CRM Module 3

CUSTOMER RELATIONS CUSTOMER RELATIONS MANAGEMENT ESSENTIALSMANAGEMENT ESSENTIALS

The Evolution of the The Evolution of the E-Economy Business Model E-Economy Business Model

for CRMfor CRM

Business Process Models and Business Process Models and CRMCRM

•Business Process Models and CRMBusiness Process Models and CRM•Foundations of Customer Centric Foundations of Customer Centric BusinessBusiness•Pre-order Customer support issues Pre-order Customer support issues •Point of Order Customer Support Point of Order Customer Support issuesissues•Post –Order Customer Support issuesPost –Order Customer Support issues

dot .com revolution dot .com revolution Companies started selling merchandise Companies started selling merchandise over the internet. over the internet. They were able to get merchandise over They were able to get merchandise over the key faster and with less inventory, the key faster and with less inventory, thus cutting their overhead. thus cutting their overhead. A CRM strategy has numerous aspects but A CRM strategy has numerous aspects but the basic aspect is the companies are the basic aspect is the companies are more customer- centric , more customer- centric , Hence development and implementation Hence development and implementation CRM enabled e-solutions.CRM enabled e-solutions.

E- Commerce

refers to the paper less exchange of business information using Electronic data Interchange, Electronic Mail, Electronic Bulletin Boards , Electronic Funds Transfer and other network based technology

CRM: Internal and External CRM: Internal and External ConsiderationsConsiderations

A good CRM strategy, implemented via a well-designed A good CRM strategy, implemented via a well-designed Web site, can benefit the purchasing experience, both Web site, can benefit the purchasing experience, both for the customer and the business.for the customer and the business.

The question is :The question is :How does a company build an e-commerce strategy How does a company build an e-commerce strategy

without jeopardizing its other business processes?without jeopardizing its other business processes?

How are you building a level of interaction between How are you building a level of interaction between your company and your customersyour company and your customers that will allow that will allow them to have a feeling of autonomy while allowing them to have a feeling of autonomy while allowing you to control their experiences while visiting your you to control their experiences while visiting your Web site?Web site?

CRM: Internal and External CRM: Internal and External ConsiderationsConsiderations

The customer must always be at The customer must always be at the center of your organizations the center of your organizations processes.processes.

E-Business moves fast—very fastE-Business moves fast—very fast. .

The relationship with the The relationship with the customer begins as much after customer begins as much after the sale as it does before the salethe sale as it does before the sale..

Initial CRM ConsiderationsInitial CRM Considerations

The emphasis is The emphasis is how well you have integrated the how well you have integrated the customer experience into your entire business customer experience into your entire business process. process. The following are some general issues considered The following are some general issues considered even before you start to think about how to even before you start to think about how to technically implement solutions.technically implement solutions.– Are your various customer access tools well integrated Are your various customer access tools well integrated

(i.e., telephone, Web site, fax)?(i.e., telephone, Web site, fax)? – How well do you empower customer service employees How well do you empower customer service employees

with the ability to answer customer questions?with the ability to answer customer questions?– How well does your customer support assist people who How well does your customer support assist people who

need help with your Web site or products? need help with your Web site or products? – How well are your internal departments connected? How well are your internal departments connected?

Initial CRM Considerations Initial CRM Considerations contd. …contd. …

Provide customers a variety of ways Provide customers a variety of ways to manipulate the information you to manipulate the information you provide. provide.

Give customers a Give customers a sense of autonomy sense of autonomy and empowerment.and empowerment.

Have complete control over the Have complete control over the transactions they perform with your transactions they perform with your guidance to the desired product.guidance to the desired product.

PortalPortal

A portal is a site that consists of a A portal is a site that consists of a collection of information related (or collection of information related (or in the same general area of interest) in the same general area of interest) to a subject. It can include local to a subject. It can include local information or links to different sites information or links to different sites related to the same topic.related to the same topic.

CRM-enabled Web siteCRM-enabled Web siteEffective CRM websites involvesEffective CRM websites involves

Personalizing your Web interfacePersonalizing your Web interface Providing complete product Providing complete product information.information.Integrating related information Integrating related information into your Web site.into your Web site.Providing an easy ordering and Providing an easy ordering and billing process.billing process.Providing service after the sale.Providing service after the sale.

Personalizing your Web interfacePersonalizing your Web interface

How effectively can you convey sense of How effectively can you convey sense of partnership between your company, its products, partnership between your company, its products, and you customers? and you customers?

To do this, To do this, 1.1. Provide superficial "touches,"Provide superficial "touches," such as having the such as having the

customer's name displayed on the home page (i.e., customer's name displayed on the home page (i.e., "Welcome back to the ABC Company, John"). "Welcome back to the ABC Company, John").

2.2. Provide more advanced featuresProvide more advanced features such as making such as making previous order information available, suggesting new previous order information available, suggesting new products based on previous order information, and products based on previous order information, and offering immediate access (at all times) to the customer offering immediate access (at all times) to the customer profile, where customers can update personal profile, where customers can update personal information(address, interests, etc.).information(address, interests, etc.).

Providing complete product Providing complete product information.information.

– provide complete product information, provide complete product information, ranging from pictures of the item in ranging from pictures of the item in question to complete specifications (size, question to complete specifications (size, compatibility with other products, etc.). compatibility with other products, etc.).

– CRM personalization is reflected in product CRM personalization is reflected in product descriptions. descriptions.

– streamline your site by offering products streamline your site by offering products based on customer-provided information, based on customer-provided information, including interests and geographic including interests and geographic location.location.

Integrating related information Integrating related information into your Web site.into your Web site.

– Integrate your site with the Web, rather Integrate your site with the Web, rather than trying to build a silo of information.than trying to build a silo of information.

– if an independent review of your product if an independent review of your product exists, use it in your Web site schema exists, use it in your Web site schema rather than ignore it. rather than ignore it.

Providing an easy ordering and Providing an easy ordering and billing process.billing process.

– The The electronic shopping cart modelelectronic shopping cart model has been used has been used effectively, allowing customers to browse a Web effectively, allowing customers to browse a Web site and add items of interest to their cart (with the site and add items of interest to their cart (with the ability to edit their selections at any time).ability to edit their selections at any time).

– The The ease of your ordering and billing processease of your ordering and billing process (including the shopping cart) is an essential feature (including the shopping cart) is an essential feature of any CRM-enabled site.of any CRM-enabled site.

– Customers should always have the ability to quickly Customers should always have the ability to quickly see their orderssee their orders (both past and present) (both past and present) and to and to review and update all information related to their review and update all information related to their ordersorders (quantity, size, color, etc). (quantity, size, color, etc).

Providing service after the sale.Providing service after the sale.

Provide e-mail tracking for your customersProvide e-mail tracking for your customers (i.e., as the product moves from preparation (i.e., as the product moves from preparation to shipment to delivery, e-mail to shipment to delivery, e-mail communication is sent to your customers, communication is sent to your customers, informing them of the progress of their informing them of the progress of their orders). orders). Provide direct access to the shipping Provide direct access to the shipping provider's informationprovider's information (i.e., UPS or FedEx tracking numbers, so (i.e., UPS or FedEx tracking numbers, so customers can get an exact summary of the customers can get an exact summary of the location and status of their order).location and status of their order).

Foundations of Customer-Centric Foundations of Customer-Centric BusinessBusiness

CUSTOMER CENTRIC

The Customer Centric business focuses on:

1. Internal Process and the customers2. External process and the customers3. Keeping things simple

Internal ProcessesInternal ProcessesIf the internal processes (back-end data If the internal processes (back-end data sources, servers, etc.) are well organized, sources, servers, etc.) are well organized, the customer will immediately feel at easethe customer will immediately feel at ease

All the parts including All the parts including Web design will Web design will have to be created with the customer in have to be created with the customer in mind.mind.

Provide Provide an attractive and functional an attractive and functional navigation as well as immediate access to navigation as well as immediate access to all profile informationall profile information. .

Internal Process: Data Internal Process: Data Organization Organization contd. …contd. …

Data flow needs to be considered Data flow needs to be considered early in your Web site design,early in your Web site design,

if it is not part of your initial if it is not part of your initial consideration, site navigation might consideration, site navigation might require considerable changes later in require considerable changes later in development.development.

Internal Process: Data OrganizationInternal Process: Data OrganizationThe The data you are collecting and manipulating will determine data you are collecting and manipulating will determine your e-commerce data engineyour e-commerce data engine. .

The solution, whether it is SQL Server, Oracle, or another The solution, whether it is SQL Server, Oracle, or another database engine, will have to work within your actual business database engine, will have to work within your actual business processes processes

the information you are storing must be accurate at all times the information you are storing must be accurate at all times and have a high degree of usability.and have a high degree of usability.

the data you collect (and the systems used to collect that data) the data you collect (and the systems used to collect that data) must must integrate seamlessly into your overall business integrate seamlessly into your overall business processes.processes.

How data flows from the Web site into your data source is of How data flows from the Web site into your data source is of extreme importanceextreme importance for ensuring the various areas that for ensuring the various areas that manipulate data (for example, manufacturing, customer manipulate data (for example, manufacturing, customer service) are working with the data in a logical fashion.service) are working with the data in a logical fashion.

Internal Process: Data AvailabilityInternal Process: Data Availability

Ensure that data is available in a uniform Ensure that data is available in a uniform fashion within your organization and to fashion within your organization and to customers. customers. If information is exchanged internally, it If information is exchanged internally, it needs to always be the most current and needs to always be the most current and in a similar format independent of the in a similar format independent of the source. source. – The information was being presented in a The information was being presented in a

non-uniform manner.non-uniform manner.– Different departments within the company did Different departments within the company did

not have access to the same information. not have access to the same information.

External Processes and Your External Processes and Your CustomersCustomers

External processes refer to the methods of External processes refer to the methods of information delivery directly to your information delivery directly to your customers. customers.

A truly successful CRM implementation A truly successful CRM implementation involves the logical and effective involves the logical and effective organization of all methods used to organization of all methods used to disseminate information to your customers disseminate information to your customers (telephone, fax, Web site, etc.).(telephone, fax, Web site, etc.).

External Processes and Your External Processes and Your Customers Customers contd. …contd. …

Internal processes should lead to what most consumers are Internal processes should lead to what most consumers are looking for: looking for: a self-serve Web sitea self-serve Web site with as much or as little information with as much or as little information as each consumer wants to see, to be decided individually.as each consumer wants to see, to be decided individually.Able to find the information they were looking for quickly Able to find the information they were looking for quickly and without too much searchingand without too much searching. .

If they wanted to see detail, there was a place to get more If they wanted to see detail, there was a place to get more detail.detail.

If all they wanted was an overview, it was presented in a If all they wanted was an overview, it was presented in a professional and easy-to-grasp manner.professional and easy-to-grasp manner.

This means that your presentation of company data has to be This means that your presentation of company data has to be focused on how your customers would like to see it, not focused on how your customers would like to see it, not

how you as the company would like to present it.how you as the company would like to present it.

Providing Timely InformationProviding Timely Informationbe aware of the be aware of the dynamic nature of the dynamic nature of the Internet. Internet.

Information presented is not as static as in other Information presented is not as static as in other media. media. Providing your customers with up-to-date Providing your customers with up-to-date information about your products and services is information about your products and services is easier when working on the Web. easier when working on the Web.

Web sites can be updated quickly. Web sites can be updated quickly. This speed and flexibility also presents a challenge, This speed and flexibility also presents a challenge,

however, because customers expect your however, because customers expect your information to be timely. information to be timely.

PersonalizationPersonalization

Make the customer feel as if he or she is the most Make the customer feel as if he or she is the most important customer.important customer.

This This external process of posting personalized information external process of posting personalized information cannot be accomplished without a high degree of internal cannot be accomplished without a high degree of internal structurestructure..

This type of detailed information requires that the internal This type of detailed information requires that the internal processesprocesses that both affect both the order status (delays in that both affect both the order status (delays in shipping, inventory control, etc.) and appointment shipping, inventory control, etc.) and appointment scheduling (resource availability, weather conditions, scheduling (resource availability, weather conditions, delivery of material, etc.) delivery of material, etc.) be closely trackedbe closely tracked..

Update appointment and order tracking information. Update appointment and order tracking information.

Provide each department with an easy way of updating the Provide each department with an easy way of updating the information that is presented on the Web site. information that is presented on the Web site.

Access to Third-Party Access to Third-Party InformationInformation

providing complete product information providing complete product information via your Web site, via your Web site, includes providing includes providing indirect links to your competitor's productsindirect links to your competitor's products (i.e., links to independent review firms).(i.e., links to independent review firms). When you provide a central location When you provide a central location where customers know they can find where customers know they can find complete product information, you entice complete product information, you entice customers to use your site as a point of customers to use your site as a point of reference. reference. This will, very likely, result in increased This will, very likely, result in increased salessales

Easy-to-Use Ordering ProcessEasy-to-Use Ordering Processhave well-organized internal processes have well-organized internal processes

Do not have discrepancies between the product catalog and actual Do not have discrepancies between the product catalog and actual inventory. inventory.

Establish a direct link between available inventory and the Establish a direct link between available inventory and the products that are actually displayed in the online catalog.products that are actually displayed in the online catalog.

Take the customers through a step-by-step, secure process the Take the customers through a step-by-step, secure process the entire order can be completed in minutes. entire order can be completed in minutes.

Once the order is placed, customers are notify via e-mail and sent Once the order is placed, customers are notify via e-mail and sent periodic e-mails reflecting the status of their order. periodic e-mails reflecting the status of their order.

Combine with the cooperation of the third-party manufacturers Combine with the cooperation of the third-party manufacturers mentioned previously mentioned previously

The Benefits of Keeping Things The Benefits of Keeping Things SimpleSimple

Customers should feel welcome. Customers should feel welcome.

Customers should feel informed. Customers should feel informed.

Customers should feel secure.Customers should feel secure.

Customers should be presented Customers should be presented cohesive information cohesive information

Pre-Order Customer-Support Pre-Order Customer-Support IssuesIssues

Pre-Order Customer-Support Pre-Order Customer-Support IssuesIssues

Online Visibility via Search EnginesOnline Visibility via Search Engines

Real-Time Access to Product Real-Time Access to Product InformationInformation

Inventory IntegrationInventory Integration

International BusinessInternational Business

ShippingShipping

Order TrackingOrder Tracking

Online Visibility via Search Online Visibility via Search EnginesEngines

When creating an online store, When creating an online store,

One of the top five questions we get One of the top five questions we get asked when creating an e-commerce asked when creating an e-commerce site is site is

"How can we get listed high on the "How can we get listed high on the search engines?" search engines?"

Few notable facts to ensure Few notable facts to ensure online online visibility via search engines visibility via search engines ……

Make sure your Web site contains all the Make sure your Web site contains all the elements used by search engines to classify elements used by search engines to classify and rank topics.and rank topics.

Some common tools used by all search Some common tools used by all search engines are the engines are the invisible codes used at the invisible codes used at the beginning of pagesbeginning of pages, which specify the author, , which specify the author, topic, and keywords for a particular page. topic, and keywords for a particular page.

These codes are referred to as These codes are referred to as META tagsMETA tags and and are not displayed on a page but are used by are not displayed on a page but are used by search engines to rank pages. search engines to rank pages.

Few notable facts to ensure Few notable facts to ensure online online visibility via search engines visibility via search engines … … META tagsMETA tags

META tags are special HTML elements used with META tags are special HTML elements used with Web pages that include typical "header" Web pages that include typical "header" information about the page, most notably information about the page, most notably specific keywords related to the contents of the specific keywords related to the contents of the page, which in turn are noticed by search page, which in turn are noticed by search engines. engines.

For example, if a Web page contains "football" For example, if a Web page contains "football" within its META tags, a user search on the term within its META tags, a user search on the term "Indianapolis Colts football" would likely return "Indianapolis Colts football" would likely return this page as a possible hit.this page as a possible hit.

Few notable facts to ensure online visibility via Few notable facts to ensure online visibility via search engines search engines ……Ranking Web sitesRanking Web sites

Every search engine uses a Every search engine uses a unique algorithm unique algorithm to rank Web sites.to rank Web sites.

After a site is submitted to a search engine it After a site is submitted to a search engine it is investigated either by a human or an is investigated either by a human or an automatic search tool also referred to as a automatic search tool also referred to as a bot.bot.

It is then It is then classified into a category or several classified into a category or several categories. categories.

Depending on the search engine, Depending on the search engine, the site will the site will also be associated with certain keywords that also be associated with certain keywords that appear in its contentappear in its content..

Few notable facts to ensure Few notable facts to ensure online visibility via search online visibility via search engines engines … … BOT BOT

A bot is a A bot is a program that searches a program that searches a Web site. Web site.

The method will vary, but usually the The method will vary, but usually the search starts at the root of the site search starts at the root of the site (for (for example, www.mysite.com), example, www.mysite.com), which is which is submitted to the search engine. submitted to the search engine.

The bot then The bot then follows all links from this follows all links from this page recursively until it has mapped page recursively until it has mapped the whole site. the whole site.

Few notable facts to ensure online visibility via search Few notable facts to ensure online visibility via search engines engines … … Issues to be handledIssues to be handled

Due to the number of new sites being Due to the number of new sites being submitted, submitted, search engine submissions need search engine submissions need to be repeated every three to six months. to be repeated every three to six months.

Because the Web is growing rapidly search Because the Web is growing rapidly search engine databases are growing dramaticallyengine databases are growing dramatically. .

A site that was A site that was once listed early in a search once listed early in a search after initial submission might now be pushed after initial submission might now be pushed back due to new sites replacing it.back due to new sites replacing it.

Few notable facts to ensure online visibility Few notable facts to ensure online visibility via search engines via search engines … … issues to beissues to be

The majority of The majority of automatic submission automatic submission software and/or service have limited software and/or service have limited success. success.

Some services and/or software do assist in Some services and/or software do assist in submitting your sites to several search submitting your sites to several search engines; engines; won't ensure success won't ensure success if the most if the most important engines are not includedimportant engines are not included. .

Few notable facts to ensure online visibility via search Few notable facts to ensure online visibility via search engines engines … … Issues to be handledIssues to be handled

When submitting your site, you need When submitting your site, you need to to make sure that searches on the make sure that searches on the top sites list your entry top sites list your entry

Few notable facts to ensure online Few notable facts to ensure online visibility via search engines visibility via search engines ……Meta Meta

search sitessearch sitesMeta search sites Meta search sites will collect data from will collect data from several search engine sites. several search engine sites.

This new form of search engine allows This new form of search engine allows users to users to collect results from several collect results from several search engine databases at once.search engine databases at once.

Your site does not need to be submitted Your site does not need to be submitted to them directly, but it must to them directly, but it must be listed be listed on the individual search engine sites.on the individual search engine sites.

Domain NamesDomain NamesE-commerce sites have long been dependent on search engines to get customers to E-commerce sites have long been dependent on search engines to get customers to their store; however, as more of the less sophisticated customers come online, their store; however, as more of the less sophisticated customers come online, an an easy-to-find virtual location is crucial. easy-to-find virtual location is crucial.

The key to a The key to a virtual location is your company's domain name.virtual location is your company's domain name.

In the early days of the Web, most locations were not very easy to understand or In the early days of the Web, most locations were not very easy to understand or remember. Web sites would commonly have long, complicated names that were remember. Web sites would commonly have long, complicated names that were hard to decipher.hard to decipher.

As Web sites have become important marketing tools for companies, it is important As Web sites have become important marketing tools for companies, it is important to to have a home page with an easily remembered and intuitive name:have a home page with an easily remembered and intuitive name: For example, For example, http://www.mystore.com/..

As a result of this development, As a result of this development, search engines are no longer the only navigation search engines are no longer the only navigation tools directing people to your Web site. tools directing people to your Web site.

Many companies Many companies display their Web address in TV commercials, print ads, and other display their Web address in TV commercials, print ads, and other forms of marketing materials. forms of marketing materials.

Real-Time Access to Product Real-Time Access to Product InformationInformation

Real-Time Access to Product Information- Real-Time Access to Product Information-

Product CatalogProduct CatalogProduct searches Product searches Product comparisonsProduct comparisonsIn depth access to ProductIn depth access to ProductVisual presentation Visual presentation Text presentationText presentationOther product informationOther product informationproduct comparison within catalogsproduct comparison within catalogsFeedback and reviewsFeedback and reviewsCustomer ReviewsCustomer ReviewsFeedback ForumsFeedback Forums

Product CatalogProduct Catalog The The building block of any good store is product building block of any good store is product information and detailsinformation and details. . This should be organized in your product catalog, This should be organized in your product catalog, which should which should list your product categories and list your product categories and items within themitems within them. . One unique advantage of online stores versus One unique advantage of online stores versus brick-and-mortar stores should be that a brick-and-mortar stores should be that a customer does not have to look though a customer does not have to look though a complete inventory of products to find something complete inventory of products to find something he or she is looking for. he or she is looking for. Some consumers might tend to browse, and Some consumers might tend to browse, and therefore look at your entire collection, but most therefore look at your entire collection, but most want to look at a specific product in which they want to look at a specific product in which they are interested.are interested.

Product SearchesProduct SearchesThe following are some of the keys to a successful online product The following are some of the keys to a successful online product catalog.catalog.– Well-defined categories. Well-defined categories. If a product is not placed in an If a product is not placed in an

"understandable and logical category, your customers will get "understandable and logical category, your customers will get frustrated with searching through endless lists of products they are not frustrated with searching through endless lists of products they are not interested in.interested in.

– Ease of navigation. Ease of navigation. Similar to shopping at a physical store, people Similar to shopping at a physical store, people will come to simply browse your inventory. If this is a pleasant will come to simply browse your inventory. If this is a pleasant experience—free from dead ends and clutter—the purchasing process experience—free from dead ends and clutter—the purchasing process will be perceived as good. Even in a virtual store, specials and other will be perceived as good. Even in a virtual store, specials and other noteworthy product information should be prominently displayed on noteworthy product information should be prominently displayed on your site.your site.

– Virtual store tours. Virtual store tours. In some instances, a virtual tour of your online In some instances, a virtual tour of your online store will give the consumer a good overview of your products.store will give the consumer a good overview of your products.

– Customizable search criteria. Customizable search criteria. In building your catalog database, In building your catalog database, keep in mind that consumers will want to search for specific product keep in mind that consumers will want to search for specific product criteria. Some of the more common searches include product name, criteria. Some of the more common searches include product name, product part number, color, and size.product part number, color, and size.

– Of course these criteria depend largely on your product, but it is Of course these criteria depend largely on your product, but it is important to allow a combination of search criteria in your online important to allow a combination of search criteria in your online catalog.catalog.

Product Searches Product Searches contd. …contd. …

Remember to include a Remember to include a keyword keyword search within your search capabilities search within your search capabilities so that important related criteria will so that important related criteria will result in search hits, even if specific result in search hits, even if specific product information is not available product information is not available such as those listed here (color, size, such as those listed here (color, size, etc.).etc.).

Product ComparisonsProduct ComparisonsThe key to success for online stores The key to success for online stores has turned to has turned to getting customers into their site.getting customers into their site.

Selling still Selling still relies on brand and name recognitionrelies on brand and name recognition ——especially when getting repeat business. especially when getting repeat business.

Even if a sale is not made on the initial visit, a site Even if a sale is not made on the initial visit, a site can become can become a portal for future purchases because it a portal for future purchases because it presents information about prices from different presents information about prices from different vendors in a simple and straightforward manner.vendors in a simple and straightforward manner.

Online commerce sites have the added advantage of Online commerce sites have the added advantage of offering general information along with specific offering general information along with specific products.products.

In-Depth Access to ProductIn-Depth Access to ProductWhen consumers are asked what they When consumers are asked what they

like about shopping online, the like about shopping online, the answer includes the following: answer includes the following:

1.1. convenience of not leaving the house convenience of not leaving the house 2.2. having all of their needs met in one having all of their needs met in one

place, place, 3.3. the ability to get detailed information the ability to get detailed information

about a product before the purchase.about a product before the purchase.E.g. Amazon.comE.g. Amazon.com

Text PresentationText PresentationIn most cases, the product will need some text In most cases, the product will need some text description. Consider the following options.description. Consider the following options.ContentsContents. If the product has any ingredients or . If the product has any ingredients or sub-components, a listing will assist the sub-components, a listing will assist the consumer in a decision.consumer in a decision.DescriptionDescription. A verbal description of the product . A verbal description of the product can be valuable when relating details not can be valuable when relating details not presented by an image or video.presented by an image or video.Part numbersPart numbers. It is important to include any . It is important to include any internal part numbers a consumer might need internal part numbers a consumer might need when ordering an item either online or via when ordering an item either online or via another medium (i.e., phone).another medium (i.e., phone).

Visual PresentationVisual PresentationThe following are a few visual options to consider.The following are a few visual options to consider.– ImageImage.. Most common visual presentations are made via Most common visual presentations are made via

simple images. These images can show the product from simple images. These images can show the product from different angles or show different aspects of the item.different angles or show different aspects of the item.

– VideoVideo.. Some products might require a more detailed Some products might require a more detailed visual presentation, or a product application may need visual presentation, or a product application may need to be demonstrated.to be demonstrated.

– 3-D image3-D image This technique is used when the customer This technique is used when the customer should get a feel for what the item looks like from should get a feel for what the item looks like from different angles. It is used extensively by car different angles. It is used extensively by car manufacturers and in the real estate industry.manufacturers and in the real estate industry.

– DrawingsDrawings.. If a real image is not applicable or possible If a real image is not applicable or possible due to the nature of the product, a drawing will show the due to the nature of the product, a drawing will show the customer what the item represents.customer what the item represents.

Other Product InformationOther Product InformationSome products might Some products might require descriptions or require descriptions or

technical detailstechnical details that the consumer might find that the consumer might find beneficial when evaluating products.beneficial when evaluating products. Consider the following details.Consider the following details.– Technical specificationsTechnical specifications.. Engineering or computer Engineering or computer

products might have a long list of technical products might have a long list of technical specifications.specifications.

– Sizes and measuresSizes and measures. Imagine you are shopping for a . Imagine you are shopping for a new desk (a computer workstation) online. As a new desk (a computer workstation) online. As a consumer, you're going to want to know the specific consumer, you're going to want to know the specific measurements of the desk to ensure you can place it in measurements of the desk to ensure you can place it in your room and that your equipment fits into it. your room and that your equipment fits into it.

Product Comparison within the Product Comparison within the CatalogCatalog

If your product catalog includes similar If your product catalog includes similar items from different vendors, you should items from different vendors, you should provide a way for the consumer to see a provide a way for the consumer to see a comparison between features and benefits.comparison between features and benefits.

If you are in an industry where consumers If you are in an industry where consumers are aware of competitor’s products, or if are aware of competitor’s products, or if your items have particular advantages over your items have particular advantages over those of your competitors, you might want those of your competitors, you might want to consider to consider allowing product comparisons.allowing product comparisons.

Customer ReviewsCustomer ReviewsThese reviews add an important These reviews add an important independent voice to the purchasing independent voice to the purchasing process.process.

Though customer reviews shouldn't Though customer reviews shouldn't necessarily be edited, there is a good necessarily be edited, there is a good reason for keeping a close eye on what reason for keeping a close eye on what customers are posting in reviews. customers are posting in reviews.

Another aspect of monitoring reviews is to Another aspect of monitoring reviews is to make sure that you get information from make sure that you get information from the person posting the opinion.the person posting the opinion.

Feedback ForumsFeedback ForumsThe customer retention aspect of feedback The customer retention aspect of feedback forums. forums. Holds great value in the pre-order portion of your Holds great value in the pre-order portion of your Web site. Web site. Forums allow customers to discuss and exchange Forums allow customers to discuss and exchange opinions.opinions.New customers who are interested in finding New customers who are interested in finding more information about the application or quality more information about the application or quality of your product can use the forum tool to receive of your product can use the forum tool to receive unbiased opinions. unbiased opinions. This tool can provide you with excellent word-of-This tool can provide you with excellent word-of-mouth advertisings.mouth advertisings.

Inventory IntegrationInventory Integration The customers will want to know when The customers will want to know when they can expect the item to arrive.they can expect the item to arrive.

If you are building an online store, If you are building an online store, make make sure to include delivery time and product sure to include delivery time and product availability in your planningavailability in your planning. .

If you are unable to provide live inventory If you are unable to provide live inventory information, let the customer know that information, let the customer know that from the beginningfrom the beginning. .

Real-Time InventoryReal-Time InventoryDetermine whether your Web site has access to Determine whether your Web site has access to data stored in your inventory system.data stored in your inventory system.If you are unable to provide access to your live If you are unable to provide access to your live inventory system use a periodic upload.inventory system use a periodic upload.The following are some common inventory status The following are some common inventory status signifiers.signifiers.– In stockIn stock.. The item is available to be shipped The item is available to be shipped

immediately from your warehouse. immediately from your warehouse. – In warehouseIn warehouse. You have the item, but it needs to be . You have the item, but it needs to be

transported to your fulfillment center.transported to your fulfillment center.– On backorderOn backorder. If you can be more specific as to the . If you can be more specific as to the

time it will take to get the item into your warehouse, time it will take to get the item into your warehouse, then you should indicate your Web site.then you should indicate your Web site.

– Special orderSpecial order. If your factory needs to produce the . If your factory needs to produce the item or order it from a supplier, you should give item or order it from a supplier, you should give customers an approximate timeframe for this process.customers an approximate timeframe for this process.

Order ProcessingOrder ProcessingAn important aspect of the online store is the time your An important aspect of the online store is the time your organization takes to organization takes to generate an ordergenerate an order. .

Delays in order processing can result from your internal Delays in order processing can result from your internal processes between departments and locations. processes between departments and locations. If you fulfill your orders from a different location than where If you fulfill your orders from a different location than where your Web site orders are processed, your customers might your Web site orders are processed, your customers might face delay.face delay.It is important to communicate these potential delays to It is important to communicate these potential delays to your customersyour customers. . If your inventory is very low, make sure the consumer is If your inventory is very low, make sure the consumer is aware that you will have to order from a supplier.aware that you will have to order from a supplier. If you custom-manufacture items, the consumer should be If you custom-manufacture items, the consumer should be made aware that he or she might have to wait longer to made aware that he or she might have to wait longer to receive merchandise.receive merchandise.

Alternate Products in StockAlternate Products in Stock

The vendor made me aware that it The vendor made me aware that it was out of stock and included a was out of stock and included a couple of alternate products that couple of alternate products that could serve my purpose. could serve my purpose.

Customers are glad to change the Customers are glad to change the order and switch to a product that order and switch to a product that was in stock. was in stock.

International BusinessInternational Business

New challenges that you need to consider when building your New challenges that you need to consider when building your site.site.Although a large majority of the world has adopted English Although a large majority of the world has adopted English as the common business language, you need to as the common business language, you need to consider consider translating your site into a country's native languagetranslating your site into a country's native language if you if you want to target a particular market. want to target a particular market.

When you do so, make sure that you When you do so, make sure that you find a good translator. find a good translator. and avoid unprofessional Web sites with improper phrases and avoid unprofessional Web sites with improper phrases or misspelled words.or misspelled words.

The most important aspect of dealing with The most important aspect of dealing with foreign orders is foreign orders is pricing and shipping costs. pricing and shipping costs.

Display prices in foreign currencies.Display prices in foreign currencies.

ShippingShippingDifferent product delivery and pickup options. Different product delivery and pickup options.

In-store pickupIn-store pickup. . If you have a physical store and customers are physically able to If you have a physical store and customers are physically able to

pick up merchandise make sure that they can choose this pick up merchandise make sure that they can choose this option. This also means that your staff will need to be able to option. This also means that your staff will need to be able to help customers who purchased an item from your site.help customers who purchased an item from your site.

Postal mail.Postal mail.Postal Service has been very proactive in meeting the shipping Postal Service has been very proactive in meeting the shipping

and courier service demands brought about by e-commerce. and courier service demands brought about by e-commerce. You have the option of using services ranging from overnight You have the option of using services ranging from overnight to standard mail (which is the lowest cost option).to standard mail (which is the lowest cost option).

Shipping services.Shipping services. – These companies, the biggest being UPS and Federal Express, These companies, the biggest being UPS and Federal Express,

specialize in fast and easy-to-track shipping. The services specialize in fast and easy-to-track shipping. The services include all options from next-day, early morning to standard include all options from next-day, early morning to standard next-day to UPS blue, which is guaranteed to arrive within next-day to UPS blue, which is guaranteed to arrive within three to five business days.three to five business days.

Shipping and Handling CostsShipping and Handling Costs

The key is to make sure the shopper is The key is to make sure the shopper is aware of the cost for packaging cost in aware of the cost for packaging cost in advance. advance.

It is not good to let a customer It is not good to let a customer discover unexpected additional fees at discover unexpected additional fees at the end of the purchasing process.the end of the purchasing process.

International ShippingInternational ShippingOne of the main problems when fulfilling International orders One of the main problems when fulfilling International orders

is is how to guarantee delivery and receipt of your product.how to guarantee delivery and receipt of your product.

The most common solution is to The most common solution is to use one of the main shipping use one of the main shipping service companies. service companies.

Select shipping companies with Select shipping companies with good experience and good experience and control over deliveries in foreign countriescontrol over deliveries in foreign countries. .

Make your customer aware that there might be additional Make your customer aware that there might be additional charges from the shipping company.charges from the shipping company.

Make sure that you investigate the country of destination Make sure that you investigate the country of destination and which shipping service is preferable.and which shipping service is preferable.

Order TrackingOrder Tracking

Tracking the status of an order is Tracking the status of an order is important elements of a satisfactory important elements of a satisfactory transaction. transaction.

If customers know and understand If customers know and understand where their order is in the process of where their order is in the process of getting filled, they will feel more getting filled, they will feel more comfortable making purchases.comfortable making purchases.

POINT-OF-ORDER CUSTOMER-POINT-OF-ORDER CUSTOMER-SUPPORT ISSUESSUPPORT ISSUES

Understanding Point-of-Order Understanding Point-of-Order IssuesIssues

Consists of how customers actually provide Consists of how customers actually provide order information, such as the specifics concerning order information, such as the specifics concerning which product(s) they wish to purchase (e.g., which product(s) they wish to purchase (e.g., quantity, color, size) and quantity, color, size) and their billing information. their billing information.

defining point of order should include measures to defining point of order should include measures to understand how the manufacturer of that product understand how the manufacturer of that product has has ""cemented your affinity for it .cemented your affinity for it .

how well the product has served your specific needs. how well the product has served your specific needs.

““Post-Order Customer Support,”Post-Order Customer Support,”

it usually begins during the point-of-it usually begins during the point-of-order stage. order stage.

capture the sale and capture the sale and develop a sense develop a sense of community / sense of ownership in of community / sense of ownership in your customers.your customers.

Understanding Point-of-Order Understanding Point-of-Order Issues Issues contd. …contd. …

The following are the components of The following are the components of the point-of-order stage.the point-of-order stage.– Ensuring a smooth ordering processEnsuring a smooth ordering process– Personalizing the order processPersonalizing the order process– Providing an intuitive site-navigation Providing an intuitive site-navigation

schemescheme– Providing pricing informationProviding pricing information– Addressing customer-security concerns.Addressing customer-security concerns.

Providing Self-Service to Your Providing Self-Service to Your CustomersCustomers

Delay at checkout is due to lack of Delay at checkout is due to lack of pricing informationpricing information. . Enable the customer to price his or her Enable the customer to price his or her product.product.

1.1. When thinking of CRM issues, always try When thinking of CRM issues, always try to imagine yourself in the role of to imagine yourself in the role of customer. customer.

2.2. What types of things do you look for in a What types of things do you look for in a company that you enjoy doing business company that you enjoy doing business with?with?

Components of a Well-Designed Components of a Well-Designed Ordering ProcessOrdering Process

Point-of-order interface is a crucial first step to Point-of-order interface is a crucial first step to building and maintaining customer loyalty. building and maintaining customer loyalty.

If your If your customers are excited and interested customers are excited and interested about your product before they visit your Web about your product before they visit your Web site, site, you can compound that excitement and you can compound that excitement and interest by providing them with an easy, fun-to-interest by providing them with an easy, fun-to-use point-of-order interface. use point-of-order interface.

capitalize on that novelty by providing your capitalize on that novelty by providing your customerscustomers with the most efficient, interesting with the most efficient, interesting point-of-order interface you canpoint-of-order interface you can (without (without overloading them with information). overloading them with information).

Maximizing the Electronic Maximizing the Electronic Shopping CartShopping Cart

When implemented effectively, the shopping cart allows When implemented effectively, the shopping cart allows customers ancustomers anEasy and interactive method of selecting, reviewing, and Easy and interactive method of selecting, reviewing, and ultimately purchasing goods via the Webultimately purchasing goods via the Web..

Customers can quickly add items of interest to it. Customers can quickly add items of interest to it. The option to buy is always present, and customers don't have The option to buy is always present, and customers don't have

to make a mental note of items they wish to purchase.to make a mental note of items they wish to purchase.

Customers don't feel pressured to buy the item.Customers don't feel pressured to buy the item.They know that they can add the item(s) of interest to their They know that they can add the item(s) of interest to their

cart at any time and are inclined to browse deeper into cart at any time and are inclined to browse deeper into your product catalog with the potential of buying multiple your product catalog with the potential of buying multiple items.items.

Maximizing the Electronic Maximizing the Electronic Shopping Cart Shopping Cart contd. …contd. …

When the customer proceeds to checkout, the functionality When the customer proceeds to checkout, the functionality provided by the shopping cart should focus on,provided by the shopping cart should focus on,

– an easy exit from the ordering processan easy exit from the ordering process, either to simply cancel , either to simply cancel the process or to resume shopping. the process or to resume shopping.

– Full descriptions of the products in the shopping cart should Full descriptions of the products in the shopping cart should remain available.remain available...

– The shopping cart should be "fully editable," even during the The shopping cart should be "fully editable," even during the checkout phasecheckout phase. .

– Always provide customers a method of removing items from Always provide customers a method of removing items from their cart. Conversely, always provide customers an easy way their cart. Conversely, always provide customers an easy way of adding items to their cart.of adding items to their cart.

– provide a direct link back to the shopping cart or checkout provide a direct link back to the shopping cart or checkout process they left to get the product detail informationprocess they left to get the product detail information

Providing Complete Product Providing Complete Product InformationInformation

Provide a complete view of product Provide a complete view of product informationinformation

Personalizing the Order ProcessPersonalizing the Order Processensure that the customer's entire experience on ensure that the customer's entire experience on your Web site is personalized.your Web site is personalized.

This can be achieved byThis can be achieved by

1.1. Exploiting Previous Order HistoryExploiting Previous Order History

2.2. Allow customers to ‘ Own Your Site”Allow customers to ‘ Own Your Site”

Exploiting Previous Order Exploiting Previous Order HistoryHistory

Related links can be used to steer the customer Related links can be used to steer the customer in different directions, not simply to items related in different directions, not simply to items related to previous purchases. to previous purchases.

Consider how many Web sites you visit where you Consider how many Web sites you visit where you see a list of personalized links entitled something see a list of personalized links entitled something like "If you liked 'a', you'll probably like 'b', too!" like "If you liked 'a', you'll probably like 'b', too!" (where "a" is a previous purchase and "b" may be (where "a" is a previous purchase and "b" may be an unrelated item that might appeal to the an unrelated item that might appeal to the customer as well books, music, movies, etc.).customer as well books, music, movies, etc.).

Allow Customers to "Own Your Site”Allow Customers to "Own Your Site”Consider the following ways to provide a sense of ownership to Consider the following ways to provide a sense of ownership to your customers.your customers.– Provide links to related purchases based on previous Provide links to related purchases based on previous

sales. sales.

– Allow your customers to build their own navigation Allow your customers to build their own navigation through your site by allowing them to customize data through your site by allowing them to customize data views.views.

– Provide them with access to complete information on Provide them with access to complete information on the product they ordered. the product they ordered.

– Finally, always give them the opportunity to modify their Finally, always give them the opportunity to modify their customer profile. customer profile.

Keeping Your Navigation Keeping Your Navigation Scheme ProductScheme Product

Navigation should involve product information as much as possible.Navigation should involve product information as much as possible. For example, on your home page you might display a graphic of your latest product.), the For example, on your home page you might display a graphic of your latest product.), the graphic representing the product should be a link in and of itself, either directly to an order graphic representing the product should be a link in and of itself, either directly to an order form or immediately to a general product-information page form or immediately to a general product-information page

Information on products should be accessible at any time, from any point Information on products should be accessible at any time, from any point in your Web site.in your Web site. A circular navigation scheme should provide links to the following on A circular navigation scheme should provide links to the following on every page:every page:

Your home pageYour home pageCustomer's shopping cartCustomer's shopping cartCustomer's profileCustomer's profile

Your site should also have a search form,Your site should also have a search form, both for the entire site as well as both for the entire site as well as subcategories. subcategories.

Provide links to related areas of interest, both inside and outside your Provide links to related areas of interest, both inside and outside your site.site.

These links should be customizable by the customers themselves to evoke a These links should be customizable by the customers themselves to evoke a more personalized and effective experience on your site.more personalized and effective experience on your site.

Implementing Site-Navigation Implementing Site-Navigation FeaturesFeatures

CRM site navigation should focus on the product.CRM site navigation should focus on the product.Develop an attractive and functional navigation Develop an attractive and functional navigation

mechanism to allow access to your site's information.mechanism to allow access to your site's information.

The classic navigation scheme is The classic navigation scheme is through frames, through frames, using a table of contents structureusing a table of contents structure (with the list of (with the list of available links at the left or sometimes top of the page available links at the left or sometimes top of the page and the contents frame used to display those linked and the contents frame used to display those linked pages). pages).

Utilize basic HTML and simple design tricksUtilize basic HTML and simple design tricks to hide to hide the fact that the window is divided into frames. (i.e., the fact that the window is divided into frames. (i.e., you can hide the typical frame borders, scroll bars, you can hide the typical frame borders, scroll bars, etc.).etc.).

Providing Pricing InformationProviding Pricing Information Do you have interactive maps for shipping purposes?Do you have interactive maps for shipping purposes?

A good way to represent overall pricing information (including shipping information) is A good way to represent overall pricing information (including shipping information) is to provide an interactive map where customers can quickly click on their location to provide an interactive map where customers can quickly click on their location and specific shipping costs can be immediately applied to the total price of the and specific shipping costs can be immediately applied to the total price of the ordered item(s).ordered item(s).

Can the cost of different shipping methods be compared?Can the cost of different shipping methods be compared? You should provide information on various shipping methods (overnight, next day, You should provide information on various shipping methods (overnight, next day,

regular mail, etc.) and have these various shipping options automatically figured regular mail, etc.) and have these various shipping options automatically figured into the total price.into the total price.

Does your site provide different price lists for different types Does your site provide different price lists for different types of customers?of customers?

If you may have pricing incentives for different customer types these pricing structures If you may have pricing incentives for different customer types these pricing structures should be automatically computed in to the total price. Have this information in should be automatically computed in to the total price. Have this information in your customer profile and customers if they belong to a special sales group your customer profile and customers if they belong to a special sales group each time they visit your site.each time they visit your site.

Have a foreign currency exchange rate calculator on your Have a foreign currency exchange rate calculator on your site? site?

This will enable international customers to quickly determine additional shipping costs This will enable international customers to quickly determine additional shipping costs in relation to the total price of their order.in relation to the total price of their order.

Providing Ease of BillingProviding Ease of Billing

To provide billing options.To provide billing options.

The best e-commerce sites retain The best e-commerce sites retain previous order information to make previous order information to make the billing process as quick as the billing process as quick as possible.possible.

Providing Ease of Billing Providing Ease of Billing contd. …contd. …

Some general tips on providing ease of Some general tips on providing ease of billing.billing.– You should provide one-click billing whenever You should provide one-click billing whenever

possible.possible. – Once at the order form, previous general Once at the order form, previous general

information is automatically providedinformation is automatically provided (address, (address, phone, etc.), so the customer only has to select phone, etc.), so the customer only has to select method of payment and shipping option.method of payment and shipping option.

– Additionally, Additionally, you should provide customers you should provide customers with the ability to access multiple billing and with the ability to access multiple billing and shipping accounts. shipping accounts.

Addressing Customer-Security Addressing Customer-Security ConcernsConcerns

This depends on This depends on 1.1. the type of security features built into a site, the type of security features built into a site, 2.2. the degree to which you can your customers assurance about the degree to which you can your customers assurance about

the security of your site.the security of your site.

In essence, you can address security issues in two ways: In essence, you can address security issues in two ways:

1.1. The type of technical security features you have in placeThe type of technical security features you have in place (site (site certificates, etc.) and the type of psychological security features certificates, etc.) and the type of psychological security features you employ.you employ.

2.2. What are psychological security features?What are psychological security features?

These are processes serve more to These are processes serve more to calm the fears of Web-fraud-calm the fears of Web-fraud-concerned customers than to really provide additional security. concerned customers than to really provide additional security.

Provide a higher level of security to eliminate the fear of insecure Provide a higher level of security to eliminate the fear of insecure information being transmitted.information being transmitted.

Addressing Customer-Security Addressing Customer-Security ConcernsConcerns

Have a list of verification questions you can ask customers Have a list of verification questions you can ask customers before releasing confidential information. before releasing confidential information.

Normal functioning can also serve as security for Normal functioning can also serve as security for unauthorized access. unauthorized access.

For example, For example, you should always send a verification e-mail to customers you should always send a verification e-mail to customers confirming an order, billing/shipping options, etc. By doing confirming an order, billing/shipping options, etc. By doing so, you can also so, you can also alert customers to unauthorized accessalert customers to unauthorized access. .

In cases of unauthorized access have a complete In cases of unauthorized access have a complete infrastructure in place for dealing with problem resolution infrastructure in place for dealing with problem resolution and customer support. and customer support.

POST-ORDER CUSTOMER-POST-ORDER CUSTOMER-SUPPORT ISSUESSUPPORT ISSUES

Tracking OrdersTracking OrdersEnable customer order tracking throughEnable customer order tracking through

1.1. E-mailE-mail

2.2. Online statusOnline status

E-Mail Order StatusE-Mail Order StatusIncludesIncludes

Order receiptOrder receipt.. confirm the receipt of the orderconfirm the receipt of the orderreconfirm the items ordered, reconfirm the items ordered, the shipping address, and the shipping address, and the method of payment (in a secure format). the method of payment (in a secure format).

This e-mail should be sent automatically after the order is accepted.This e-mail should be sent automatically after the order is accepted.

Using plain e-mail messages to send credit-card and other sensitive Using plain e-mail messages to send credit-card and other sensitive information is a valid concern of many.information is a valid concern of many.

Avoid this problem by sending only part of the credit-card information (for Avoid this problem by sending only part of the credit-card information (for ample, the first and last four digits). ample, the first and last four digits).

If your customers are providing other private data (such social security If your customers are providing other private data (such social security number or account numbers), a similar security strategy can be used.number or account numbers), a similar security strategy can be used.

E-Mail Order StatusE-Mail Order StatusInventory statusInventory status..

confirm whether the item is out of confirm whether the item is out of stock and needs to be ordered from a stock and needs to be ordered from a supplier or manufactured.supplier or manufactured.

Process updateProcess update..

send updates on the status of this send updates on the status of this process.process.

E-Mail Order StatusE-Mail Order StatusShipping updateShipping update..

Provide details to the consumer as to Provide details to the consumer as to when you are sending the item. when you are sending the item.

If you are shipping only part of the If you are shipping only part of the order, communicate which parts order, communicate which parts were shipped by the specific carrier.were shipped by the specific carrier.

Use this opportunity to communicate Use this opportunity to communicate the status of the rest of the order as the status of the rest of the order as well.well.

Online StatusOnline Statushave a place on your Web site allowing have a place on your Web site allowing these customers access to the same these customers access to the same information.information.

it will it will serve as a permanent record in case serve as a permanent record in case customerscustomers need to document their need to document their transaction latertransaction later. .

It can be a significant enhancement for It can be a significant enhancement for your customers to have access to your customers to have access to documentation for warranty, tax, and documentation for warranty, tax, and other purposes.other purposes.

Online StatusOnline StatusThe traditional type of paper document The traditional type of paper document associated with each type of transaction.associated with each type of transaction.– Order received (order receipt or purchase order)Order received (order receipt or purchase order)– Order processed (invoice)Order processed (invoice)– Goods located in warehouse (inventory control)Goods located in warehouse (inventory control)– Package received by shipping company (shipping Package received by shipping company (shipping

receipt)receipt)– Customer signed for package (delivery slip)Customer signed for package (delivery slip)– Customer registers product (warranty registration)Customer registers product (warranty registration)– Post-order transactions (exchanges and returns) Post-order transactions (exchanges and returns)

Order-Fulfillment Problems Order-Fulfillment Problems handle the small number of transactions that handle the small number of transactions that have troubles associated with them.have troubles associated with them.The most common problems are the following:The most common problems are the following:– Product is not shippedProduct is not shipped– Product never arrives at customerProduct never arrives at customer– Product is faultyProduct is faulty– Product is the wrong size, model, etc.Product is the wrong size, model, etc.– Charges are incorrectCharges are incorrect

All of these problems require quick action on your All of these problems require quick action on your organization's part, often it is a difficult situation organization's part, often it is a difficult situation for the customer, who wants this to be resolved for the customer, who wants this to be resolved quickly (and without a large paper trail).quickly (and without a large paper trail).

Warranty SupportWarranty Support

capture the warranty information. capture the warranty information. during the actual process, during the actual process,

MECHANICS OF A SUCCESSFUL MECHANICS OF A SUCCESSFUL CRM WEB INTERFACECRM WEB INTERFACE

Audience ConsiderationsAudience ConsiderationsBefore starting to create a Web site, your first Before starting to create a Web site, your first consideration consideration has to be your target audience.has to be your target audience.

In the current technology environment, your design will be In the current technology environment, your design will be restricted by restricted by the speed of the connectionthe speed of the connection a visitor has. a visitor has.

The target audience will The target audience will determine the use of graphics, determine the use of graphics, multimedia, and other large portions of your Web site.multimedia, and other large portions of your Web site.

Be sure any design you implement is compatible across Be sure any design you implement is compatible across different 'browser types and different versions of the same different 'browser types and different versions of the same browsers. browsers.

If your audience is both businesses and home users, you will If your audience is both businesses and home users, you will be forced to implement both a low-speed and high-speed be forced to implement both a low-speed and high-speed version of your Web site.version of your Web site.

Essential Design ConsiderationsEssential Design Considerations

Audience ConsiderationsAudience Considerations

Navigation ConsiderationsNavigation Considerations

Customer ConsiderationsCustomer Considerations

Carefully consider the impact on your site if a browser fails Carefully consider the impact on your site if a browser fails to load and/or present all intended functionality. to load and/or present all intended functionality. Don't place a large percentage of your site functionality into Don't place a large percentage of your site functionality into a technology that may not perform consistently in different a technology that may not perform consistently in different browsers or different browser versions.browsers or different browser versions.

e.g. Macromedia Flash, behave consistently across browsers e.g. Macromedia Flash, behave consistently across browsers but are not yet standard with all browsers. This delays the but are not yet standard with all browsers. This delays the download time if your customer has not used the format download time if your customer has not used the format before.before.When presenting information on your home page, When presenting information on your home page, try to try to have all site functionality in view when the home page have all site functionality in view when the home page loads, rather than forcing the user to scroll to see loads, rather than forcing the user to scroll to see information.information.Use graphics as functional items,Use graphics as functional items, not just as window not just as window dressing.dressing.When using frames on a Web site, make sure that you When using frames on a Web site, make sure that you cannot accomplish the same functionality with a table.cannot accomplish the same functionality with a table.

Navigation ConsiderationsNavigation Considerations

Customer ConsiderationsCustomer Considerations

The effect of sound ,Video language interfaces and other special design consideration.