Customer relationship management finally and most

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Customer Relationship Management Finally, and most importantly, an e-business should develop procedures and systems to capture information about customers to find the information it needs to make additional purchases in the future. This customer information should be tied together across all e-business systems to give the best overall profile of the customer. This profile can be used to enhance customer service, prioritize customers by their value/profitability, and develop models that can be used to predict customer needs and buying patterns all in a secure environment that guarantees customer privacy as well as service. Conclusion To start an e-business and provide goods and services is not enough to be successful. It is very important to address customer needs and understand that customer service is the key to long-term success. Activity
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Activity: Marketing and advertising in the e-business world You are a consultant at an e-business consulting company. Your current customer who owns a brick and mortar music store, George Johansen, is just starting an online business; he is opening an online music store. George needs to get the word out about the new addition to his business. Being an e- business novice, George needs you to walk him through the steps and issues involved in marketing and advertising. Activity 1: George is about to launch his e-business. Give him some examples how he can set up an advertising campaign. The model answer is the following: George might want to inform all of his existing customers and give them an incentive to use the e- business site. 1. Existing customers can also be encouraged to refer the e-business to others in return for some sort of token reward. 2. posting information in existing stores, sending mailers through discount programs (such as ValPak), and making announcements as part of the regular advertising campaign. 3. George may tie the opening to a charitable cause with a portion of initial new revenues going to a specific charity. 4. George may get articles placed in newspapers and magazines. 5. George may advertise in a variety of forums. Activity 2: When creating a new e-business, the challenge is to create a brand and an identity. George is not sure what route to take: Should he keep the brand and identity of his brick and mortar store, or would it be better to create an entirely new brand? Make your recommendation. A. Create a new brand. B. Keep the existing brand. The model answer is the following: A. Existing companies have a great opportunity to use their market recognition and their current customer base to "jump start" the e-business. While in some situations it is necessary to create a new brand, for many existing companies, creating new brands in the early days of e-business was not a success. They were unable to leverage their brands, and they actually created confusion in the market about their identities.
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