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Best-Practices Report of Industry-Leading Web Sites Reveals One-to-One Strategy Is Helping Reshape B2B and B2C CommercePeppers and Rogers Group and META Group Examine Best Methods, Techniques, and Features: Charles Schwab, Lands’ End, and Staples Ranked Among Best-in-Class Companies on the WebWhat makes a successful Web site? Why are one-to-one Web strategies critical to a company’s ROI? Can the promise of cutting-edge technology be delivered without them? These and other questions are explored and evaluated by META Group, Inc. (Nasdaq: METG), a leading IT research and consulting firm, and Peppers and Rogers Group, a consulting firm with expertise in customer-focused business strategies, in its fifth report on one-to-one strategy, titled One to One Web Best Practices Continuing to build on the 30 one-to-one capabilities outlined in previous reports, One to One Web Best Practices details proven customer relationship management methodologies espoused by META Group and Peppers and Rogers Group, and provides a critical analysis of the top one-to-one Web sites in the B2B and B2C space. Sites designated as best-in-class were selected across nine industry segments — financial services, travel (airline and travel agencies), hospitality (hotels and resorts), business supply, IT (equipment and software), general merchandise/department stores, apparel, entertainment (books, music, and video), and luxury/gifting. In general, the winners noted in One to One Web Best Practices are in line with the findings of researchers for the American Customer Satisfaction Index (ASCI), the organization that surveys offline and online businesses.“The market is flooded with misconceptions about why customer relationship management doesn’t work,” says Marjorie Chimes, vice president of marketing and Web development for Peppers and Rogers Group. “It’s easy to blame the technology, but the real culprit is the failure of a company to focus on using the technology, quickly and over time, to build stronger, more valuable relationships with customers,” continued Chimes. “One-to-one strategy applied to a company’s Web channel, especially in an economy that demands immediate return, gives an enterprise the capability to respond to rapidly changing demand patterns, as well as to identify greater process efficiencies and collaborative opportunities. There is much to learn from the one-to-one leaders highlighted in this report.” Nine of the 15 companies whose Web sites are featured in One to One Web Best Practices ranked in one or more of the previous one-to-one strategy studies, indicating their in-depth understanding of the ongoing process needed to build and deepen customer relationships. Compared to results of the 2000 study, most sites surveyed scored significantly higher on the following criteria: User registration and security (43% claim secure databases, up from nearly none in 2000) Customers’ user needs, such as navigational paths and other account linkage Customer service benefits, such as providing e-mail contact (99%) and a toll-free number (93%), self-service knowledgebases or FAQs (87%), live chat lines, and collaborative browsing (27%, up from 6%) User-friendliness, such as better on-site search engines (better return 70% of the time), one-click ordering (on 48% of the relevant sites), and online order histories (on 92% of relevant sites) Still weak but improving are opt-in sites: Of the 91% of surveyed sites that use e-mail for promotions, only 40% are opt-in, and only 13% of all sites surveyed are opt-in for newsletters and truly personalized e-mail correspondence. Written specifically for e-business and CRM strategists, marketing and sales executives, and Web developers, consultants, and other IT professionals involved in B2B and B2C strategies, One to One Web Best Practices provides insights into the following: Features required to establish a one-to-one approach, and thereby retain customers and increase transaction size Techniques currently being employed by leading sites to implement these capabilities The importance of these functions for a profitable Web site Competitive analysis across nine industries Details on strengths, weaknesses, and opportunities in each business segment studied Technology issues that can effect the successful implementation of one-to-one techniques today and in the near future “A company’s Web site is one of the critical components of its overall CRM business strategy,” said Liz Shahnam, vice president of META Group’s CRM Infusion program. “When properly aligned with other CRM components, such as a customer interaction center and sales and marketing efforts, the Web vehicle becomes a critical method for delivering immediate value to both customers and the business.” About the Report One to One Web Best Practices is based on a 2001 independent survey of 75 Web sites in nine industry segments. It is the fifth Peppers and Rogers Group report on one- to-one marketing practices on the Web, and was prepared in partnership with META Group. This publication is part of META Group’s extensive portfolio of research reports and interactive resources, which includes more than 50 reports and online tools, ranging from executive resources and market research, to e-business technology evaluations and various other best-practice resources. For more information about the One to One Web Best Practices report, visit www.metagroup.com, or call (800) 498- META [6382] (in North America) or (203) 973-6700 (international). About Peppers and Rogers Group Headquartered in Norwalk, CT, Peppers and Rogers Group is a management consulting firm dedicated to helping build and execute high-impact customer-focused business strategies. The firm assists clients in the operational implementation of their customer relationship initiatives; offers training and e-learning programs, research studies, workshops and keynote presentations. Peppers and Rogers Group’s advertising-supported newsletters and magazines reach more than 250,000 CRM professionals around the world. The firm maintains 17 offices worldwide with a global client list that includes companies in the automotive, computer, consumer goods, e-commerce, financial services, healthcare, IT, media, retail, telecommunications, and travel industries. For more information, visit www.1to1.com. About META Group META Group is a leading research and consulting firm, focusing on information technology and business transformation strategies. Delivering objective, consistent, and actionable guidance, META Group enables organizations to innovate more rapidly and effectively. Our unique collaborative models help clients succeed by building speed, agility, and value into their IT and business systems and processes. Connect with www.metagroup.com for more details. Editorial Contact: Kathryn Kavicky Peppers and Rogers Group 203-642-5121 kkavicky@1to1.com top of page |
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