Web-marketing and the client relationship
The electronic trade is in a phase of evolution: the interests, the
opinions, the various forces, the prejudices exist. Doubts settle, the
bankruptcies of companies of the new economy disturb beautiful the
Eldora do. Is that normal? yes I really think it.
It is necessary to replace all that in a context of competitive market
and technological and cultural development. In addition the label
electronic gives trades a preferential treatment to neglect all the
rules of the trade: approaches marketing, commercial, financial,
management and others…? not of course!
This article relates to the field of Web-marketing and in particular the
client relationship. The customer king becomes also a very important
actor in this evolution of the company of information and the
communication. This customer king is more difficult to satisfy and it
becomes very demanding because it can compare the total offer and
especially move very quickly simple click.
The management of the client relationship will become determining for
the success in the electronic trade: face-office with the back-office
all the organization must be turned towards the customer. After the
phase to know and identify the two following phases to differentiate and
be useful are most relevant.
To differentiate: the customer is single, transborder it has specific
tastes, needs particular to satisfy, demanding on the quality of the
reception and the commercial environment.
To be useful: In the direction of the accompaniment, information
complementary to the services annex reductions, promotions, gifts and
others…
A little good direction: if you grant important means in a E-trade
project, that your consultant advises you the best company of
Web-marketing and E-trade, that your products have a very good quality
ratio/price and that your logistics is at the point, your organization
is single, cheer the success will come!!! The only problem of size is
that on your premise the customer is rather style “number”. In this case
it is necessary to be vigilant because a newcomer which controls all
your parameters and which moreover made the good choice of the client
relationship as objective will regard its customers as single and
privileged actors.
That seems so obvious, to see simplistic it is certain but the success
in the electronic trade will owe its safety with the good management of
the client relationship of the first visit until the delivery and after
sale.
After the orientation back office, the approach face office must be
taken into account, first click, orientation in the site, the visit, the
line of goods and services, the order taking. It is also necessary to
think interactivity with the customer or the visitor it should be
interested by techniques of mini reports or testimonies realistic and
verifiable. Certain factors disturb the transformation of the visitor
into a customer, the safety of the payments amongst other things but one
should not forget the report/ratio of confidence on the site, the
notoriety of the mark, the products and the services. As for all the
purchases the fear of the error exists, the customer should be
reassured.
The client relationship is not summarized with the order taking on the
Web, it is necessary to envisage an organization centered on all the
channels of communication: such, mails, centers of calls, off-line
contact on a point of sale or in the company in the field B to B. the
expression “the company turned towards the customer” or “directed
customer” is a simple observation of good direction.
Web-marketing and more particularly the client relationship will allow
the development of this communication and form of trade with the proviso
of putting in phase the management of the data bases and the
informational extraction customer with the needs and waitings of those.
The last aspect relates to a field of reflexion: why the electronic
trade be would virtual
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