Radioshack - Customer Experience and Relationship

Overview

The customer experience and relationship are two very important principles when it comes to e-commerce. In order for a business to advance in the internet age of commerce, they need to focus on customer retention and loyalty. In order to obtain these two elements a company’s website needs to be geared around customer service and the end users wants. According to Relirich, eighty percent of a company’s business comes from twenty percent of their customers. It is much easier to retain an existing customer than it is to obtain a new one. As the old saying goes word of mouth is the best way to advertise. Maintaining good customer relations can generate new customers just by the experience that an existing customer has. A good experience statistically can net you two more customers while a bad experience can reach ten people (Relirich.com 2012) and put a damper on generating a bigger customer base.

E-CRM, or electronic customer relation management, uses many technologies new and old to manage and analyze customer databases which provide information to help acquire and retain consumers. The use of E-CRM lowers the cost a company spends on customer service and allows the business to be able to offer information to its customers twenty four hours a day via its website. Consumers are able to interact with a website and find out when a purchase will be delivered, the cost of shipping, make payments, and many other customer service duties all from the luxuries of their own living room. E-CRM can gather all these transactions and analyze the data to allow the company to improve its customer experience which will aid in customer generation and retention (Gartner 2009).

Site Audit

Visitors Perspective

• Allows you to search the site for what you are looking for

• Signup for mailers and coupons

• Obtain new cell phone service

• Order and track your purchase

• Offers a gift center

• Allows to search for products according to category

Visitors Information

• Email address

• Other contact info( address, phone number, location)

• Purchasing habits

• Gender