Using New Media for Customer Interaction: A Challenge for Relationship Marketing
Using New Media for Customer Interaction: A Challenge for Relationship Marketing
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使用新媒体进行客户互动：关系营销的挑战
DOI：
10.1007/978-3-662-09745-8_13
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发表时间：
2000
期刊：
影响因子：
--
通讯作者：
Bernd Stauß
中科院分区：
文献类型：
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作者：
Bernd Stauß
旨在保持联系和重复交易的直接互动过程是关系营销概念的一个组成部分。现在通过互联网提供的新型通信为预期对话提供了许多新的且有前途的机会。这尤其适用于公司控制的通信。这使公司能够根据特定客户的个人需求定制信息并优化客户的反馈机会。然而，要实现这一目标，企业必须满足与技术、人员、组织和协调相关的苛刻先决条件。公司还面临着由客户控制的互联网通信带来的完全不同的挑战。当客户在网上发表对产品和公司的批评并使他们的个人批评成为全球口碑的主题时，客户与客户的沟通就成为真正的威胁。为了防止客户关系受到严重损害，管理人员必须仔细监控这些通信、分析它们并做出适当的反应。
Direct interaction processes, geared towards contact maintenance and repeated transactions, are an integral part of the relationship marketing concept. New types of communication now available through the internet offer a number of new and promising opportunities for the intended dialogue. This applies in particular to company-controlled communication. This gives companies the ability to customize information with regard to the individual needs of a particular customer and to optimize the customer's feedback opportunities. To achieve this, however, companies must satisfy demanding preconditions related to technology, personnel, organization and co-ordination. Companies also face a completely different challenge arising from customer-controlled internet communication. When customers publish their criticism of products and companies online and make their individual criticism the subject of global word of mouth, customercustomer communication becomes a real threat. In order to prevent serious damage to customer relationships, managers must monitor these communications carefully, analyze them, and react appropriately.