the electronic brochure stage demands a shift in mindset and strategy. Rather than feeling satisfied with merely having a Website, he or she focuses on creating additional value for clients through a full-scale Internet presence. The company’s eCRM (Electronic Customer Relationship Management) growth strategy might include adding electronic order tracking, live help for sales or customer service via chat rooms or return phone calls, making purchase suggestions via e-mail based on previous orders, and maintaining a server-based profile and wish list for regular Website visitors.
The key to mastering eCRM is personalization. In addition to creating an engaging and safe environment, an entrepreneur must constantly analyze the customer and his or her transactions to further develop the company’s marketing and Internet strategies. While it’s important to fully understand a company’s target audience, technology now allows even the smallest business to pinpoint the preferences of an individual customer. A successful e-business manager realizes that not all site visitors view the company’s Website for the same reasons. Previously, sophisticated CRM technology tools were typically reserved for larger companies with big budgets. Thanks to Web audience measurement systems and the proliferation of application service providers (ASPs) targeting small business, smaller companies now have access to information and programs that help convert Website traffic into revenue and simplify marketing decisions.
MINIMIZING INTERNET USER SECURITY CONCERNS
Past issues of BLACK ENTERPRISE have addressed ways to protect business information that is stored at your business or maintained on your company’s computers. Information that is transferred over the Internet has an entirely different set of problems. Customers’ greatest apprehension about doing business online is the fear of having their contact and financial information stolen or misused.