Tapnet Business Plan Essay Research Paper TAPNETCOMBusiness — страница 7

multimedia–oriented messages. The success of a customer-centric business strategy is measured not only by “share-of-market” but by “share-of-customer.” In the following model, the four quadrants represent approaches that combine relative measures of knowledge about a customer and interactivity with that customer.  The knowledge scale is a measure of what is known about the customer’s behavior and values. This is the informational and analytical part of equation.  Interactivity is the measure of dialogue with a target customer, from one way communications at the low end to full interactivity at the upper end. This represents the personal contact and interaction part of the equation. 2.3.3.1 The Customer Relationship Management Cycle Because the process is

intended to be repeatable, it is only natural that a cycle is associated with the implementation of CRM. This cycle consists of an assessment phase, a planning phase, and an execution phase. In this cycle, assessment is made up of the knowledge acquisition portions of the process, planning comprises the creative part of the marketing process, while the execution phase maps to the customer interaction elements. 2.3.3.2 Execute The execution phase of the cycle is where an organization puts all this knowledge to work, using all of the customer touch points available. Effective customer interaction, which has two dimensions, is the key here. The first dimension is the execution and management of marketing campaigns and customer treatment strategies through these interaction touch

points. Customer touch points using TapNet and all the broadband capabilities (communication, multimedia, etc.) expand and conclude here. 2.3.3.3 Customer Relationship Management Summary Businesses are reducing staff and at the same time searching for ways to arm employees with information to make better decisions and innovate. The concept of “Customer Relationship Management” as a strategy reflects the business processes and technology enablers that can be combined to optimize revenue, profitability, and customer loyalty. By implementing a CRM strategy, an organization can improve the business processes and technology solutions around selling, marketing and servicing functions across all customer touch-points (for example, Web, e-mail, phone, fax, in-person, and the touch

points enabled by TapNet. CRM applications address the following business functions:  Sales Automation  Marketing Automation  Customer Service and Support  Channel Management/partner Relationship Management  Internal Helpdesk The rapid acceptance and integration of the Internet has caused the most significant change in CRM applications – morphing of categories as CRM applications increasingly use Internet-based architectures. CRM and e-commerce are converging into a customer-centric solution, which allows organizations to interact with, sell to, and service customers through all channels. 2.3.3.4 Business Drivers The major driver of growth in CRM is the Internet, which is enabling many new activities and business processes that were never before possible. For

example: 1:1 marketing and “Mass-customization” of marketing programs, Web store-fronts with online purchase capabilities, and Web self-service for customers. 2.3.4 Distance Education The Association Web Site will feature, as one of its most important sections, an online education area. In this part of the site Association members will be able to sign up for classes they need to improve their operations, learn about regulations and how to comply with them, and any other type of training that the member associations will request. We will have set up real-time as well as stored classes so that students can interact with others in the class who may be spread around the country, as well as the instructor who could be anywhere in the world. The stored classes will be made

available for those who can not attend a regularly scheduled class but who would still like to take advantage of the learning opportunities we will offer. All real-time classes will be recorded and we will create special online training opportunities where appropriate. 2.3.4.1 What is the Process? As Trade Associations join our site, we will work them to figure out what sort of training their members need and whether they would be able to do real-time or stored classes. People in some sorts of associations that are spread around the country (or the world, for that matter) may not have the ability to set a specific time when their members can be available for real-time training. I that case we would make more stored courses available. Regional associations, however, may be able to