Customer relationship management solution, crm software
consultancy services
A comprehensive understanding of customer needs, wants and
behaviour is essential to web site success yet few businesses
undertake effective detailed customer market research and
analysis. This may be due to a mistaken assumption that web
customers are similar to bricks and mortar customers.
They differ as follows: a large number of competitive suppliers
is instantly available to web buyers - if they don't like
something about your web site or your products, they leave
in an instant. Bricks and mortar buyers will tolerate more
due to the hassle and time cost of driving to an alternative
location
Web site customers demand fast responses - customer queries
or orders via the web must be given at least the same priority
as those made by telephone or face to face. The natural response
is to give priority to telephone and face to face enquiries
and orders (the squeaky wheel gets the oil). This endangers
the success of a web business
Web customers research your products and company better than
bricks and mortar customers who tend to wait and to speak
to a salesperson. They are far more knowledgeable than bricks
and mortar customers
web customers really resent their time being wasted. Maximising
their time in your web site may be your objective (it shouldn't
be) but minimising their time in your advertising is their
objective
They have strong concerns about privacy and security of Internet
transactions.
Web buyers mostly live outside of the town(s) where you have
your bricks and mortar premises. You are dealing with national
and international buyers - not ones who live within a 5 mile
(8k) radius of your existing premises.
Undertaking both web site customer behavior and needs research
(i.e. those who buy something whether online or through your
bricks and mortar locations) and web site visitor behaviour
and needs research (i.e. those who visit the site and do not
buy) is essential for success.
Merchant Internet can help you improve your understanding
of your customers and increase sales.
Know your customers
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