| It is one of the supreme ironies of the
| |
| | recommendation, and (3) the likely
|
| Internet that the computer, so long
| |
| | willingness of the prospective buyer to
|
| derided as impersonal, is now being used
| |
| | share this needed information with you.As
|
| to create highly personal experiences for
| |
| | you go through this process, be aware
|
| Web site visitors. Because a computer can
| |
| | that we have entered an age in which
|
| sift through vast amounts of existing
| |
| | consumers want to educate themselves
|
| information according to preprogrammed
| |
| | about everything from which refrigerator
|
| rules, computers can now take company
| |
| | to buy to how to get the best medical
|
| informaÂtion (or special interest
| |
| | treatment. They no longer trust
|
| information) and combine it with
| |
| | intermediaries-advice from dealers,
|
| informaÂtion supplied by prospective
| |
| | brokers, agents, and even health care
|
| customers and digest it in a way that is
| |
| | providers is being checked and rechecked
|
| meaningful to each individual.What are
| |
| | by today's consumer. A well-designed Web
|
| the best ways for businesses to
| |
| | site helps meet this need, and the
|
| personalize selling and customize
| |
| | information should be as rich and
|
| products in order to build busiÂness.
| |
| | informative as if the consumer were
|
| Although many of these methods are still
| |
| | meeting with one of your top
|
| in their infancy, a great deal can be
| |
| | salespeople.Will consumers will trust the
|
| gleaned as to current strategies and
| |
| | informaÂtion they receive from companies
|
| technologies and techniques and
| |
| | on the Web as much as (or more than) they
|
| strategies can be implemented.To attract
| |
| | trust sales representatives? All evidence
|
| new customers, companies can now
| |
| | to date suggests the answer is yes.
|
| establish Web sites that provide highly
| |
| | People believe that no trusted brand will
|
| individualized recommendations based on
| |
| | risk its good name by posting misleading
|
| information provided by the customer. In
| |
| | information on the Web.As you go about
|
| this way, it's possible to tell a
| |
| | creating an online recommendation system,
|
| prospective customer exactly which
| |
| | your overriding goal should be to make
|
| product, among a plethora of
| |
| | the online shopping expeÂrience better
|
| possibilities, is just right for that
| |
| | than what a customer might encounter in
|
| individual or that busiÂness. The
| |
| | the physiÂcal world. Therefore, you need
|
| strategic idea behind these efforts is
| |
| | to ask yourself: "What can my company
|
| clear: By empowering the customer with
| |
| | accomplish using this medium that can't
|
| information about how a specific offering
| |
| | be accomÂplished in the physical
|
| meets his or her needs, the company
| |
| | world?"Payment issues online seemed to
|
| positions itself as a knowlÂedgeable
| |
| | have been taken care of by the credit
|
| place to buy and also demonstrates how
| |
| | card companies as a matter of
|
| its products are just right for that
| |
| | routine.What about issues of
|
| individual customer.This information,
| |
| | privacy?Consider gathering data
|
| properly used, gives an existing supplier
| |
| | anonymously. Recommendation systems that
|
| or retailer a clear leg up on the
| |
| | provide advice to consumers anonymously
|
| competition: The Company is able to use
| |
| | are likely to be far more popular and,
|
| its information to establish itself as
| |
| | therefore, more effective. In these
|
| the supplier of choice and to suggest
| |
| | cases, you are able to provide the
|
| services to existing customers before
| |
| | prospective buyer with value without
|
| they request them. Companies can maintain
| |
| | needing to jump the hurdle of "you can
|
| effectively private Web sites for
| |
| | trust me with this information."If you'd
|
| individual clients so that they can both
| |
| | prefer to record the identities of site
|
| provide extraordinary service and
| |
| | visitors, you are one step ahead if you
|
| recommend new products that will be of
| |
| | are a recognized brand. Consumers are
|
| value to these customers.In the past,
| |
| | already predisposed to believe in your
|
| this type of personalized communication
| |
| | company name. In this case, address the
|
| was virtuÂally impossible: Retailers and
| |
| | privacy issue head-on with a statement
|
| suppliers lacked the detailed
| |
| | that precedes your online registration
|
| inforÂmation necessary to provide these
| |
| | form: "The information gathered here is
|
| recommendations and the ability to
| |
| | to help us better serve you; we will not
|
| cost-effectively communicate it to
| |
| | share or sell this informaÂtion to
|
| individual customers.However, today we
| |
| | anyone."If you are not a well-known
|
| have moved into an era where technology
| |
| | brand, a strong privacy statement is
|
| allows firms to cater to the individual
| |
| | recommended, but you should likely take
|
| needs of customers in a way that have not
| |
| | other measures to more fully establish
|
| been possible before. The value of these
| |
| | your legitimacy. There are now a number
|
| initiatives, both in tightening the bonds
| |
| | of entiÂties, such as the Better
|
| with existing customers and in attracting
| |
| | Business Bureau's BBBOnline, that have
|
| new customers, is high.
| |
| | developed certification programs. These
|
| Another business tool made possible by
| |
| | programs warrant to site visitors that
|
| the Internet is something that previously
| |
| | you are a legitimate business and agree
|
| was available only to the wealthy:
| |
| | to follow cerÂtain ethical business
|
| product cusÂtomization, done quickly and
| |
| | practices. Members of BBBOnline have the
|
| inexpensively.In an era where a single
| |
| | right to prominently display a logo on
|
| click can take customers away,
| |
| | their home page. Comcerned businesses
|
| leading-edge companies are finding that
| |
| | to look into this program.Finally, if you
|
| ongoing, personal relationships can be
| |
| | plan to share customer data with others,
|
| key to winning. Personal selling,
| |
| | then you need to be explicit about it and
|
| "marketing intimacy," if you will,
| |
| | receive the customer's permission. The
|
| deepens the commercial relationship,
| |
| | worst thing you can do is fail to inform
|
| adding tremendous value for the customer
| |
| | the customer that some piece of
|
| ("This saves me so much time-and it's
| |
| | information you determine about him or
|
| just right for me!") and making it
| |
| | her may be used in some way the customer
|
| painful and costly for the customer to
| |
| | does not expect.Product customization is
|
| leave ("Why should I buy from anyone
| |
| | possible because of a convergence of two
|
| else? Company X knows exactly what I like
| |
| | elements: the Web as a one-to-one
|
| and need"). Therefore, the more your
| |
| | communications technology and
|
| company can "get personal," the more
| |
| | manufacturing processes that allow for
|
| likely the potential for long-term
| |
| | the development and delivery of custom
|
| retention of customers.How are companies
| |
| | products.Designing your own custom
|
| making use of several levels of
| |
| | desktop computer at Web sites such as
|
| "personal" recommendations ?In adopting
| |
| | Dell has become "commonplace," but what
|
| any strategy based on personalization,
| |
| | about designing your own swimsuit or,
|
| privacy is a central issue. The ability
| |
| | perhaps, golf clubs? These customized
|
| to make the customer feel comfortable
| |
| | services provide several valuable
|
| enough to give you the information you
| |
| | benefits for companies: (1) They help to
|
| need to create a tailored product or
| |
| | drive new business, and (2) cusÂtomers
|
| solution is among the primary challenges
| |
| | are willing to pay a premium price for an
|
| companies must overcome.1) The Web's
| |
| | individually designed product, which
|
| ability to help companies establish
| |
| | means these products and services
|
| marketing intimacy is possible because a
| |
| | someÂtimes have higher profit margins
|
| Web site combines five elements:2) An
| |
| | than standard offerings..The ability to
|
| opportunity to present information in an
| |
| | interact with customers and say, "I can
|
| interactive format, permitting customers
| |
| | create the product that is just right for
|
| to express their preferences to the owner
| |
| | you," is one of the most powerful
|
| of the Web site3) Virtually costless
| |
| | feaÂtures of the Web. Expansion of this
|
| online communications between the
| |
| | Internet capability will be the
|
| potential buyer and seller4) A visual
| |
| | inevitable result of the combination of
|
| component that lets potential buyers see
| |
| | (1) manufacturers creating products that
|
| prospecÂtive purchases and how they
| |
| | permit increasing customization, (2)
|
| would appear if personalized
| |
| | further advances in computing power at
|
| The ability to store tremendous amounts
| |
| | ever decreasing costs, and (3) new
|
| of personal inforÂmation about their
| |
| | softÂware that is continuously enhancing
|
| customers5) An unprecedented ability to
| |
| | the options available to busiÂnesses to
|
| create systems that configure products so
| |
| | personalize.Smart companies realize that
|
| that costly errors are eliminated, thus
| |
| | the more involved the relationship
|
| reducÂing the expense of creating custom
| |
| | becomes with the customer, the better
|
| productsPresently, one-to-one selling can
| |
| | their rate of retention. They are
|
| be viewed in two general cateÂgories,
| |
| | implementing this strategy in a wide
|
| recommending and
| |
| | variety of creative ways, involving both
|
| customization.Brick-and-mortar companies
| |
| | personalization and customization, and
|
| have long known that for the most part,
| |
| | will cerÂtainly enhance their
|
| either a motivated buyer has done a great
| |
| | applications significantly over time:1).
|
| deal of research on a particular product,
| |
| | Companies are creating extraordinary
|
| or a product has been enthusiastically
| |
| | convenience for customers and
|
| recomÂmended by a friend or business
| |
| | establishing systems to speed the
|
| associate. This knowledge leads to two
| |
| | fulfillment of custom orders.2. E-mail
|
| keys to establishing a Web site that
| |
| | communications and reminder systems are
|
| motivates buying:Ample information (so
| |
| | going to be used increasingly.The
|
| that the buyer needn't do any more
| |
| | ultimate goal of every business is to
|
| research-and, in the process, possibly
| |
| | have a customer who wants to hear from
|
| depart your Web site for another)A
| |
| | the business about new products that he
|
| positive recommendationIn the past
| |
| | or she might want to buy. E-mail, for the
|
| effective recommendations were generally
| |
| | first time, provides this type of
|
| person to person, there are several
| |
| | powerful tool, since it's an almost
|
| reasons why these technology-based
| |
| | costless communications vehiÂcle.3. In
|
| recommendations are valued now. One has
| |
| | business-to-business selling, smart
|
| to do with the dizzying array of choices
| |
| | companies are also linking tightly to
|
| that now faces consumers. A cosÂmetics
| |
| | their customers.Leading-edge technology
|
| firm may offer hundreds of shades of
| |
| | companies are offering custom
|
| lipstick or eye shadow; financial
| |
| | password-protected Web sites for their
|
| services companies have become true
| |
| | corporate accounts and high-volume small
|
| supermarkets filled with choices;
| |
| | business accounts. These sites are
|
| well-known cold remedies now have
| |
| | typically designed to simplify the buying
|
| multiple versions that end with words
| |
| | process, and they offer(1) cusÂtomer
|
| such as "plus" and "sinus" and "cough."A
| |
| | online malls offering products
|
| generation ago, the dilemma posed by the
| |
| | preselected by the company to be bought
|
| array of choices was generally solved
| |
| | by employees at volume discount
|
| through one-on-one interaction (selling,
| |
| | prices,(2) elecÂtronic mail links to
|
| if you will). Someone with a cold would
| |
| | account managers responsible for serving
|
| have stopped by his or her local pharmacy
| |
| | that customer,(3) the ability to track
|
| and chatted with the pharmacist about
| |
| | the status of orders, and(4) draÂmatic
|
| which of the three or four cold remedies
| |
| | increases in the speed of order
|
| carried by the pharmacy would be
| |
| | fulfillment through the elimÂination of
|
| best.Today, the pharmacist is hard to
| |
| | paper forms and a reduction in
|
| find (and is often employed by a separate
| |
| | errors.This is a clear way of providing
|
| entity within a chain drugstore), and the
| |
| | customers with additional value and of
|
| number of choices of what to take for the
| |
| | tying the customer more closely to your
|
| common cold is mind-boggling. Do you want
| |
| | company. Most companies will also see an
|
| to take the medicine in the day or night?
| |
| | increase in revÂenues from these
|
| Do you need an expectorant? A cough
| |
| | accounts.When companies first began
|
| suppressant? Decongestant? Antihistamine?
| |
| | establishing Web sites, most feared they
|
| Something for fever and chills? Normal
| |
| | would receive an overwhelming amount of
|
| strength or extra? CusÂtomers could get
| |
| | e-mail that they wouldn't be able to
|
| a headache simply trying to decide! Today
| |
| | handle. In many cases, two unproductive
|
| cold or allergy sufferers need only click
| |
| | strateÂgies emerged. Some companies
|
| to the specific manufacturers
| |
| | designed Web sites that did not perÂmit
|
| "allergy-cold" site, where they are asked
| |
| | the visitor to contact them, making the
|
| to click off their symptoms (itchy watery
| |
| | site little more than a brochure; other
|
| eyes, runny nose, cough, etc.). The site
| |
| | companies permitted e-mail messages and
|
| then serves as a "friendly pharmacist"
| |
| | then often didn't respond to them. In
|
| and recommends the product that will be
| |
| | either case, this did not leave potential
|
| right for them. While consumers recognize
| |
| | customers with any feeling that their
|
| there is a given bias to any
| |
| | visit "mattered" to the company: the
|
| company-sponsored Web site, they still
| |
| | exact opposite of the tight relationship
|
| welcome the guidance because they trust
| |
| | a company wants to build between itself
|
| the branded product provider and they are
| |
| | and its customers in a HyperWars
|
| overÂwhelmed by choices.Depending on
| |
| | enviÂronment.What was called for, of
|
| your product and customer, several types
| |
| | course, was a new category of employee:
|
| of recÂommending functions may work
| |
| | "e-mail respondents"; yet no one wanted
|
| best. But first, let's take a moment to
| |
| | to add staff at an addiÂtional expense
|
| consider how to judge
| |
| | to a project that was in its
|
| effectiveness.Thanks to the interactive
| |
| | infancy.Enter "response software."Several
|
| aspect of the Web, many technological
| |
| | intelligent software systems, are able
|
| recÂommendations are firmly based on
| |
| | to routinely handle and route questions,
|
| consumer feedback. At a Web site for a
| |
| | so there is no excuse for underserving
|
| cosmetic company (or in-store) visitor
| |
| | your customers with the first and most
|
| provides information on hair, eye, and
| |
| | basic customer service-answering their
|
| skin color as well as information
| |
| | questions.Companies who are successfully
|
| concerning breakouts, response to the
| |
| | managing their e-mail via elecÂtronic
|
| sun, and signs of aging. Based on this
| |
| | means are also taking the opportunity to
|
| information, specific products are
| |
| | benefit from the Knowledge they
|
| recommended.To the public, there's little
| |
| | glean.Companies are finally transforming
|
| that's more confusing than figuring out
| |
| | their Web sites from marketing brochures
|
| what to do with one's money, so, of
| |
| | to vehicles that turn visits into sales
|
| course, information and recÂommendations
| |
| | leads. Those who develop a Web presence
|
| are vital in this area. Financial service
| |
| | and fail to respond to electronic
|
| companies are having a heyday with the
| |
| | inquiries in a timely manner run the risk
|
| possibilities offered to them via the
| |
| | of losing existing and new
|
| Web.If the visitor is willing to give a
| |
| | customers.Industry research also shows
|
| little more information, then the
| |
| | that only 30 percent of Fortune 500
|
| recommendation can be customized further
| |
| | companies respond to questions directed
|
| and will be that much
| |
| | to these companies through their Web
|
| better.Personalization, like any business
| |
| | sites, which means a large number of
|
| initiative, should be used judiÂciously.
| |
| | customers aren't getÂting the personal
|
| There are real costs that accompany
| |
| | attention winning companies need to
|
| developing personalÂized applications:
| |
| | provide.As you consider the
|
| They range from the hard cost of
| |
| | possibilities offered by personalization
|
| development dollars to the cost of
| |
| | and customization, I suggest that these
|
| disappointing customers or prospects who
| |
| | initiatives be weighed against these
|
| expected a better experience. It's
| |
| | criteria:Will the initiative enhance
|
| important to assess whether a
| |
| | relationships with my cusÂtomers by
|
| personalization effort will be effective
| |
| | adding convenience or a better ability to
|
| and contribute meaningÂfully to new
| |
| | meet their needs?Will the initiative
|
| sales or customer retention before
| |
| | result in potentially high cost-savings
|
| investing the time and money in bringing
| |
| | for my organization (as in the case of an
|
| it to market.The criteria for
| |
| | intelligent product configuration that
|
| establishing an effective recommendation
| |
| | eliminates costly order errors)?Shaun
|
| system are different for every product.
| |
| | Stevens
|
| The system chosen is dependent upon a
| |
| | Senior Marketing Consultant
|
| balance of the following: (1) the nature
| |
| | Ace Employment Services Winnipeg
|
| of the product, (2) the amount of
| |
| | Experience in Marketing in the Human
|
| information needed from the potential
| |
| | Resource , Training as well as
|
| buyer to make an effective
| |
| | Corrections Fields .
|
