Page 11 - E-Bussiness and E-Commerce Management Strategy, Implementation, and Practice

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x Contents

Summary 475
Exercises 476 Part 3
References 477
Further reading 479 Implementation 559
Web links 480
10 Change management 560
9 Customer relationship management 481 Learning outcomes / Management issues 560
Learning outcomes / Management issues 481 Links to other chapters 560
Links to other chapters 481 Introduction 561
Introduction 482 The challenges of e-business transformation 561
Marketing applications of CRM 483 The challenges of sell-side e-commerce
Real-world E-Business: Warner Breaks 484 implementation 563
What is e-CRM? 486 Different types of change in business 566
Benefits of e-CRM 487 Case Study 10.1 Process management: making
Permission marketing 488 complex business simpler 570
Customer profiling 490 Planning change 572
The imperative for project governance?
572
Conversion marketing 491 The project plan and schedule for an e-business
The online buying process 492 system 574
Differences in buyer behaviour in target markets 493 Prototyping 576
Differences between B2C and B2B buyer Human resource requirements 579
behaviour 493 Staff retention 580
The net promoter score 495 Outsourcing 581
Customer acquisition management 498 Revising organizational structures 583
Focus on marketing communications for customer Approaches to managing change 586
acquisition 498 Senior management involvement 586
The characteristics of interactive marketing Models for achieving change 586
communications 499 Organizational culture 588
Assessing marketing communications effectiveness 502 Focus on knowledge management 590
Online marketing communications 503 What is knowledge? 590
Customer retention management 526 Objectives of knowledge management 592
Personalization and mass customization 528 Implementing knowledge management 593
Online communities 530 Technologies for implementing knowledge
Techniques for managing customer activity and management 594
value 533 Case Study 10.2 Using Web 2.0 tools to support
Lifetime value modelling 534 knowledge management at Janssen-Cillag Australia 596
Focus on excelling in e-commerce service quality 536 Risk management 598
Improving online service quality 536 Summary 600
Customer extension 539 Exercises 600
Advanced online segmentation and targeting References 601
techniques 540 Further reading 603
Technology solutions for CRM 546 Web links 603
Types of CRM applications 547
Integration with back-office systems 547 11 Analysis and design 604
The choice of single-vendor solutions or a more Learning outcomes / Management issues 604
fragmented choice 548 Links to other chapters 604
Data quality 549 Introduction 605
Case Study 9.1 Tesco.com increases product Real-world E-Business: Arena Flowers 606
range and uses triggered communications to Analysis for e-business 608
support CRM 549 Workflow management 609
Summary 552 Process modelling 610
Exercises 552 Process mapping 610
References 553 Task analysis and task decomposition 610
Further reading 556 Process dependencies 612
Web links 557 Validating a new process model 618