Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

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208 BUSINESS-TO-BUSINESS INTERNET MARKETING Moving to the One-to-One Customer Relationship The very idea of developing a one-to-one relationship with a customer was little more than a marketing fantasy before the advent of database marketing. With advances in computer technology, marketers now have access to even the most sophisticated marketing database products on their desktops. Nevertheless, the tools themselves are not enough: first, there must be a commitment to the concept of one-to-one relationship marketing, and then, there must be a strategy behind it. Web site analysis firm net.Genesis (www.netgen.com) goes so far as to formalize a process for understanding your online customer. In their Design for Analysis methodology, net.Genesis cites the need to identify goals, define metrics, assemble data, and build baseline business metrics. According to net.Genesis, the real path to understanding the customer is applying these metrics to solving real-world business problems. In a January 2000 research note on CRM, GartnerGroup (www.gartner.com) suggests that the customer database is at the core of any customer relationship management program. Gartner cites several key reasons for the prime importance of the customer database, including the fact that it offers a unified customer view and permits multichannel marketing. There is little doubt that organizations have generally recognized the value of the customer. Many b-to-b marketers now realize that building a customer-centric company is vital to corporate health and profitability, but even the most superb customer-oriented companies may still be far removed from anything resembling one-to-one customer relationships. One simple reason is that it often means changing attitudes, then business practices, and sometimes even the corporate culture. In the May 2000 issue of 1 to 1 magazine, Cisco is mentioned as a company that has virtually reinvented itself around customer needs. Already a pioneer in creating a customer-focused Web site, Cisco publishes a print and online magazine, along with dozens of e-mail newsletters that are industry and job specific. Cisco says all of these publications are offered free to customers, but they are only sent with a customer’s permission. According to the company, Cisco is pursuing a personalized, dynamic, customer-driven content model. Now, b-to-b marketers are realizing that it pays to get customers involved in solving their own problems. Customer self-service is a growing part of Internet-based marketing, and it is saving customers and
Building Customer Relationships 209 companies time and money. The MathWorks (www.mathworks.com), the world’s leading developer and supplier of technical computing software, is a good example. The MathWorks was one of the first 100 companies to create a Web site. Customers of The MathWorks include technology companies, government research labs, and more than 2,000 universities. The company’s primary product is MATLAB, a fundamental tool for engineering and scientific work. The MathWorks puts a major business emphasis on its services and support Web capabilities. Each month, The MathWorks’ Web site gets 220,000 visits from 120,000 users who can access 13,000 HTML pages of information. The number one destination of those users is the service and support area, which includes the ability to get technical support, check order status and license information, get quotes for products and services, edit contact information, obtain prerelease “sneak previews,” get downloads of product patches and updates, and gain access to the help desk and mini-courses. The most popular part of the service and support area is the company’s solution search database of over 10,000 cases, where customers can solve their own problems based on the experience of other customers. The move to customer self-service has paid off handsomely for The MathWorks. Now 90% of the company’s technical support happens over the Web. Users visit the site at least once every one to two months. “It is not just about sales and marketing,” says Patrick Hanna, Web manager for The MathWorks. “Our Web site includes full service and support. Service is the secret. If you do a good job at it, loyalty and repeat business will increase.” One-to-one customer marketing doesn’t have to be nearly that complex. A March 2000 issue of the Peppers and Rogers newsletter, IN- SIDE 1to1, reported on Hewlett-Packard’s efforts to improve upon product registration rates. For manufacturers, getting a customer who just purchased something to fill in that registration card is a major challenge…yet if the customer does so, the company collects customer data, which can be used for further promotions. Hewlett-Packard implemented an automatic registration link: Each time a customer installs HP software, a window pops up on the customer’s computer screen suggesting electronic registration. Then, within a minute of registering, the customer receives a personalized e-mail with a link to a Web page offering a coupon for an additional related purchase. This process, says the report, moved HP’s registration rate from 5% to as high as 20% while registration costs fell almost 90%.
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BUSINESS-TO-BUSINESS INTERNET MARKE
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BUSINESS-TO-BUSINESS INTERNET MARKE
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Publisher: Jim Hoskins Manager of F
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Acknowledgments For helping me crea
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Table of Contents Table of Contents
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Table of Contents xi Automated E-ma
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Table of Contents xiii Real Estate
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Table of Contents xv Maintaining On
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Table of Contents xvii Office.com (
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Table of Contents xix DellHost ....
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About This Book About This Book xxi
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Introduction The original edition o
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sively. Large businesses are moving
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101 Ways to Promote Your Web Site,
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