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

Prashant Chopra

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