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Future Online Strategies and Technologies: Creating value, improving communications and driving online business in the verticals
Business Insights, Feb 2007, Pages: 133
Executive Summary
The future of online
Online strategies: Building customer relationships
Online strategies: Creating value and building loyalty
Online technologies: Content management
Online technologies: Blogging and mobile
Lessons from industry: eBanking and online security
Lessons from industry: UK eRetail and online competition
Lessons from industry: eHealthcare and customer interaction
Lessons from industry: eGovernment and cutting costs
Chapter 1 The future of online
Summary
Introduction
Overview
Increased access to and use of the Internet is driving the use of online channels
Internet usage is increasing across the globe
Understand the impact of online channels on your organization
Conclusions
2 Online strategies: Building customer relationships
Summary
Building online customer relationships
Websites as billboards are a first step towards consumer interaction
It is tempting, but generally inappropriate, to follow a traditional media strategy
The best online strategies add interactivity to strengthen the core brand message
Online communities shape consumers’ attitudes and purchasing behaviour
The frequency of using online forums and reviews is increasing
Viral marketing efforts allow brands to reach consumers
Conclusions
Chapter 3 Online strategies: Creating value and building loyalty
Summary
Creating value and loyalty through online channels
Online Customer Service (OCS) solutions necessitate investment in hardware, software and employees
Technological competency and access can limit the impact of OCS
Complexities exist between the online and offline experience
Online customer service solutions present business opportunities irrespective of size
The OCS technology facilitates cross-selling and customer information opportunities
Ultimately, online customer service needs to help build customer satisfaction and loyalty
Fast, reliable and customized levels of service are a key differentiator
Appropriate rewards, discounts and communication can build the relationship between consumer and supplier
Conclusions
Chapter 4 Online technologies: Content management
Summary
Introduction
Administering multiple websites
Reuse of content
Use of web content management
Extent to which enterprises currently have or use content management solutions
Content management sales by vertical
Vendor positioning
Market leaders: Technology
Market leaders: User sentiment
Market leaders: Impact
Conclusions
Chapter 5 Online technologies: Blogging and mobile
Summary
Introduction
Blogging as a corporate communication channel
Corporate blogs can be used as a PR tool, but are susceptible to bad press
The mobile communications channel
SMS marketing requires consumer trust
Mobile/PDA/wireless banking is likely to emerge as an important channel in the near future
Conclusions
Chapter 6 Lessons from industry: eBanking and online security
Summary
eBanking overview
The online channel has opened up competition
Security
Online banking security remains a key priority
The cost of online fraud
Cross-channel fraud detection and customer service
Technology solutions
Point of access
Multifactor authentication
Tokens
Mobile phones
IP address
Smart bank card
Biometrics
Factors of authentication
Reverse authentication
Analytics are key to a robust security solution
Behavioural patterns
Risk rules
Sharing fraud data
Conclusions
Chapter 7 Lessons from industry: UK eRetail and online competition
Summary
Methodology
eRetail overview
The changing e-retail landscape
Growth of price comparison websites
Traditional retailers boost online presence
Impact of Technology
Shopper Population
Market sizing
Conclusions
Fulfilment – the greatest hurdle
Chapter 8 Lessons from industry: eHealthcare and customer interaction
Summary
eHealthcare overview
Healthcare is mission-driven rather than profit-driven
Healthcare needs to cater to multiple stakeholder groups
Healthcare operates in a highly regulated environment
Accessing health information online is becoming increasingly mainstream
The Internet is a tool that consumers can leverage to take a more active role in managing their health
The Internet is evolving into an interactive tool for managing healthcare
Online communities facilitate peer-to-peer and consumer-tohealthcare professional interactions
Online channels can be used to facilitate consumers’ interactions with their physicians
Consumers are interested to use online tools to manage and monitor health conditions
Conclusions
Chapter 9 Lessons from industry: eGovernment and cutting costs
Summary
eGovernment overview
States and provinces invest in eGovernment to reduce costs
Innovative agencies at all levels are progressing through the
eGovernment evolution
eGovernment services speed constituent transactions but rarely enable participation
Few organizations have reached the third phase of the eGovernment evolution
eGovernment spending
Conclusions
Recognize that eGovernment needs vary across levels of government
Stress revenue opportunities but acknowledge that revenues themselves are not the goal
Target services that will bring more bang for the buck
Index
List of Figures
Figure 2.1: The 'virtual billboard' model persists in developing countries
Figure 2.2: The static 'billboard' model does have some benefits, especially for small niche businesses
Figure 2.3: A sizeable proportion of consumers use online forums for product and service information
Figure 3.4: Consumers are more impatient when using technology
Figure 3.5: The components of online customer satisfaction
Figure 3.6: Improvement and investment in complaint management and customer communications are necessary to increase loyalty and retention
Figure 4.7: Extent to which enterprises currently have or use content management solutions
Figure 4.8: Enterprises that are considering investment in content management solutions in 6 months to 2 years time
Figure 4.9: Market leaders analysis: Technology
Figure 4.10: Market leaders analysis: User sentiment
Figure 4.11: Market leaders analysis: Impact
Figure 5.12: The Tampax Compak website targets teen girls by providing an interactive ringtone generator
Figure 6.13: Factors of authentication
Figure 7.14: Key online shopping facts 2005
Figure 7.15: E-retail market drivers 2006
Figure 7.16: Impact of technology on market growth 2004-2010
Figure 7.17: Percentage of adult population shopping online 2002-2010
Figure 7.18: Mutual reliance of online and physical channels
Figure 7.19: Fulfilment – greatest hurdle in developing an effective online operation
Figure 8.20: Consumers increasingly turn to online sources for health-related information
Figure 8.21: Use of online forums and communities is beginning to pervade healthcare
Figure 8.22: Consumers would like to use technology to facilitate the interaction with their physicians
Figure 8.23: Consumers show interest in using disease management and compliance tools
Figure 9.24: Constituent satisfaction tops agencies' goals for eGovernment 124
Figure 9.25: Publishing static information is the most commonly used eGovernment function
Figure 9.26: Total US state & local eGovernment spending by level of government, 2006-2011
Figure 9.27: Total European state & local eGovernment spending by country, 2006-2011
List of Tables
Table 4.1: Content management software sales by vertical ($m)
Table 7.2: UK online spending by sector 2000-2010 (£m) 99
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