Module 3 Building Customer Relationships

thumpinsplishInternet and Web Development

Nov 18, 2013 (3 years and 6 months ago)

53 views

Module 3

Building Customer
Relationships

Module 3 Objectives


Examine the customer experience, interface,
and relationship.


Analyze the conditions when a company
should include an Internet marketing
component as part of the overall marketing
plan.


“Target information to targeted audiences”


MKT 430 E
-
Marketing Strategies

Online Awareness

How do people get and stay on your site?


3 Stages of Online Awareness

1.
Online Visibility

2.
Online Believability

3.
Online Longevity

Online Visibility

How could you get people to

come to your site?

Search Engine Marketing

How does it work?

Search Engine Optimization


Search Engine Submission


Webiste listed
on websites


Search Engine Optimization is altering your
site for it will rank well for particular terms.


List your site with Search Engines


Purchase Paid Placement



Building Believability


Build credibility with visitors


Design a content
-
filled site


Graphical attractive site


Easy to navigate site


Responsive site


Website Value Ad


www.harrydavid.com


www.proflowers.com


www.expedia.com

Online Longevity


Build a long lasting relationship with the
customer.


“Relationship Marketing”

Collecting Data


Transactional Database


Compiled Database


Propietary Database

Transactional Database


Magic Kingdom

April 2007

May 2008

March 2009


Animal
Kingdom

April 2007

Hollywood
Studios

May 2008

Blizzard
Beach

March 2009

Spring 2010

??

Compiled Database


Baby born May 2009

Proprietary Database

Customer
Profile

Marketing

Customer
Service

Product
Development

Order Dept



Products


Address


Shipping Info


Credit Card Info


Products


Contact Info



Products


Ordering Problems


Technical Problems


Technical Problems


Product Enhancements

Measuring Web Traffic


Unique hits


one person, one visit


Number of hyperlinks


Hourly, Daily Visits


Customer Relationship Marketing


Relationship marketing is using data you
collect to customize and personalize your
message to target markets in order to build
a lasting relationship.



A CRM system keeps track of customer
information, sales, market trends,
marketing effectiveness and
responsiveness.


Pareto Principle


“80% of your business comes from 20% of
your customers”



Recognizing High Value Customers


Know your customers one
-
to
-
one basis


Airline Example

Infrequent Flyer

Loyal Program
Member

Value
-

$

Value
-

$$

Also Purchase Hotel


10 times/year

5 year customer
-

20 flights per year

Value
-

$$$$

Value
-

$$$$$

Inn at the Park B & B

www.innpark.com


What attract to site?


What data?


What value ad’s


Stages of the Customer Lifecycle


Customer relationship marketing offers many

opportunities to interact at each stage of the

customer lifecycle.



Stages of the Customer Lifecycle



1.
Acquisition

2.
Conversion

3.
Retention

4.
Loyalty


Retention

Conversion

Loalty

Acquisition

Conversion

Retention

Loyalty

Stage 1
-

Acquisition


Gather qualified leads


How do you gather leads?

Stage 1
-

Acquisition

Build trust with customers by:


Guarantees, product return policies, legal
contracts


Product reviews, third party endorsements
provide some evidence.



Stage 2
-

Conversion


Move customers to commitment or
purchase


Start collecting data and building customer
profile

Stage 3
-

Retention


Sent personalize messages to deepen
customer relationship


Offer “value” in website


One
-
click ordering


Manage accounts


After sale support

Stage 4


Identify Value
Customers


Identify frequent customers.


Reward them!!!

Loyalty Programs


Keep people eager to earn points


Reward often to reinforce rewards

Email Marketing


How do companies collect/add names to
their database?

Email Messages


Used for Promotions/Advertising


Surveys


Customer Service


Customer Relationships

Bed & Breakfast

How can we create a CRM program for Bed & Breakfast?

Neahtawanta Inn


Traverse City, MI

http://www.neahtawantainn.com/