CIB Present
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Transcript of CIB Present
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8/6/2019 CIB Present
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A strategy for managing customerrelations on the internet: evidence
from the football sector
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Adnan Mukhtar
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Overview
to provide a better understanding of how theinternet is used as a strategic tool in
electronic customer relationshipmanagement (e-CRM) in the football sector.
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Research Questions
How can the online environment bedescribed?
How are the customers served in this onlineenvironment?
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Introduction
eCRM application of information &communication technology to increase the
scale & scope of customer services.
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Naveed Ahmed
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(contd.)
CRM technologies can be divided into: Operational
Analytical Collaborative
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(contd.)
Benefits of eCRM: Always available
Take less time to render Orders can usually be processed/delivered
quickly Customer feedback is immediate. Shopping & purchasing is easier and time
effective. E-services are generally free or less costly.
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Saad Nawaz
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Literature Review
Two main variables Online environment
Customer services
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Online environment Page loading speed
Keep graphics simpleUse less animationsUse thumbnailsProvide text only choice
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Business contentUse clear and concise textProvide contact informationProvide free servicesUse simple backgroundsCreate FAQ section
Avoid under construction signs
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Navigation efficiencyUse accurate (no broken) links
Avoid use of framesKeep navigation consistent
Add an effective search engineUse site maps
Avoid links that open in new windows
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Ummad Ejaz
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SecurityStress the use of securityProtect your copyrightsGenerate a confirmation page after completion of transaction
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Customer focusProvide various payment alternativesUse an auto responder Write the website in English
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Customer Services Placing orders
Confirmation of orders
Efficient handling of orders and queries
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Mohib ur Rehman
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Payment options Number of credit cards accepted
Offline payments
Shipping information Shipping and handling information Sales tax information
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Returns Money back guarantee Convenient returning information
Interactive services E mail
FAQs Live chat function Toll free number
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Web policy Privacy
Security policy Company information
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M. Hamza Mengal
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Method
Based on the use of double case studyapproach
Participant observation Documentation
Design Based on use of case studies
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Data collection Documentation archival records
Interviews Direct observations Participant observations Physical artifacts
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Sample Sites of two football clubs
Manchester unitedLiverpool
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Data analysis Consisted of three concurrent flows of activities
Data reductionData displayConclusion drawing
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Siraj Khalid
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Results
How can the online environment bedescribed
Site of Manchester speed is faster thanLiverpool's Both of the websites implement security
protocols
Simple & concise text is used No indication of under construction signs Both sites offer well labled and accurate links
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How are customers served in this onlineenvironment
Both offer number of ways for order placing Manchester accepts credit cardsVisaMaster
American express
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Liverpool allows customers to pay by differentcards (debit, credit)
Manchester allows customers to cancel or refund products online without any charges for 14 days
Liverpool for 7 days
Both use email to stay in contact with customers Both have clearly described their web policy
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Conclusion
Design needs to viewed as a business taskrather than a technical task
Design needs to be appropriate to the needsof the club and should focus supportingbusiness goals
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Saad Nawaz
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Further Research
Data collection should include interview withCRM managers and fans
Study can be extended in different conditions Comparative study between American andEuropean clubs
Italy and UK clubs
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Can be extended between football club sitesthat use e-CRM in contrast with those thatdon't use e-CRM.Finally the same study can be conducted ona large sample of websites.