Managing Your Customers Through The Web

managing your customers through the web Thom Poole – Head of Portal Customer Interaction

managing your customers through the web Thom Poole – Head of Portal Customer Interaction: 6 th October 2004

agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]

give ‘em what they want ,[object Object],1

give ‘em what they want ,[object Object],[object Object],[object Object],1 – give ‘em what they want ,[object Object],[object Object]

service culture ,[object Object],[object Object],[object Object],[object Object],[object Object],1 – give ‘em what they want

keeping it simple ,[object Object],[object Object],[object Object],[object Object],1 – give ‘em what they want

relationships – who needs them? ,[object Object],[object Object],2

relationship management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2 – relationships – who wants them? Man in the chair advert - McGraw-Hill

who wants it? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2 – relationships – who wants them?

asymmetric information flow Spremann, 2001 2 – relationships – who wants them?

who manages it? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2 – relationships – who wants them?

who benefits from it? 2 – relationships – who wants them?

trust as a management tool ,[object Object],3

friendship & trust ,[object Object],[object Object],[object Object],[object Object],[object Object],3 – trust as a management tool

the trust value chain 3 – trust as a management tool The Trust-focused Value Chain - © Poole 2003 Adapted from Michael Porter’s Value Chain model, 1983.

trust lifecycle trust 0 time 3 – trust as a management tool

loyalty ,[object Object],[object Object],[object Object],[object Object],[object Object],3 – trust as a management tool

trust in marketing – trusted brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3 – trust as a management tool

why are we doing this again? 3 – trust as a management tool

get your nose in front – everyone else is trying to do the same 3 – trust as a management tool

involvement creates interest ,[object Object],4

fostering the dialogue ,[object Object],4 – involvement creates interest From Alfred Tack Org. Interest I We You

adding a sense of community ,[object Object],[object Object],[object Object],[object Object],[object Object],4 – involvement creates interest

the integrated approach ,[object Object],[object Object],[object Object],[object Object],[object Object],4 – involvement creates interest

the marketing art of the opt-in ,[object Object],5

opt-in, please? ,[object Object],[object Object],[object Object],[object Object],[object Object],5 – the marketing art of the opt-in

the creative art of marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5 – the marketing art of the opt-in

how can we do it? ,[object Object],[object Object],[object Object],5 – the marketing art of the opt-in ,[object Object],[object Object],[object Object]

why are we doing it? ,[object Object],[object Object],[object Object],[object Object],[object Object],5 – the marketing art of the opt-in

thank you ,[object Object],[object Object],[object Object],[object Object]

Managing Your Customers Through The Web

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Managing Your Customers Through The Web