E-Customer Relationship Management

Rony Medaglia Assistant Professor Department of IT Management Email: rony@cbs.dk

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012
Proposta 2

Thursday 29 March 2012

Learning outcomes
! Outline different methods of acquiring customers via electronic media ! Evaluate different buyer behaviour amongst online customers ! Describe techniques for retaining customers and cross- and upselling using new media.

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

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! Chaffey, D. (2011). E-business and E-commerce management, chapter 9: Customer Relationship Management, pp. 450-523.

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

The four marketing activities of customer relationship management

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

E-CRM a definition
! Applying! Internet and other digital technology! (web, e-mail, wireless, iTV, databases) ! to! acquire and retain customers (through a multi-channel buying process and customer lifecycle)
Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

! by! improving customer knowledge, targeting, service delivery and satisfaction

Business value of customer relationship management

1.! Increased customer satisfaction 2.! Reduced direct-marketing costs 3.! More effective marketing 4.! Lower costs for customer acquisition/retention 5.! Increased sales revenue 6.! Reduced churn rate

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Marketing applications of CRM

A CRM system supports the following marketing applications: ! Sales force automation (SFA). ! Customer service management. ! Managing the sales process.

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Marketing applications of CRM

! Campaign management.
Managing ad, direct mail, e-mail and other campaigns

! Analysis.
Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Through technologies such as data warehouses and approaches such as data mining

How the Internet can impact on the buying process for a new purchaser

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Relationship between satisfaction and loyalty

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Online and offline communications techniques for e-commerce

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Measures used for assessing campaign success

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Information sources when researching/considering a product or service

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Stages in producing natural search engine listings

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Which are the ranking factors affecting position in Google SERPs?

! On-page optimization

200 +Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

! Document meta data ! Document content ! Creation of new pages

! Off-page optimization
! Link-building
! External links
! Links In ! Backlinks ! Inbound links

! AND Internal links

! Behavioural
! Popularity of sites from toolbar

! Googles search spam filters

Which factors affect returns from paid search?

! Amount bid (Max CPC) ! Clickthrough rate ! Match types especially negative matches ! Use of content network ! Landing page quality ! Click fraud!
Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

! In Google AdWords, Live Search and Yahoo! Quality Score especially important

Why cant this dog find his snack?

I sure wish I could track down my favourite snack. It used to be right here on this website!

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Why cant this dog find his snack?

! You create a new improved dog snack and excitedly place it on your website for your customers ! You make sure to remove all traces of your boring old snack ! Your customers are not ready for the new dog snack ! Your customers look all over your website for your old dog snack ! Your customers are entering the name of the old dog snack in your search box

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Why cant this dog find his snack?

If you had looked at your analytics reports, you would have seen in your keyword reports that your old dog snack was actually a favourite

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Why cant this dog find his snack?

Did you know your competitor still offers the old dog snack?

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Why cant this dog find his snack?

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

You lost a customer ($$) because you did not act on your data

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Web analytics: what is it?

! A tool that analyzes website behaviour. Using website analytics you can find out: ! Where your website visitors are coming from ! What website visitors are looking for, based on the keywords they used to find your site ! How long visitors stayed on your site ! What pages they visited

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Web analytics measurements

Channel promotion ! % of referrals ! Cost per acquisition Channel buyer behaviour ! Stickiness: Page views/ visitor sessions ! Repeats: visitor sessions/ visitors ! Bounce rate: home page views/ all page views

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Bounce rate The percentage of entrances to a web page that result in an immediate exit from the website

Online PR categories and activities

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

The affiliate marketing model

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Viral marketing

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Effectiveness of viral marketing

! Creative material the viral agent ! Seeding ! Tracking

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Next session:

12/4: Network economics and eBusiness lock-in

Strategic and Tactical Tools of eBusiness E-CRM 29 Mar 2012

Rony Medaglia rony@cbs.dk Mobile: +45 2479 4327