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Learning Objectives
1. Describe the factors that influence consumer behavior online. 2. Understand the decision-making process of consumer purchasing online. 3. Describe how companies are building oneto-one relationships with customers. 4. Explain how personalization is accomplished online. 5. Discuss the issues of e-loyalty and e-trust in EC.
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Clickstream behavior
Customer movements on the Internet; and, what the customer is doing there
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Limitations of CRM
Requires integration with a companys other information systems which is costly Difficult to support mobile employees
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Customer-touching applications
Personalized Web Pages E-Commerce Applications Campaign Management
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Voice communication
people are more comfortable talking with a person, even a virtual one, than they are interacting with machines. The smile and the clear pronunciation of the agents voice increases shoppers confidence and trust
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Electronic wholesalers
intermediary sells directly to businesses, but does so exclusively online
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National Systems
BusinessTown Vantagenet
Managerial Issues
1. Do we understand our customers? 2. What do customers want from technology? 3. How is our response time? 4. How do we measure and improve customer service? 5. Is CRM for real?
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Summary
1. Essentials of consumer behavior. 2. The online consumer decisionmaking process. 3. Building one-to-one relationships with customers. 4. Online personalization. 5. Increasing loyalty and trust.
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Summary (cont.)
6. EC customer market research. 7. CRM, its technologies, and EC connection. 8. Implementing customer service online. 9. B2B Internet marketing and organizational buyers.
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