Managing Business Customers on the Web

Managing business customers on the web Case studies and impressions of business customer/account management online Thom Poole – Head of Portal Customer Interaction O 2 UK Ltd.

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]

Why I’m here ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Internet as a business tool 1 The 'Net is a waste of time, and that's exactly what's right about it William Gibson (1948 - )

The Internet as a business tool ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is it? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case Studies ,[object Object],[object Object],[object Object]

Case study 1 2 An early adopter getting it right

An early adopter getting it right ,[object Object],[object Object],[object Object],[object Object],[object Object]

The strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]

Hilti’s methodology ,[object Object],[object Object],[object Object],[object Object],[object Object]

Case study 2 3 One step at a time

One step at a time ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The unrealised opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

… but ,[object Object],[object Object],[object Object],[object Object],[object Object]

Case study 3 4 It gets complicated

It gets complicated ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategy eCRM ,[object Object],[object Object],[object Object],RE-DESIGN ,[object Object],[object Object],SUPPORT DISCOVER ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],ACQUIRE ,[object Object],[object Object]

Business product offerings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What business customers do online ,[object Object],[object Object],[object Object],[object Object]

How to treat business customers online 5 So how can we do it?

How to treat business customers online Q: Are you a business or a consumer customer? Q: How many adverts have you seen today? Yesterday? Last week? A: You are all consumers for something & always looking for WIIFM e.g. A business person during the week, becomes football fan at the weekend. So, we can offer consumer football alerts to the customer for that persona

Business tools SUPPORT DISCOVER ACQUIRE FAQ Care Upgrades Cost savings Front-end procurement Billing Performance tracker Consistency Expense management Learn new business methods

Legal framework ,[object Object],[object Object],[object Object],[object Object],[object Object]

e-Marketing considerations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Summary 6 “ Business customers are just consumers in suits”

Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Thom Poole Head of Portal Customer Interaction [email_address] Managing business customers on the web Thank you

Managing Business Customers on the Web

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Managing Business Customers on the Web