Ecommerce

1
E-commerce

• Lecture 8
• E-customer relations management

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

3
E-commerce

• E-crm
• Customer acquisition
• Retention
• Service quality
• Customer extension
• Customer selection

4
E-commerce

• E-crm
• Permission marketing
• Interruption marketing

5
E-crm

• Customer acquisition management
• Customer profile
• Customer Identification
• Customer Differentiation
• Customer Interaction
• Customer Communications

6
E-crm

• Marketing communications
• Online marketing
• Offline marketing
• Search engines
• Directories

7
E-crm

• Marketing communications
• Meta tags
• Reciprocal links
• Affiliated networks
• Viral marketing

8
E-crm

• Marketing communications
• Banner advertising
• Deliver content
• Enable transaction
• Shape attitudes
• Solicit response
• Encourage retention

9
E-crm

• Marketing communications
• Banner advertising
• Static
• Animated
• Interactive
• Rich media

10
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

11
E-crm

• Marketing communications
• Buying advertising
• Reach
• Recognition
• Clickthrough
• Traffic quantity
• Traffic quality
• Cost

12
E-crm

• Management issues
• Offline marketing communications
• Traffic building techniques

13
E-crm

• Management issues
• Key online buyer activities
• Mixed-mode buying
• Increasing speed
• Reduced costs

14
E-crm

• Management issues
• Online buying process
• Directed information seekers
• Undirected information seekers

15
E-crm

• Management issues
• Searching behaviours
• Directed buyers
• Bargain hunters
• Entertainment seekers

16
E-crm

• Management issues
• Buyer behaviour
• Market structure
• Nature of the buying unit
• Type of purchase
• Type of buying decision
• Communications differences

17
E-crm

• Management issues
• Customer retention
• Personalisation
• Mass customisation

18
E-crm

• Management issues
• Collaborative filtering
• Customer preferences
• Date or time
• Particular events
• Location

19
E-crm

• Management issues
• Creating personalisation
• Extranets
• Opt-in e-mail

20
E-crm

• Management issues
• Online communities
• Purpose
• Position
• Interest
• Profession

21
E-crm

• Management issues
• Online communities
• Empty communities
• Silent communities
• Critical communities

22
E-crm

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

23
E-crm

• E-commerce service quality
• Assess service experience
• Tangibles
• Reliability
• Assurance
• Empathy

24
E-crm

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

25
E-crm

• Technology solutions
• For CRM
• Type of applications
• Integration
• Choice of single-vendor solutions

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