Ecrm Marketing - Online Marketing Methods to Acquire Potential Customers

Author: (Japanese) Toshimi Sato / Country: Mainland China
Publisher:
Publish Date: 2006-07-01
Features:
8. Typical Cases of Client Advocacy
Standing on the client's side to provide suggestions and support for their purchases can prevent client attrition and turn potential clients into actual clients. Ameritrade, an online securities company entering the Japanese market, is a typical example of client advocacy. The company uses telephone and the Internet as its primary sales channels. Clients do not need to complete every step of investment order placement within the securities company; they can purchase freely combined financial products simply by calling or through the company's official website, offering one-stop shopping. Investment strategies and latest investment performance for various financial products can also be freely discussed and compared online. When necessary, support and recommendations can be obtained via a free hotline (on-demand recommendation). The company genuinely considers client convenience, striving to be their agent or advisor, providing support and recommendations for their purchases. This marketing model is also a for other companies to maintain contact with their fixed clients.
"CDNow," a company selling music CDs via the Internet, is another typical example of client advocacy. CDN (a 3W website) offers a service called "Album Adviser," which recommends CD products that match clients' preferences. On the homepage, clients input the names of their favorite artists and click the "Recommend Products" button, and the screen displays recommended CD covers that align with their tastes, along with online audiovisual previews. Additionally, the website provides members with personal dedicated pages. CDs that clients have not yet decided to purchase immediately are not added to the shopping cart but are recorded in a "Wishlist" (a list of desired CD candidates) for reference. This thoughtful service has yielded excellent results. Clients do not need to decide on the spot whether to purchase but can log into their dedicated pages to make selective purchases. For businesses, it is also essential to establish strong connections with "hesitant potential clients" who are leaning toward "future purchases." P16