How to manage customer relationship through the web?

Résumé du document

Since the last few decades, the development of new technologies concerning communication and the emergence of new economies has modified well known economic models. We could say that the world is becoming a global village and the competition is increasingly stronger. A lot of markets are now either mature or overloading. The competition does not depend on market share conquest anymore; the difference between companies can be seen concerning customer relationship and strong relationships between customers and companies. Thus companies do not just want to sell a product, but they want to create a sustainable relationship with specific segments of the market. We also notice that customers' expectations are rising and they are more willing to buy a product sold using "one to one" marketing and the internet seems to be a great opportunity inasmuch as it provides the opportunity for continuous face to face interaction through e-mails and publicities.

Extraits

[...] According to Wulf, Boeck and Cannière, we can distinguish 5 different categories when we want to use the e-CRM: The customization: the fact to mention the name and / or the surname of the customer The communication: The utilization of opt-in or opt-out emails The adaptation: To adapt and change a web site's presentation in function of profiles The reward: If there are programmes used to develop loyalty online The convenience: the ergonomics of the site A recent study has shown that the presence of these 5 characteristics could make the site more attractive for customers. After all, one can think that Internet is a way of improving the customer relationship management through the quality of the relation, its forms and its contents. First of all, functionalities improving the content of the relation, related to better knowledge, a better contact, or a value added. The identification: Using internet, the company can identify each different workstation. The tracking: Using internet, the company is able to understand the customer's behavior. [...]

[...] The customization: the internet technology enables customized messages. Moreover, the aspect of the site can change in function of the internet user. Updates: Updates for a site are very important because if the information is outmoded, the internet user is not going to come back. This kind of update is not so expensive and can be done anytime. Conclusion Increasingly, the customer is a specific target for marketing departments even if we can notice that it is becoming more complex and volatile. [...]

[...] On a marketing point of view, we can notice that customers are going to be powerfull little by little. This change occurred because of the network's transparency, the facility to search and compare information as well as the creation of virtual communities. The internet's framework is also going to enable the development of new affiliation programme used between partner sites. Actually, new technologies are going to enable strategy. Internet will enable the company to deal directly with customer without using distributors. [...]

[...] They may become real magazine of information. Usually, we often associate these supports, when it is cheap, to loyalty card or club card. o The vouchers: Those kinds of promotion tools act toward develop loyalty about the brand or the shop. o Points programme: We thank customer concerning their loyalty proposing presents in function of their number of point gotten by consuming. This kind of action needs to regular activities in order to reactivate the customer's interest. o Loyalty card: We could say that it is almost the same as the previous point, but it is a broader concept. [...]

[...] In my paper, I decided to talk about customer relation management through internet. So my problematic will be a provider can develop a customer relationship through the In a first part, I will talk about the CRM (customer relationship management) concepts, then I will study internet and the e-CRM in a second part in order to show the different possibilities that companies can create via internet. Part CRM Customer Relationship Management The customer relationship management combines technologies and commercial strategies in order to offer to customers the products and the services which are expected or that people want. [...]