commerce COM380

E-commerce service quality E-crm E-commerce service quality Assess service experience Tangibles Reliability Assurance Empathy E-commerce COM380

E-commerce service quality E-crm E-commerce service quality Customer extension Lifetime value (LTV) Share of customer Product evaluation E-commerce COM380

E-crm Technology solutions For CRM Type of applications Integration Choice of single-vendor solutions E-commerce COM380

Introduction to E-commerce Objectives Appreciate the different methods of acquiring customers via electronic media Appreciate different buyer behaviour amongst online customers Understand the techniques for retaining customers Understand the techniques for cross and up-selling via new media E-commerce COM380