Customer Relationship Management: Getting It Right!

18.5. “Doing” CRM On and Off the Web

The basic method is the same whether the offer is made (and responses accepted) on or off the web. The differences are in the capabilities of the different media and how they can be used most effectively. Patricia Seybold lists these eight critical success factors for electronic commerce in her widely read book, customers.com (1998):

1. Target the right customers

2. Own the customer's total experience

3. Streamline business processes that impact the customer

4. Provide a 360-degree view of the customer relationship

5. Let customers help themselves

6. Help customers do their jobs

7. Deliver personalized service

8. Foster community

Seybold developed her list based on extensive research she completed with the sixteen companies whose informative ...