December 2022
Intermediate to advanced
452 pages
14h 39m
English
Content preview from Customer Relationship Management, 1st Edition by Pearson
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16
Internet and the website
The contribution that the Internet and the website in particular can make to the dialogue to be conducted between customer and supplier is the subject of this chapter. We will complete the contact cycle (Figure 16.1) and start with the generation of traffic in Section 16.1. Which basic assumptions must we satisfy in order to ensure that the visit meets the customer’s expectations in a reliable and comfortable manner (Section 16.2)? How should we design the site, the pages and the content to achieve this goal (Section 16.3)? If the role of the Internet in the communication cycle extends beyond the simple supply of information, attention will also have to be focused on the receiving and completion of transactions. The ...
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