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- Visit one B2C and one B2B Web site. Examine each carefully, identifying as many relationship building techniques as possible. Do you find extensive differences between the B2C and B2B sites? Be prepared to discuss your findings, and the similarities and differences between programs on the two sites, in class.
- Keep a log of the contacts from a particular site for a week. In general, what are they learning about you from these interactions? Specifically, what data might they have added to your record in their database.
CRM techniques range from segmentation approaches to highly personalized one-to-one programs. Different approaches may be appropriate for different businesses because of the nature of their products and target segments. Whichever specific approach is used, it is important to remember the value of building trust over time and of respecting the privacy of the customer. Opt-in permission marketing techniques are essential elements of relational marketing processes.
Lands End, a well-known catalog retailer of classic casual clothing – Site’s special features encourage visitors to browse, buy, and return. The “My Virtual Model” feature creates a virtual dressing room, in which the shopper can select a body type and try clothing on. If customer still having trouble finding the right product, there is a live chat feature accessible on the Customer Service that allows customers to exchange text messages with a customer representative in real time. Individualized service, customer can ask for a Specialty shopper by phone or chat. If shopper still isn’t able to find right products, then they offer a line of custom garments, and customer’s measurement are saved for future orders.
Yellow Transportation- a freight company serving the B2B marketplace- Customers can tack shipments in process, get prices for planned shipments, and obtain a number of useful report. Customers can also create their own “My Yellow” page and specify parameters such as regular shipping time and pickup address. Yellow also offers chat capability on the Web site. Online tools page they can find self-service tools listed by category. Frequent addition of useful functionality on a site is an important ay to keep customers coming back and retaining loyal customers in the face of competition. Yellow transportation on Fortune Magazine list of most admired companies, ranking first in the transportation industry. Yellow received Carrier of the Year and Innovator of the Year awards from Wal-Mart for its contributions to supply chain excellence.
So basically what these two are aiming for is greater customer satisfaction, they may do it in a different way, but their main goal is the customers.
CRM:
Targeting: refers to directing marketing communications to individuals or businesses that have been identified as valid prospects for acquisition or retention. Targeting in CRM identify a customers by developing customer profiles and using them either to identify customers who are appropriate to receive. Customer profile: a description, primarily quantitative, of an individual or segment using specified demographics, lifestyle and behavioral characteristics. Fastest way for a firm to build its own house list is through registration on the Web site. Techniques that prevent errors, like pull-down lists, are desirable. Even so, the form may not be complete unless there is an incentive. (Lucille Roberts) If the information comes on a schedule basis, not on demand, automate the process to immediately send a thank you email. This is a classic direct marketing lead generation process. Data collection is just a “fishing expedition”, as relationship strengthens, more information that is more detailed and more personal can be collected.
Personalization: involves the creation of specialized content for a prospect with a known profile by choosing from an array of existing content modules. In addition to the emails,
Both cases used PERSONALIZATION and CUSTOMIZATION techniques. Personalized email and site content-
THREE BASIC TYPES OF PERSONALIZED SITE CONTENT ARE IN USE:
Rules-based personalization chooses content on the basis of known weather.com provides geographically appropriate content to registered users). “Purchase circle on amazon.com” registered address of the customers to say something.
User-Controlled personalization allows the user to choose the content elements to be displayed. Businesses are increasingly encouraging customers to create their own personalized entry page containing the information they access most frequently (My yellow option).
Information-driven personalization uses complex profiles.
CUSTOMER LOYALTY PROGRAMS- DUANE READE, SHOP RITE club card programs