Académique Documents
Professionnel Documents
Culture Documents
eGain
PAGE 3
eCommerce
BEST PRACTICES
NetSuite
PAGE 4
BEST PRACTICES FOR
KILLER E-TAILING
Infor
PAGE 5
CONTINUOUS CUSTOMER
DIALOGUES: STRATEGIES FOR
GROWTH AND LOYALTY IN
MULTI-CHANNEL CUSTOMER-
ORIENTED ORGANIZATIONS
Longwood
Software
PAGE 6
SELL THEM; SERVE THEM;
SUPPORT THEM:
CONNECTING THE DOTS IN
B2B SALES AND MARKETING
Vovici
PAGE 7
USING ONLINE
COMMUNITIES TO
GAIN FEEDBACK
Produced by:
CRM Media
2 June 2008 Sponsored Content
BEST PRACTICES
FOR KILLER E-TAILING
By Dr. Katherine Jones, NetSuite Inc.
What do you really know source, and the actual units sales and revenue
being produced by each traffic source.
INTEGRATED BUSINESS MANAGEMENT SYSTEM.
• MAINTAIN ONE VIEW OF THE CUSTOMER–
about your ecommerce And they can also tell you exactly what REGARDLESS OF WHICH CHANNEL HE OR SHE
customers? Who buys each of their store visitors have done on HAS PURCHASED THROUGH – RETAIL, CATA
their site – what pages they’ve seen, what LOG, TELESALES, OR THE WEB.
what? Who leaves your items they’ve added to their cart, and what • TRACK KEYWORD MARKETING AND AFFILIATE
site before they buy what paths they’ve taken through the site. They RELATIONSHIPS, INCLUDING COMMISSIONS,
they were looking for and know what web store visitors are searching REVENUE BY LEAD SOURCE, RETURNS BY LEAD
for, and whether they found what they are SOURCE, UPSELLS AND CROSS-SELLS, AND
why did they do this? Can looking for. Your cart abandonment data RETURN ON INVESTMENT (ROI) ANALYSIS.
you see all of the relevant should tell you exactly who abandoned • INSURE THAT YOUR EMAIL MARKETING
their shopping carts, at what point during CAPABILITIES INCLUDE TARGETED CUSTOMER
information about each their visit they left your site, and what was SEGMENTATION, MAIL MERGE, CAMPAIGN
customer in one place? in the carts when they decided to leave – TRACKING AND DATA ANALYSIS AND THAT YOU
Today’s top e-tailers can allowing you to then close that sale later DON’T NEED TO WASTE TIME MERGING DATA
and improve your website for future FROM ONE EMAIL SYSTEM WITH DATA IN
view their customers’ prospective customers. YOUR OTHER CRM SYSTEMS.
financial data, purchase • CENTRALIZE RETURNS MANAGEMENT
REACHING NIRVANA FOR THROUGH AN AUTOMATED RMA PROGRAM
history, support questions, ECOMMERCE BUSINESSES THAT MANAGES RETURNS, HANDLES
marketing campaign history Key best practices for selling more over the CUSTOMER REPAYMENT, AND RESTOCKS THE
Web include the ability to: ITEMS TO INVENTORY.
and scheduled activities all • HAVE A GREAT LOOKING, CUSTOMIZABLE
in one place. And what STOREFRONT. SET YOUR WEB STORE APART BY ABOUT NETSUITE
More than ever, web store businesses need to
about tracking your up-sells CREATING YOUR OWN INDIVIDUAL LOOK AND
AN EASILY NAVIGATE-ABLE STORE LAYOUT. deliver an "Amazon.com-like" experience for
for each customer based on AND LAYOUTS AND ORDER FORMS SHOULD customers as they face increasing
that customer’s sales BE EASY TO CHANGE AND CUSTOMIZE. competition from savvy buyers. To achieve
• MAKE PAYMENT EASY. USE INTEGRATED and maintain the holy grail of a 360° view of
history– can you target who REAL-TIME CREDIT CARD PROCESSING your customers, you can get ahead of the
is most likely to make the WITH PAYMENT CARD INDUSTRY DATA pack with NetSuite, allowing you to better
SECURITY STANDARDS (PCI DSS) manage and grow your entire business with a
next purchase from you? COMPLIANCE AND MULTI-LEVEL FRAUD single web-based system, including CRM,
PROTECTION FOR YOUR CUSTOMERS’ SAFETY Ecommerce, Accounting, and Inventory.
DO YOU KNOW WHAT YOU NEED TO AND PURCHASING COMFORT.
KNOW? • ENTER INFORMATION ONLY ONCE. AVOID Only NetSuite gives ecommerce companies
Web sellers need instant access to customer THE HASSLES OF JUGGLING MULTIPLE the total integration of their back office and
analytics to get the actionable data necessary SYSTEMS, RE-KEYING INFORMATION (FROM front office business processes combined with
to better close sales and increase customer YOUR WEB STORE TO ACCOUNTING TO superior Web sales, site creation, marketing,
lifecycle value. INVENTORY AND VICE VERSA), MANUALLY and reporting capabilities. And only NetSuite
Top e-tailers use search engine and IMPORTING AND EXPORTING DATA BETWEEN offers all of these capabilities online –
affiliate marketing reports to learn exactly SEPARATE APPLICATIONS, OR TOGGLING accessible anytime, anywhere, with all the
how much traffic they are getting from each BETWEEN SYSTEMS BY USING ONE business benefits of Software as a Service.
Sponsored Content June 2008 5
CONTINUOUS CUSTOMER
DIALOGUES
Strategies for Growth and Loyalty in
Multi-channel Customer-Oriented Organizations
You read about pushing products, does your organization parties over the lifetime of the relationship.
have enough insight about the customer to At the end of the work day, it’s all about
customer-centric create offers based on the individual needs your customers, your research, your product
growth strategies and of those specific customers at the moment development, your marketing efforts, and
of interaction? the investment you’ve made in your
hear about them everyday. (2) Consistent customer experience. operations—all of which come down to
Articles, websites, industry presentations Does your company provide a consistent capturing the customer at the point of
and speeches are all filled with content and experience for each customer-initiated interaction. You want more customers to
business intelligence that address the contact across multi-channel touchpoints, buy more products so it’s important to
challenges and opportunities which lie defined as the web, call center, kiosk, or make them feel comfortable doing business
ahead of you. You’ve seen numerous case retail outlet? Does your company take with you. It’s also important to find a way
studies of best practice, enterprising advantage of this opportunity to understand to keep your channels highly productive and
companies from around the world and the geographic, demographic, and focused and to have the ability to interact
you’re amazed at how they’re increasingly psychographic characteristics of customers with each customer at the most opportune
developing and implementing their own and build trust and strengthen their time to increase your share of wallet,
successful strategies. Based on deepening emotional ties to the company? products per customer, ARPU, cross-sell,
relationships with customers which Leading customer-oriented companies and up-sell, while stimulating the emotions
emphasize long-term satisfaction over see every customer interaction as an for loyalty and retention.
short-term sales conversions, new ground opportunity to retain a valued customer,
continues to be broken everyday. increase revenue, build loyalty, or ABOUT INFOR
strengthen a brand. These enterprises look Infor delivers business-specific software to
KEYS TO SUCCESS to customer relationship management enterprising organizations. With experience
With these strategies, the key indicator solutions to help them connect with built in, Infor’s solutions enable businesses of
of success is customer lifetime value, a customers, anticipate their needs, and all sizes to be more enterprising and adapt to
measurement of the customer’s value over deliver the products and services they want the rapid changes of a global marketplace.
the life of the relationship. Other key when they want them. With more than 70,000 customers, Infor is
metrics include share of wallet, products The need for customer insight and changing what businesses expect from an
per customer, average revenue per user responsiveness to that insight is the enterprise software provider.
(ARPU), loyalty, retention, and on-boarding foundation and driving rationale for Designed to provide unparalleled customer
conversion rates. the emerging CRM concept of experience across multiple business units
The challenges of implementing a continuous customer dialogue through and channels, Infor CRM Epiphany integrates
customer-centric strategy can be addressed multi-channel touchpoints. customer information from multiple enter-
along two dimensions: do you have the Maintaining a continuous dialogue with prise systems into a single view. Infor CRM
right insight into the customer and do you customers is the key to a customer-centric Epiphany drives innovation, competitive
have the ability to respond to the needs and growth strategy. Customers have choice. In advantage and increased profitability by
interests of the customer based on that order to win their loyalty, the company focusing on the customer experience to
insight? An organizational self-assessment must win their trust. Delivering a increase the effectiveness of marketing cam-
will identify the key challenges and consistently positive experience to the paigns and sales success.
opportunities for any organization: customer through an ongoing, multi- For additional information, visit
(1) Customer-specific offers. Rather than channel dialogue enhances value for both http://www.infor.com/solutions/crm/
6 June 2008 Sponsored Content
TO GAIN FEEDBACK
Online communities offer a know that you will respect their time. the community that their voice is not only
huge potential for building Once a respondent agrees to be part of the heard, but that the organization is taking
process – a double opt-in is best to ensure action based on their feedback. This truly
respondent panels that can that they are aware of what they are reinforces the sense of influence and
be an invaluable source of agreeing to – the next step is to build deep ensures that the community members
profiles of each respondent. This will allow believe their time providing feedback is
feedback to customers, for much more targeted feedback time well spent.
employees, partners, and initiatives, providing the organization The advantage of building a panel from
other stakeholders. better data and eliminating the need to
invite and then disqualify panelists.
your online communities is that you can
gather regular and consistent feedback.
Such panels can provide a source for This not only keeps you current with the
deliberate, consistent, and regular feedback THE FIRST STEP IS THE RECRUITMENT thoughts and concerns of the community,
that can have a dramatic affect on shaping it provides the ability to spot trends over
PROCESS, WHERE YOU MUST BE ABLE
policy and influencing critical business time. The process is extremely cost
decisions. Best of all, these respondents are TO CLEARLY ARTICULATE TO THE effective as well—once the initial start-up
literally a click away—making the PROSPECTIVE RESPONDENT THE process is complete. Progressive
feedback immediate and extremely cost organizations take regular feedback a step
effective. It is conceivable that you could BENEFIT OF TAKING PART IN THE further by integrating feedback directly
compose a survey, publish it to your PROCESS AND HOW MUCH TIME into business processes to promote a
community panel, and have results in corporate culture of active listening.
THEY WILL BE ASKED TO INVEST.
hours, providing the feedback your The ability to actively and easily obtain
business needs to act swiftly and seize timely feedback from respondent panels of
important business opportunities. After the respondent is engaged and an organization’s key constituent
Developing respondent panels from your profiled, you need to provide them communities provides the organization
communities of interest also helps your visibility into the process. Studies have with an obvious business advantage. Such
communities grow and flourish. One shown that 50% of respondents feel panels create a win-win scenario where the
important element for a community to properly incented to participate in organization receives tremendous value
thrive is the shared sense of presence and exchange for visibility into the results of from their online communities and the
influence. This is achieved when the the survey in which they participate. A communities are strengthened by the sense
community has the perception that the respondent portal or dashboard that shows of influence that is gained from their
collective body has a say in shaping the a summary of their surveys along with the collective feedback. The end result is
organization. Indirect feedback and peer- results provides a view into the process. If timely, consistent and regular feedback
to-peer communication is inherent to the you choose to use incentives for data, gathered in a cost effective way to
process through blogs and forums, but a participation, a respondent should also be maintain a close understanding of these
true community voice is established when able to view their earned incentives and key constituent groups and influence
there is regular and consistent feedback. consume them as appropriate. critical business decisions.
When community members believe that When the panel (or panels) has been
the community has influence, it deepens properly built, the feedback process can ABOUT VOVICI
their commitment to the process and begin. To maintain or increase response Vovici is the pioneer in Enterprise Feedback
encourages involvement. rates and continued participation you must Management, offering products and services
The key to the process is taking the protect the respondent’s rights. Taking a that increase customer loyalty, facilitate col-
view of the respondent to promote survey is an act of trust between the laboration and innovation, influence critical
participation and maximize the value of respondent and the surveyor and violation business decisions and provide voice to
feedback initiatives. The first step is the of that trust will have negative online communities. Organizations worldwide
recruitment process, where you must be implications. Standards should therefore be rely on Vovici to help them effectively use
able to clearly articulate to the prospective set to ensure that the respondent is treated surveys to identify employee satisfaction,
respondent the benefit of taking part in properly. For example, no survey should take market research, and customer satisfaction;
the process and how much time they will longer than 15 minutes to complete. There and act on that information to create long-
be asked to invest. Managing survey should be an accurate visual indication of the term relationships, increase profitability and
fatigue is a key element to making these progress of completing the survey. The final facilitate time-critical actions that drive busi-
panels effective, and respondents need to step for the respondent is demonstrating to ness results.
8 June 2008 Sponsored Content
SPONSORS
Bob Fernekees,
Group Publisher
212-251-0608 x13
2955 Campus Drive bfernekees@destinationcrm.com
Suite 100
San Mateo CA 94403 Adrienne Snyder,
Eastern/Midwest Account Director
201-327-2773
Phone: (650) 627-1000 adrienne@destinationcrm.com
Email: sales@netsuite.com Dennis Sullivan,
www.netsuite.com Western Account Director
800-248-8466 x538
dennis@destinationcrm.com