INMA_A01.QXD

Online and multi-channel service quality In the last part of Chapter 7, we review how the online presence can be managed in orde ...

Stage 1: Attract new and existing customers to site For new customers, the goal is to attract quality visitors who are likely to ...

CHAPTER 6· RELATIONSHIP MARKETING USING THE INTERNET Figure 6.6Opt-in customer profiling form ...

As well as online data capture, it is important to use all customer touchpoints to cap- ture information and keep it up-to-date ...

Dialogue will also be supplemented by other tools such as mailshots, phone calls or personal visits, depending on the context. F ...

The IDIC approach to relationship building An alternative process for building customer relationships online has been suggested ...

Techniques for managing customer activity and value Within the online customer base of an organisation, there will be customers ...

There are different degrees of sophistication in calculating LTV. These are indicated in Figure 6.10. Option 1 is a practical wa ...

Lifetime value modelling at a segment level (4) is vital within marketing since it answers the question: How much can I afford t ...

aim is to reduce costs in communications and if they do not remain as customers this is acceptable. Some bronze customers such a ...

Sense, respond, adjust – delivering relevant e-communications through monitoring customer behaviour To be able to identify custo ...

Recency Frequency Monetary value (RFM) analysis RFM is sometimes known as FRAC, which stands for: Frequency, Recency, Amount, (o ...

Hurdle rate According to Novo (2003), ‘hurdle rate’ refers to the percentage of customers in a group (such as in a segment or on ...

Recency: 1 – Over 12 months 2 – Within last 12 months 3 – Within last 6 months 4 – Within last 3 months 5 – Within last 1 month ...

1 Create automatic product relationships[i.e. Next Best Product]. A low-tech approach to this is, for each product, to group tog ...

or those of airlines and hotel chains. Such schemes are often used for e-CRM purposes as follows:
Initial bonus points for sig ...

Virtual communities Virtual communitiesalso provide opportunities for some companies to develop relation- ships with their custo ...

Price or product comparison services such as Bizrate (www.bizrate.com) are also in this category. 2 Position– people who are in ...

5 How can you create packages or offers based on combining offers from two or more affinity partners? 6 What price, delivery, fi ...

1 The high street retailer Boots launched its Advantage loy- alty card in 1997. Today, there are over 15 million card holders of ...