1. e-Marketing Lecture 7 Monday 23 March 2009

2. AB Associates Usability v Security

3. AB Associates The Plan Assignment 1 Questions/Issues e-CRM Tutorials

4. AB Associates Referencing the P’s 4 original P’s (McCarthy, 1960) 3 new P’s (Booms and Bitner, 1981) 4 www P’s (Chaffey, 2007) (Chaffey, 2007)

5. AB Associates Customer Relationship Management (CRM) Selection AcquisitionRetention Extension Chaffey (2007)

6. AB Associates CRM SELECTION Who to target? Their value? Their lifecycle? Where to reach them? ACQUISITION Target right segments Minimise acquisition costs Optimise service quality Use right channels EXTENSION Increase depth of products bought Increase range of products bought Optimise service quality RETENTION Understand individual needs Relevant offers for continued usage Maximise service quality Use right channels Chaffey (2007)

7. AB Associates From Product focus to Customer focus Customer needs & wants Cost to the customer Convenience Communication Lautenborn (1990) The 4 C’s

8. AB Associates e-CRM Permission marketing E-mail marketing Online communities Loyalty

9. AB Associates Permission Marketing Does the customer opt-in or opt-out? Is this process easy? Are incentives offered for opting-in? Are these real incentives? I.e. are they valued by the user?

10. AB Associates Online Communities Chat forums Blogs UGC e.g. reviews

11. AB Associates Loyalty Drivers Order Fulfilment Product performance Post-sale service and support

12. AB Associates SERVQUAL Criteria Tangibles Reliability Responsiveness Assurance Empathy Parasuraman et al (1985)

13. AB Associates Preparation for Tutorial Use Checklist to check you have covered all the points

14. AB Associates Suggested Web Pages: Usable Web http://usableweb.com/http://usableweb.com/ About.com http://webdesign.about.com/ http://webdesign.about.com/ All Things Web http://www.pantos.org/atw/usable.html http://www.pantos.org/atw/usable.html TRACE http://www.w3.org/TR/WCAG20/ http://www.w3.org/TR/WCAG20/