Chapter 15 Dr. Inas A.Hamid

1. Customer Information Systems Chapter 15Dr. Inas A.Hamid

2. Effective customer –centric marketers make three major types of decisions:

3. Nature of markets Consumers To make the previous decisions you have to collect information about : The Internet is a great source for this information, offering direct interaction among consumers and organizations.

4. The use of the Internet as a data-collection tool and research delivery mechanism has made it possible for researchers to conduct marketing research more: • quickly and • less expensively.

5. Data - collection Methods

6. Guidelines on using the Internet for Marketing Research. Can Internet reach the sample? Yes No Can confidentially be assured? Yes No Can answers be obtained via simple surveys? Yes No Internet Marketing Research Traditional Marketing research

7. The researcher must ensure that the target market has a large enough Internet User base to prevent the introduction of a sample selection bias. Have control over the distribution of the material. The internet is better suited for short, simple surveys.

8. Advantages of Internet marketing research • Communicate with market participants around the globe. • Reduce costs. • Save time. • Reduce the barriers of databases with incomplete addresses, lost international mail, time delays from mailing, and expensive and time-consuming travel.

9. Customer Relationship Management • Is about generating loyalty among customers who are or will be profitable. • Consumers are much more likely to spread negative word-of-mouth than positive word-of-mouth.

10. Customer Relationship Management

11. Developing and maintaining customer relationship need facilitating interactions with them through Touch points. • Touch points are the mediums or locations through which organizations and customers interact. • Websites. • E-mail. • Chat. • Online forums.

12. There are four major uses of e-mail for initiating contact with a customer: