Travel Reference
In-Depth Information
Table 28.1
Constructs of customer relationship development
Constructs
Factors to be considered
Suggestions to consider
Design factors
in building
relationships
The website, social media tools
and SSTs should provide good
customer experience to all
visitors.
Design should take into
account the targeted market
segments and fulfil customer
expectations in information
seeking and transactional
activities.
•
Does the design reflect customer service needs
or organizational artistry?
•
Does the website fully support the self-service
offerings?
•
Does the website offer value-added additional
facilities to encourage return visits?
•
Do social media initiatives promote interactivity
with and between customers?
•
Are the website and other applications
effectively managed with frequent updates,
continuous assessment and on-going
innovation?
•
Are the SSTs designed to accord with target
market level of skills and confidence?
Identifying the
customer
Improve market segmentation
through the identification of
each customer segment.
•
Novice users
•
Sophisticated
•
Transactional
•
Non-transactional
•
High value customers
•
Low value customers
•
Have the varying levels of IT sophistication of
customers been taken into account?
•
Are non-transactional customers of value to the
organization?
•
Are resources targeted appropriately to high
value customers?
•
Are there mechanisms in place to track
customer value over time?
Customer
information
gathering
Strategies for gathering,
analysing and using customer
data to provide information on
their activities.
Information is used to
customize products and follow
changes in customer trends.
•
Are customers' emails, bulletin board postings,
social media communications and call centre
enquiries monitored and analysed?
•
Is customer behaviour tracked on the website
and the information used to support
innovation?
•
Would the organization benefit from the
purchase of consumer behaviour analyses from
a third party?
•
Is a customer database used to register
individual customer preferences?
•
Are monitoring tools used to scrape social media
platform sites relevant to the organization?
•
Are the SSTs monitored for customer behaviour?
•
Are there strategies for dealing with the wealth
of data?
Communication
with customers
The web and social media
support a one-to-one approach
with customers with one-to-
many facilities for more simple
requirements.
•
Are customer enquiries and postings answered
correctly and within a specified time?
•
Is there a co-ordinated response to customers'
enquiries through all channel interfaces?
•
Do employees have access to the right
information to satisfy customer queries?
•
Can FAQs be used to respond to simple,
repetitive queries?
(Continued)
