e-Marketing

Lecture 7

Monday 23 March 2009

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Usability v Security

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The Plan

Assignment 1 Questions/Issues e-CRM Tutorials

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Referencing the P’s

4 original P’s (McCarthy, 1960) 3 new P’s (Booms and Bitner, 1981) 4 www P’s (Chaffey, 2007)

(Chaffey, 2007)

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Customer Relationship Management (CRM)

Selection

Retention

Extension

Acquisition

Chaffey (2007)

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CRM

SELECTION

Who to target?

Their value?

Their lifecycle?

Where to reach them?

ACQUISITION

Target right segments

Minimise acquisition costs

Optimise service quality

Use right channels

EXTENSION

Increase depth of products bought

Increase range of products bought

Optimise service quality

RETENTION

Understand individual needs

Relevant offers for continued usage

Maximise service quality

Use right channels

Chaffey (2007)

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From Product focus to Customer focus

Customer needs & wants Cost to the customer Convenience Communication

Lautenborn (1990)

The 4 C’s

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e-CRM

Permission marketing E-mail marketing Online communities Loyalty

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Permission Marketing

Does the customer opt-in or opt-out? Is this process easy?

Are incentives offered for opting-in? Are these real incentives? I.e. are they valued by the user?

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Online Communities

Chat forums Blogs UGC e.g. reviews

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Loyalty Drivers

Order Fulfilment Product performance Post-sale service and support

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SERVQUAL Criteria

Tangibles Reliability Responsiveness Assurance Empathy

Parasuraman et al (1985)

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Preparation for Tutorial

Use Checklist to check you have covered all the points

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Suggested Web Pages:

Usable Web http://usableweb.com/ About.com

http://webdesign.about.com/ All Things Web

http://www.pantos.org/atw/usable.html TRACE

http://www.w3.org/TR/WCAG20/