Customer Relationship Management Essentials

The Internet represents a major change to the traditional business model. Your Web site is no longer just an effective method of advertising a product for purchase. It has now become the place where the purchase occurs. This is a change that many companies have failed to grasp. Don't let your e-business miss the advantage that the Web offers. Customer Relationship Management Essentials focuses on the important aspects of successful CRM strategies in e-commerce and the role that your Web site plays in these strategies.

Build a Successful Strategy for Your E-BusinessDon't let poor customer support derail your e-business. Benefit from the authors' expertise as they explain the circular relationship between suppliers, technology, and customers. Learn how design issues such as content placement on a Web site can improve your e-customer support and how a proper business-to-business transaction concept can give you a better understanding of emerging e-markets.

Benefit From Case Studies of Successful SitesFollow along as the authors describe the evolution of the e-conomy business model—from both a terminology and process perspective. Begin with a description of the primary components of CRM implementation. Then move to second-generation e-commerce strategies and an analysis of successful CRM-enabled e-commerce sites. What strategies make them so successful and how do they attract and retain customers?

Learn to Utilize the "CRM Triumvirate"A successful CRM strategy consists of three major components: pre-order, point-of-order, and post-order. This book addresses each of these components and explains how you can ensure a smooth customer transition from one step to the next by viewing each component as part of the collective whole.

About the Authors

John W. Gosney is a Web-Database Applications Developer working with ColdFusion, Java, Active Server Pages, and other Web-based technologies. He has developed and implemented several Web-based applications utilizing SQL, Visual Basic, and Internet Information Server. He also has designed and implemented complete training courses for systems utilizing computer-based training and written documentation.

Thomas P. Boehm has served as the Director of Technology Services at the Indiana University School of Dentistry. He is now a member of the senior technical staff at iProperty.com, a real-estate-transaction e-commerce solution provider. At iProperty.com, he is responsible for the technical aspects of the Webcluster solution, providing customer support and training solutions. He serves as the technical director at Tekworks, Inc., specializing in e-commerce Web site solutions.