eCommerce: Building Customer Relationships by Keeping Promises Les Wanninger Information

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e-Commerce Building Customer Relationships by
Keeping Promises Les Wanninger Information
Decision SciencesCarlson School of
ManagementPresentation to AITP, Minneapolis,
4/1/99

• Key Concepts
• Promises
• Our Research
• Model
• Findings Implications
• Evaluation
• Examples
• Summary

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Key Concepts

• 1. Objective - build customer relationships
• 2. Communication channel
• 3. Promises
• 4. Integration
• processes, systems, data, channels
• 5. Measure effectiveness
• 6. Electronic Servicescape

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Promises - Key to Customer Relationships
Promise includes explicit and implicit
components
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Our Research

• Functional Capabilities
• Case Studies, Seminars, Conferences
• Analogy - Catalog Industry
• Relationship Marketing
• Call Center
• Fulfillment
• NSF Research Project
• The Role of Customer Relationships in Electronic
  Commerce
• Academic Collaborators
• Industry Partners

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Customer Information Centric view of e-Commerce
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Findings and Implications

• 1. Evaluation via survey instrument
• 2. Research model
• 3. Web site Personality
• 4. Widespread existence of implicit unmet
  promises

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Web Site Evaluation by Relationship Factors

7.00
6.00
5.00
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2.00
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Time
Excitement
Comfort
Trust
Value
Information
Navigation
Web Site Commitment
Customer Commitment
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Web Site - Customer Relationship Model

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Examples

• Cisco
• UPS
• Amazon.com
• Research study Client Retention, Wackman et al
• Creative work
• Pricing billing
• Personal relationship

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Summary

• Commerce begins with People
• Commerce depends on Relationships
• Promises
• Electronic Servicescape replaces/augments people
• Its easy to Break Promises