| The Internet's development has
been a boon for marketers. Across the globe, companies
of all sizes have developed Web sites, and many
have reaped the rewards in growing sales. But sales
are not enough; smart marketers have long known
the value of long-term customer relationships. Customer
relationship management (CRM) principles for Internet
marketing, however, are not the same as when dealing
directly with your customer face-to-face. Several
companies have developed e-commerce software to
assist online marketers in forging and maintaining
customer relationships.
Some of the key aspects of an effective CRM program
for Internet marketers include ways to keep the
system user-friendly. Following are 10 tips for
keeping your customers from clicking away to the
competition:
1. Frequent updates: Be sure the Web
pages are updated frequently with relevant information,
and make sure all the pages are readable and work
as they should. At the bottom of the home Web
page, at least, list when the site was last updated.
In this case, change is good.
2. Attractive home page: As marketers,
we know the importance of first impressions. Poorly
chosen colors, too much or too little information,
no Web site search capabilities and poor menu
presentation are just a few potential problems.
Choose colors that are easy on the eye, and do
not obscure menu choices. Remember to include
company identification, such as logos and trademarks.
3. But do not overdo it: Too many graphics
and sounds that take too long to load will scare
e-customers away. Get to the point; some customers
may still have older computer equipment that cannot
download detailed graphics and sounds easily.
4. Easy customer contact: Make it easy
for customers to contact you and respond in a
timely fashion. Some companies still take days
to get back to online customers; you should treat
your Internet shoppers as if they were customers
coming into your store and acknowledge them quickly.
5. Provide a good response: Answer customer
questions, because form letter e-mails only irritate
customers. And respond as soon as possible, because
in the e-commerce world, every minute counts.
Always send a detailed confirmation that includes
shipping information.
6. Anticipate questions: The best sites
have Frequently Asked Questions, or FAQ, as a
menu choice. This often helps answer a customer's
questions before he sends an e-mail. More importantly,
it satisfies the customer immediately.
7. Easy order, easy pay: Your e-commerce
Web site should have an order form that is easy
to use and has a secure pay system. Let the customer
know the pay system is secure, but also give him
alternatives such as calling or mailing in the
order.
8. Be informative: Customers today are
looking for solutions to problems, so tell them
how your products and services provide those answers.
Publicize examples on the Web site. If your company
or products have won industry awards, do not hesitate
to let e-customers know.
9. The electronic catalog: As many as
90% of car buyers preshop for vehicles on the
Net. Transportation is no different. Remember
that many customers are preshopping, so offer
online whatever information your marketing materials
or service guides contain - and maybe more.
10. Follow up: Thank customers and verify
that everything is to their satisfaction, but
do so without irritating them. Only send e-mail
solicitations if they want to be on the e-mail
list; some companies simply send e-mails to customers
too often.
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