Saturday, October 18, 2003
Are you struggling to create and keep profitable customers? Columns for Sales and Marketing Management who wants to build business relationships.
A business to business website is more than a visitor experience, it is a tool that reduces times spent in non-customer activities. Your website will consists of more than what a customer sees, it includes integrated tools for improving communications with everyone involved with serving that customer. Here are a seven things your business to business website should do, if it is going to build stronger relationships:
- Reduce costs with less expensive volume transactions. Look for information tasks your people do everyday, then give them the option of doing it on-line. Commonly asked questions, account status checking, and order processing are great places to start improving your capacity through on-line processing.
- Centralize training and reference materials. Bring together all literature about your products, using your products, or anything else relevant to customers and employees. This cataloging of your organization saves time because a website can literally be at available to anyone with a computer.
- Facilitates active and regular communications. It costs less to update a well designed website, so regular communications tools like newsletter, informational landing pages, and news feeds can let you provide up-to-date details as they happen. This goes for customers and employees.
- Help people make better decisions. With all the facts in one place, provide a tool to ask questions and clarify ideas in a way that support the decision making process. Provide a search tool that helps individuals find the information they need in a timely manner.
- Reduce project over runs with better resource management. Various project management systems let you bring employees, partners, and customers together. These tools support project tasking, resource management, and deliverable tracking necessary for successful project completion.
- Promote open communications between departments. Internal tools like blogging, knowledge bases, and departmental information pages help reduce friction inside often created in communications between diverse groups. Often these tools let geographically disbursed offices feel apart of the larger organization.
- Integrate all business communications channels. Because information stored on a website is easy to access for a reasonable cost, your business to business website should be at the center of all your communications. It must directly support your direct mail, television, space advertising, or anything marketing campaign you have in place now.
While this article covered things you should do, it doesn't mention various security measures you can use to protect your data. It also doesn't address various lead generation tools, organizational methods, and aspects you'll need to consider when presenting this volume of information to a customer base. Use this checklist to see if you are on track, work with your technical staff for implementation.
Justin Hitt helps executives build profitable relationships with customer, employees, and strategic partners. He can be reached by phone at +1 (877) 207-3798 or on-line at https://iunctura.com/
Last update: 04/08/2004; 2:37:04 PM.