Page 279 - SBL Integrated Workbook STUDENT 2018

E-marketing

4.2 Managing customers

Ensuring that customers keep returning a website relies upon:

 tangibles e.g. site layout and design

 reliability e.g. avoiding downtime and crashes

 responsiveness e.g. speed of delivery

 assurance e.g. secure payments and storage of data

 empathy e.g. recommending products based on past transactions

Empathy can be improved through:

 personalisation

 opt-in emails

 supporting online communities

 storing and using past transactions

Well managed customers are more likely to become repeat customers and/or extend
their purchases beyond their originally chosen product range (therefore cross-selling
and up-selling become easier)

Illustrations and further practice

Now review Illustration 2.

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