New economy emotion : engaging customer passion with E-CRM /

Introduction p. xi
Marketing and the Internet p. 1
The Internet: a unique phenomenon p. 1
An enabling and disruptive technology p. 3
The Internet and business success: what has changed p. 4
The Web: a dreamed-of marketing tool p. 5
E-marketing: where is it coming from, where is it going? p. 6
Mass marketing p. 7
Segment marketing p. 7
Database marketing p. 7
One-to-one marketing p. 8
The challenges for e-marketing p. 8
Market focus and value propositions p. 9
Understanding and managing the total customer experience p. 10
Delivering brand promises p. 14
Building lasting customer relationships p. 16
Establishing a dynamic presence in the market p. 19
Measuring results p. 19
Relationship marketing on the Web p. 21
The additional value delivered by marketing p. 22
Content is king p. 22
Content integration and aggregation p. 24
The pivotal role of content management p. 26
Global, local or both? p. 26
What's your reason for being on the Net? p. 28
Convey information about company, products and distribution p. 29
Reduce cost of selling p. 30
To sell or not to sell online p. 33
Increase the productivity of your sales channels p. 34
Attract new business p. 35
Close new business with direct response p. 36
Expand your ability to serve customers p. 38
Shorter time-to-customer p. 39
Relationship marketing is customer centric p. 40
Customer information management p. 42
What about your people? p. 44
Short-term or long-term goals? p. 46
From customer focus to e-CRM p. 47
Personalised information and services p. 48
Web-enabled customer relationships p. 49
Competing for a scarce customer resource: time p. 50
The personalised web site p. 57
Registration p. 57
Cookies or explicit registration and login? p. 58
Self-registration: how to motivate your customers to register p. 58
Pre-registration p. 65
Identify and personalise: customer database synchronisation p. 68
Profiling p. 74
Let customers help themselves p. 82
Let customers find the information p. 83
Integrate e-CRM with back-end systems p. 87
One-way back-end integration p. 87
Two-way back-end integration p. 89
Personalise as many features as possible p. 91
Make it easy for the customer to communicate with you p. 93
Personalised company information p. 94
Personalisation versus performance trade-offs p. 97
E-mail marketing p. 101
Objectives p. 102
Competing for customer attention p. 105
An integrated view of e-mail marketing p. 106
Personalised newsletters and promotions p. 108
Notification-type e-mail p. 111
Profiling options p. 114
Multi-channel notification p. 116
Opt-in, double opt-in and unsubscribe p. 118
Opt-in p. 118
Double opt-in p. 119
Unsubscribe p. 120
Single messages p. 122
Measurement and tracking p. 124
Inbound e-mail management p. 126
Boost direct marketing with e-mail marketing p. 130
Campaign management p. 137
Single-level campaigns p. 138
Campaign preparation p. 138
Test p. 139
Execute and track p. 139
Manage bounces p. 140
Technical prerequisites p. 140
Time-to-customer p. 140
Multi-level, multi-channel campaigns p. 141
Maximise the response rate p. 143
Closing the loop p. 145
Learning from and about customers p. 145
Managing customer feedback p. 145
The generic feedback option p. 146
The context-sensitive feedback option p. 148
The focused survey option p. 150
Opt-in surveys p. 153
Product design surveys p. 154
Harnessing the power of customer information p. 158
Co-existence with the distribution channel p. 163
Dealing with real people p. 167
E-psychology p. 167
Managing expectations p. 168
Personalise only to level acceptable to the customer p. 168
Welcome, thank and apologise when appropriate p. 169
Acknowledge requests and confirm action p. 170
Keep the customer informed about what is going on--if you cannot deliver what you promised, offer alternatives p. 170
Classify customers without creating class problems p. 171
The downside of personalisation p. 172
Have something new to say p. 172
Passwords procedures p. 173
Give helpful error messages p. 174
Localisation p. 175
Language p. 176
Salutation p. 176
Registration fields p. 177
Time conventions and units of measurement p. 178
Prices, currencies and taxes p. 179
Product and service availability p. 180
E-privacy p. 181
Getting it done p. 189
Vision, mission and plan p. 190
Secure management commitment p. 192
Involve all customer-facing departments p. 192
Project organisation and decision making p. 193
Prepare project performance measures p. 195
Plan the investment p. 197
Concept and design p. 197
Define the target customers p. 197
Evaluate the customer experience at all the critical points of contact p. 198
Know your competition and learn from your customers p. 198
Draft your privacy policy p. 199
Describe your overall concept p. 200
Check again with your customers p. 200
Set realistic plans and expectations p. 201
Define content processes and responsibilities p. 201
Define feature processes and responsibilities p. 202
Check with legal (again) p. 202
Build and test p. 203
Build mock-ups and test them with customers p. 203
Build the system p. 203
Security is not an option p. 204
Educate your people and manage the change p. 204
Run the beta test p. 205
Test performance and go live p. 207
Promote your new services p. 207
Customer service phase p. 208
Measure and improve p. 208
Everybody gets customer feedback p. 208
Continuously improve p. 209
Keep management informed p. 209
Creating more customer value p. 211
From four Ps to four Cs p. 211
Online communities p. 213
Sponsored online communities p. 215
The world is changing--change means opportunity p. 218
Bibliography p. 220
Index p. 221