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"Leveraging E-mail and the Web to Manage Customer Interaction"
by Robert Lalonde - Vice President of Marketing, Delano Technology Corporation
With the growth of the Internet, customers have multiple channels of communications to leverage when interacting with you, and more outlets than ever to seek out goods and services. With this in mind, direct marketers have a greater challenge in managing customer contact. Driving customers to your Web site is the "name of the game" as companies develop new e-business strategies. But the question is how do you manage the customer relationship and continue to entice e-customers to return instead of clicking away to the online competition? And how do you retain e-customers? Companies looking to leverage e-business have to consider the Web and e-mail as an integral part of their overall business strategy. For example, e-commerce sites need to look beyond closing a single transaction via the Web, and instead focus on managing the entire customer relationship to ensure long-term loyalty.
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