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

2. 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

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

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

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

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

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

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

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

10. 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

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

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

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

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

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

16. 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

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

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

19. E-crm Management issues Creating personalisation Extranets
Opt-in
E-commerce COM380

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

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

22. 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

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

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

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

26. 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