Nobody downloaded yet

Customer Relationship Management and E-Commerce Strategies - Essay Example

Comments (0) Cite this document
Customer Relationship Management and E-Commerce Strategies Table of Contents I. Abstract 3 II. Main Findings 3 III. Comments 6 IV. Conclusion 6 References 7 I. Abstract The paper explores the key activities related to managing relationships with customers at Starbucks’ and Green Mountain Coffee Roasters’ websites, with an eye to understanding how information technology supports those activities…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER96.6% of users find it useful
Customer Relationship Management and E-Commerce Strategies
Read TextPreview

Extract of sample "Customer Relationship Management and E-Commerce Strategies"

Download file to see previous pages The findings are that in general both websites serves as customer interaction platforms that are also transactional, and serve up products that customers can purchase, and which the backend systems process. The backend systems, apart from processing transactions, also allow for the creation of customer accounts, from where the platform is able to better manage customer experiences and interactions, by remembering customer purchases and transaction histories. (Green Mountain Coffee Roasters Inc., 2004; Starbucks Corporation, 2013). II. Main Findings At the Starbucks site there are many activities geared towards managing relationships with customers. At the very basic, the website offers visitors the opportunity to be part of the mailing list for its newsletter. The very concept of the webpage itself is a big relationship management and transactional portal, where customers are able to buy extras and gifts, such as ornamental pieces for the holidays, coffee cups, and pouches of coffee to be brewed at home. The items are prominently displayed at the center of the pages like in a catalog, with prices, and clicking on the product images brings the customer to a page where the customer can place the order in a bag, for later payment. The site then through this particular gifts page is an interactive way for the company to engage customers and to allow for transactions. Taking a step back, putting the original on the URL bar redirects the customer to the Starbucks Store. In this way the online visitor to Starbucks is engaged in the same way as Starbucks would engage customers in their stores. The virtual presence is also configured as a store (Starbucks Corporation, 2013b). In fact, taking a step back, each of the categories in the Starbucks online store, from tea to coffee to equipment, drinkware and the Starbucks Card categories, lead to pages that sell merchandise. The entire site can be construed as a customer relationship platform, and behind it is an accounts management system where customers can create accounts to facilitate the building and the maintenance of the customer relationships online. The latter includes understanding purchase patterns, purchase histories, and generally archiving customer transactions to potentially improve the customer engagement process moving forward. At the back too it can be construed that IT is a vital aspect of the entire experience. The CRM front end as described above must have at the back of it a support infrastructure that includes orders processing and fulfillment, and a backend to track all transactions and manage specific customer relationships through the maintenance of databases of customer interactions (Starbucks Corporation, 2013). In contrast the Green Mountain Coffee website is less forward with its products, having no catalog at the home page for instance, in the way that the Starbucks site pushes its products with pricing and orders fulfillment all in front when the visitor visits the site. Moreover, where Starbucks automatically redirects visitors to directly to its online store, Green Mountain Coffee’s home page is a general page about the company, with key products displayed out in front, but no pricing and related orders fulfillment options present. That said, the Green Mountai ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Customer Relationship Management and E-Commerce Strategies Essay”, n.d.)
Retrieved from
(Customer Relationship Management and E-Commerce Strategies Essay)
“Customer Relationship Management and E-Commerce Strategies Essay”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Customer Relationship Management and E-Commerce Strategies

E commerce

..., it provided it added advantaged. Tesco is using CRM and e-commerce platform for various strategic purposes such as online shopping, communication, customer relationship management, corporate social responsibility and developing strategies to keep the inventory moving. Adoption was technology helped in long term sustainability to the company. This helped company to developing favourable image on its major stakeholders. Tesco has a profile of successful retailers due to one reason, which is concern for stakeholders. Understanding customers helped it directing its resources to meet the expectations of the clients....
4 Pages(1000 words)Essay

Target Marketing Strategies and Customer Relationship Management

...might be Pizza Hut: Incredible ingredients for a more luxurious pizza experience for the discriminating client. Forget the other guys and tap into high quality at Pizza Hut. This positioning strategy reinforces that the price tag, which is approximately three to five dollars over that of competition for a large pizza, is worth the experience and will meet the needs of segmented customers that are image conscious and sustain the resources needed to pay premium prices for a premium pizza product. Pizza Hut already sustains advantages with its current customer relationship management focus. The Internet is one technology that currently provides Pizza Hut...
2 Pages(500 words)Assignment

E-Customer Relationship Management

...E-Customer Relationship Management The Internet has evolved greatly since its inception and is no longer just a portal for electronic mail or an electronic source of information that had not existed in the public forum. It has become a tool that organizations are using to reach out to a larger target market that goes beyond the borders set out by masses of water. This has created a greater potential of increase in profits, and organizations are reaching out to cap it for their individual firms, therefore, creating an environment with healthy completion (Lee-Kelley, Gilbert, and Mannincom, 2003). The use of the Internet as a tool has led to a social phenomenon of...
8 Pages(2000 words)Essay

E-Commerce Cyber Marketing Strategies market scope and inefficiencies and additional costs in poorly managed campaigns. Permission Electronic Mail Marketing The collection of client E-mails is the foundation of online marketing strategy. Client contact and E-mail information are the pillars of building marketing systems that enhance customer relationship. There is sufficient proof that opt-in E-mail marketing systems to the existing customer base establishes lasting credibility and promotes a competitive edge for businesses. However, the concept of permission E-mail marketing is diverse to many marketers, thus taking...
11 Pages(2750 words)Essay

Mini-Project Assignment 2 Customer Relationship Management and E-Commerce Strategies

...? Relationship Management and E-Commerce Strategies for Starbucks and Green Mountain Coffee Table of Contents I. 3 II. Introduction3 III. Companies Overview 4 IV. Comparison and Contrast 4 References 8 I. Abstract The paper discusses the different customer-centric activities in the websites of Starbucks and Green Mountain Coffee and does so in the context of the support that those activities get from information technology, as well as from the perspective of the e-commerce applications and strategies for CRM that are used to good effect in both sites. The discussion goes into a comparison...
5 Pages(1250 words)Essay

E-loyalty and Customer relationship management

..., A. (2000) ‘What Ever Happened to Burma-Shave?: Pattern Thinkers can Outsmart Brand Rivals in a Changing Marketplace’ The New Brand Strategy: Are You Experiencing? Mercer Management Journal. 2000, Number 12. pp. 35 – 46 Retrieved: May 6, 2007 < > 9 Kumar, V. and Reinartz, W. (2006) ‘Customer Relationship Management: A Database Approach’ New York: John Wiley. 10 Ramaseshan et al. (2006) ‘Issues and Perspectives in Global Customer Relationship Management’ Journal of Service Research 2006; 9; 195. November 2, 2006 Retrieved: May 6, 2007 < > 11 Reid Smith and...
8 Pages(2000 words)Essay

Customer Relationship Management

...transaction (Ryals & Payne). If a customer has once used the ATM, in a subsequent transaction, the call centre operator would check whether he had a satisfactory experience. It is thus the responsibility of the customer relationship manager to see that all relevant data about the customer is stored in a way that it is can be easily retrieved and used. Data of customers keep increasing but these have to be constantly collected, stored, analyzed and cleaned. The marketing professionals have plenty to gain from such data. CRM strategies are effective only if they deliver positive outcomes. Being...
12 Pages(3000 words)Essay

E-commerce Operations Management

...The birth of the convergence era at the start of the 21st century changed the strategic focus on many companies in different industry as far as updating the electronic and telecommunication infrastructure. The convergence age is a new economic era characterized by the integration of the internet, telephony, wireless, radio, television and other channels into one single medium. The technological advancements that launched this new era helped business entities further adopt ecommerce strategies. Ecommerce has become a strong force that has achieved tremendous retail sale growth during the last 5 years. Since the first trimester of 2001 when the US e-commerce sales were $7931 million the overall sales increase by 242% six years later... for a...
5 Pages(1250 words)Essay

Career Trends Assignment (Restaurant and Hospitality Management)

2 Pages(500 words)Coursework

E-Commerce Strategies

...Management: E-Commerce Strategies Management: E-Commerce The companies chosen to discuss e-commerce strategies are E-Bay andAmazon. They use the following strategies to carry out e-commerce. Firstly, marketing relies on targeting desired audiences with relatable adverts, mainly by collaboration and strategic partnerships with companies that have significant reach. They have 24x7 services which give them a global reach. They also offer mobile accessible services such as an up to date delivery...
1 Pages(250 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Customer Relationship Management and E-Commerce Strategies for FREE!

Contact Us