Define one-to-one marketing? Explain how relationships can be built & maintained with online customer.

Subject E-Commerce
NU Year Set: 5.(d) Marks: 2 Year: 2011

One-to-one marketing (sometimes expressed as 1:1 marketing) is a customer relationship management (CRM) strategy emphasizing personalized interactions with customers. The personalization of interactions is thought to foster greater customer loyalty and better return on marketing investment. The concept of one-to-one marketing as a CRM approach was advanced by Don Peppers and Martha Rogers in their 1994 book, The One to One Future.

Improving the overall customer experience is a top business priority for companies and the main driver behind their digital transformation goals for 2016, according to a new Accenture study “Digital Transformation in the Age of the Customer”.

1. Optimize your website

A website is your business card for online visitors, that’s why it is important to keep it neat and clean.

A study found that a ten-second wait for a page to load can make 50% of consumers give up and leave. It is obvious that a website begins losing traffic to competitors when it takes longer to load.

2. Optimize online response time

In today’s digital generation it’s no secret that customers have very little patience when it comes to waiting for a response from a company. According to Fonolo, 82% of consumers say the number one factor that leads to a great customer service experience is having their issues resolved quickly.

3. Create a helpful self-help system

Be aware of the difficulties your clients are facing most often and make sure that your self-help resources, such as user manual, FAQ, About pages etc., are designed to provide quick and easy solutions to those issues. Structure your resources so that they can be navigated easily.

4. Personalize your communications

The most successful tool to fight customer attrition and build stronger customer relationships is creating personalized customer experience which is unique to your business and the individual customer.

5. Build an email list

Email is a great way to keep in touch with your customers and build rapport. It is important, however, not to misuse the channel by sending too much sales messages, or you may come across as a spammer and will lose the trust of your clients.

6. Survey customers and get their feedback

Being able to actively measure how customers feel about your product and to what extent your company is meeting their expectations is an important tool for maintaining relationships you have already established.


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