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

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220 BUSINESS-TO-BUSINESS INTERNET MARKETING Utilize customer promotions to increase customer involvement with the extranet. Consider offering gifts or incentives to customers who provide you with case histories or successful experiences with your product that you can then post on the extranet. Actively promote the benefits of the extranet to the customer base. Get customers excited about it and build a business case for its ongoing usage. It will repay you many times over in time and money saved. Incorporate online forms that allow customers to easily create user profiles, change their profiles, and request information. Use a Web database that enables you to update customer data online. The cost of this database will be quickly offset by the time saved in one-step data entry. Create an online solutions center to provide added value to customers. Integrate the legacy customer database with the extranet so that you can generate customized content that is individualized to each customer. Create online fulfillment in conjunction with the solutions center. Allow customers to request and receive product literature in the way they prefer—via e-mail, fax, or traditional mail. Encourage them to go to the Web to unlock or download information directly from the extranet. Consider using push technology to deliver product information directly to your customers’ desktops by request, via periodic e-mail newsletters or Web pages. Explore emerging technologies that link the extranet with Internetbased telephony to provide customers with a new level of personalized customer support. Establish online measurement criteria and do periodic customer surveys to analyze customer usage of the extranet, understand which areas of the extranet are most and least popular, and continuously improve the extranet.
Successful CRM Programs Note Building Customer Relationships 221 The good news for b-to-b companies is that CRM success stories are being written every day. “What Works: Ten Significant CRM Implementations of 2000” was a special report released in April 2001 by market analyst Aberdeen Group (www.aberdeen.com). The firm selected top CRM implementations based on real business problems, their solutions, and concrete return on investment. Each award was accompanied by a case study, based on in-depth research of CRM suppliers, customers, and implementation strategies. The focus is on the application rather than the vendor and the study is not restricted to any one company size or industry. The full report can be purchased from Aberdeen. Following is the list of the firm’s selected winners: End User Vendor Viewsonic Allegis Dell Computer Annuncio Comshare Applix Quicklogic Azerity British Telecom eAssist Blue Cross/Blue Shield of NY FirePond Guaranty Bank Nortel/Clarify Intrawest Pivotal Honeywell Aerospace Siebel Gulf States Toyota Trilogy 1. Michelle Lanter Smith, “One to One: Put the Customer in the Information Driver Seat and Build Better Relationships,” DI- RECT MARKETING, January 1998, © 1998, Hoke Communications, Inc.
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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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