“Customer-centric" means creating a platform, such a web site that is completely centered on a customer’s wants and needs. Organisations need to realise they have to provide consumers with a unique experiences, which offer trust, quality products and ease of use. Web sites also have to project strength and confidence to the consumer. Things that need to be considered when designing a “customer-centric” website include:
· Organisation: You need to make sure your site is clearly organized, consistent, spelt correctly and easily navigable.
· An area to provide feedback is vital. Organisations need to take an interest in the opinions of their customers to ensure they are providing the products and service their clients want and need.
· Support is also a crucial factor in designing your site. Support tools (i.e. manuals, updates etc) need to be provided easily. Customers also need to be reassured that if questions are raised, answers will be given.
· Clear definitions and products descriptions need to be given. Contact details also need to be clearly displayed.
A “customer-centric” web site is difficult to achieve and maintain due to a number of factors that include:
- The first of which is the changing needs of the consumer. Any change in consumer demand needs to be acted upon in order to retain and grow current market share.
- A web site designed for the consumer, so that they get want they need, when they want it. This is extremely difficult to achieve as consumers can be affected by influences such as social and financial standing, personal and cultural values and geographical location.
- Company view and outlook. Quite often a company will have a different view or understanding of what their customers want. Without this connection, which can be gathered through market research, feedback etc, the organization may be developing plans or releasing new products that are not required or irrelevant.
2. Define the term 'presence'. Write an additional paragraph that describes why firms that do business on the Web should be more concerned about presence than firms that operate in the physical world.
The term presence is defined as “the state or fact of being present; current existence or occurrence. (http://www.thefreedictionary.com/presence).
With the above definition in mind web based businesses need to focus on “presence” to ensure that they distinguish themselves from other sites and to, it is vital for virtual business’ to have a solid and trustworthy “presence”
In my opinion firms/businesses that do business over the internet on websites have to be more concerned about presence because consumers may not know about the businesses and would then most likely never search for that particular product/service. Online businesses have to be more aware of presence rather than businesses in the physical world because businesses in the physical world have shops and people can see the shop physically so it is easier for the business to be recognised. Businesses that are online have to advertise and try and make sure they become present and have a presence in consumers’ minds since a consumer is unlikely to know about the business if they have not made an impact.
3. Describe the things Real Estate Agents can best accomplish through:
1. A web site.
2. Mass media advertising
3. Personal contact
The three things that Real Estate Agents can accomplish best through the below channels are:
Websites: Most Real Estate Agents now use websites as their initial contact portal for potential buyers and sellers. Websites, once developed and setup are easy and cheap to maintain. Information that is contained on these websites is deemed, in my opinion, to be the most up to date. Most people (buyers or sellers) will use the internet to find out information about properties in the area of interest to gauge current prices and market trends. Web sites like www.domain.com.au and www.realestate.com.au allow Real Estate Agents to provide floor plans, virtual tours and photos. The other advantage of a web site is that it is available 24 hours a day, 7 days a week allowing potential clients to browse the catalogues when it suits them. The web is global and offers Real Estate Agents to capture clients from a variety of locations that have traditionally been difficult to service.
Mass Media: Is, in my opinion, the tool of choice for Real Estate Agents to promote brand recognition and promote business strength. It is generally contained in print media and is highly customised for the local/regional needs of the Real Estate Agent. Print media is often quite expensive and can often be out of date by the time clients receive the information. Television and radio campaigns are often used to promote the brand.
Personal Contact: Real Estate Agents use personal contact to build and maintain client (both seller and purchaser) relationships. Using interpersonal skills and contact is essential to the sales process, as it gives the Real Estate Agent a chance to gauge the prospective clients and gives a feel for the quality of the potential transaction. Alternatively the clients are also evaluating the Real Estate Agent during this personal contact to gauge similar feelings to see if the representative can give them what they want and need. Personal contact is also used to clarify and offer additional information about services and/or properties.
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