Intelligence/Business Intelligence/ OmverdensOvervåking 

E-Business 

Internet Marketing Intelligence

Internett Marketing  

Web utviklingsprossen 

CD/Video utviklingsprossen 

Tips& Triks 

Linker

E-Business – Nøkkelområder

E-Business – Sjekkliste Strategi

E-Business – Sjekkliste for IT Infrastrukturen

E-Business – Sjekkliste Innhold

E-Business – Sjekkliste for E-Handelssystemet

E-Business – Sjekkliste Marketing

E-Business – Sjekkliste Kundeservicesystemet 

E-Business – Online Community

The E-Business, the E-Customer, their Relationship and Interactivity

Chapter One Introduction to the study

Chapter Two Business in Cyberspace

Chapter Three E- Retailer Commerce

Chapter Four E-Customer, Relationship and Interactivity

Chapter Five A Successful Case study – Amazon.com

Chapter Six The Future, Critical Success Factors, E-Business Strategy, Results and Conclusion

Appendix

Chapter 4

The Customer led E-Retailer  Web Site 

Chapter Four E-Customer, Relationship and Interactivity

4.1 Introduction 108
4.2 The E-Customer 111
4.2.1 The E-Customer 111
4.2.2 The E-Customer and Benefits 113
4.2.3 The E-Customer behavior 114
4.2.4 The E-Customer and shopping 121
4.2.5 The E-Customer and shopping agents 123
4.2.6 The E-Customer and privacy 126
4.3 One-to-One Marketing and CRM 130
4.3.1 CRM 130
4.3.2 History One-to-one Marketing 132
4.3.3 Current Situation 133
4.3.4 Why is One-to-one marketing important today? 135
4.3.5 One-to-one marketing, trends and technology 136
4.3.6 One-to-one marketing tools 138
4.3.7 Benefits of One-to-one Marketing/CRM 138
4.3.8 Arguments against One-to-one marketing 140
4.3.9 Examples on One-to-one marketing 141
4.3.10 Implementing One-to-one marketing 143
4.4 E-Retailing, relationship, customer focus and customer experience 145
4.4.1 The E-Retailing and relationship 145
4.4.2 Personalisation 148
4.4.3 Create a great customer experience 152
4.5 The Customer led E-Retailer Web Site 155
4.6 Summary

4.5

The Customer led E-Retailer Web Site 

• Easy to buy from
• Friendly and easy to understand
• Logical in it’s organisation and structure
• On-target and up-to-date in their information content
• Competitive in what it offer (whether measured in prices or content)
• Responsive to requests for information or service
• Secure
• Designed in the way that it should be possible with as few ‘clicks’ as possible to go anywhere the customer  need to go
• Innovative concerning feedback and invite the customer to a dialogue

• Show visitors that they have come to the right place by making it very clear what the business does and how it can help them.
• Make sure the web site is fast to load and easy to navigate.
• Build trust.
• Confirm all orders promptly by e-mail.
• Always provide physical contact details.
• Offer a choice of ways to pay.
• Stay in touch by offering after-sales service and support. 

1. What are some of the possible reasons you don’t sell more of your products or services?

• Potential buyers don’t understand the benefits your product or service provides
• Your market is not aware that you offer the product or service
• Your market is buying the product or service from others, knowing that you are in business
• Other

2. What about price?

• Price is not a significant factor
• Your market perceives you as more expensive than the others
• Other are selling your product or service significantly cheaper- and your market is letting you know about it.

3. Who is your competition – i.e., whom do you lose sales to?
4. Does your competition have a Web site?

• What’s it like?
• What do you think are its short-term and long-term goals?

5. What are some of the ways you differ from the competition?

• Product knowledge
• Training
• Years in business
• Location
• Service backup
• Extended warranties
• History of customer satisfaction
• Other

6. How often do you lose sales (that you know about)

• Never
• Sometimes (10 to 20 percent of the time)
• Frequently (over 75 percent of the time)

7. What are some of the reasons lost prospects give you after you find they have bought elsewhere?

1. Does the structure of your Web site make it easy for visitors to directly access desired information? Yes. No.
2. What information are you interested in obtaining from your Web site visitors?
3. What can you offer to motivate visitors to register?

• Offer a premium
• Provide opportunities to save money
• Answer questions or search for specific products
• Allow access to enhanced content
• Award a price

4. How can you acknowledge and/or reward visitors who register?
5. What types of promotions and last-minute specials can you promote via e-mail?
6. What are some of the other ways you can use the e-mail and postal service addresses of Web site visitors who register?
7. How can visitors customize the content of your Web site to suit their interests and needs?

• Searchable databases
• Product previews
• Product availability
• Financing information
• Newsgroups
• Audio, video, or virtual reality

8. What assistance or service can you offer Web site visitors by the use of return e-mail or the postal service?
9. How close to actual sales do you want your Web site to take visitors?

1. Make sure your Web site «listens»
2. Give customers what they want
3. Make responsive content and response mechanisms easy to find and easy to use
4. The «80/20» rule 80% of all site traffic is aimed at 20% of the content.
5. Get «pushy» By offering a variety of e-mail notification options, you can turn a customer’s e-mailbox into an extension of your Web site
6. Respond fast
7. Track religiously. It’s critically important to track requests for information as they come in.
8. Automate

1. Don’t just protect customer privacy, tell users how you’re going to do it.
2. Explain your motives for wanting to create a relationship.
3. Organize around customer needs — not products.
4. Give customers individual control.
5. Motivate customers to collaborate with you.