Customer centric web channel

The web channel is increasingly used by Consumers to perform transactions. Enterprises realize this and aim to exploit this relatively new opportunity, and mitigate relevant competitive threats.

Identifying the Customer on all her/his web interactions may be the key in order to efficiently apply marketing techniques: Cross selling / Service Personalisation / Value based servicing.

Database marketing techniques like RFM can be successfully applied on the web channel. Last visit date on the web channel, frequency of visits and relevant analysis can provide insight on the success of the web channel, as well as identify Customers who are ‘late’ to interact on the web channel.

Lead generation should be optimized on the web channel. The ability to capture new lead information or to identify a prospect for a registered Customer should be enhanced.

The Customer relationship should be managed throughout the web sales funnel and the relevant Customer lifecycle analyzed.

Customer Interactions on the web channel are part of the total contact pattern of each Customer and should be included in any comprehensive contact pattern analysis.

However a high number of Enterprise web channels are not designed for customer centricity. They promote the enterprise and its products without asking to capture the visitors profile. Identify the customer on all his interactions on the web channel (a combination of registration and cookie based recognition could contribute to that direction).

The Web site should be integrated to the Customer database in order to exploit available customer info from the latter. Moreover, the web site should be fully integrated in any comprehensive CRM system which covers all customer touch points. Core CRM processes should be fully supported by the web channel: customer inquiries / selling / order handling / problem & fault management / billing. Customer experience on these web interactions should be positive.

Customers who do not allow cookies on their PC cannot be accurately tracked, if they do not register on the web channel. There are some methods to overcome this limitation (e.g. IP address or part of address, used by the Customer, time zone or combination of these factors). However it is very hard to identify all visitors on the web channel.

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