1. ND e-commerce Carl Arrowsmith Session 6 Identifying and meeting customer needs

2. Last Time Ways to boost customer/company confidence, ISIS, comments, feedback, about page etc. Site Downtime Devised your own company

3. Session Objectives How to identify customer needs Meeting / Delivering customer needs

4. Customers needs Customers have requirements, if those requirements are not fulfilled they will use another company A great range of requirements, e.g. –Site design –Confidence –Service / Standards –Products –Trading Terms

5. e-commerce needs Work in groups as owners of your virtual businesses, devise a list of things that consumers may need from an online company. With regards to: Site Design Products Confidence Service & Standards Trading Terms

6. Ways to identify needs Thinking of needs as a business is all well and good but how can you identifying specific customer needs ? Questionnaires –On web or sent to current/potential clients Customer Profiling –Use data collected from site survey, products purchased Discussion/meeting with clients Looking at competitors Devise a questionnaire that your company could use to evaluate customer needs

7. Meeting Needs Development of products Change/add services Customisation –Personalises services, e.g. Amazon will change content (products and offers) according to past purchasesAmazon Implement other ideas given by customers Not all needs can be met, due to cost or available resources

8. Delivering needs Analyse your questionnaire: Write down things that your company can implement to meet customer needs shown by your questionnaire Have your companies prospects improved by asking customers their requirements ?

9. Effects of meeting needs Customer acquisition Customer retention Additional Purchases

10. Boosting Profits Cost of acquiring online customers is 20 to 30 % greater than traditional outlets Start-up companies may remain unprofitable for 2-3 years due to costs. By retaining 5% more customers, profits can be boosted 25-95% (Reicheld & Schefter 2000)

11. Covered today How to identify customer needs Meeting / Delivering customer needs

12. Next Time - Group Presentations