Building online customer relationship

• Author: Baranov, A. - Baranov, A.
• Position: Dept. of Economic Sciences and Business Administration, Transilvania University of Brasov - Finance University under the Government of Russian Federation
• Pages: 15-18

Bulletin of the Transilvania University of Braşov • Vol. 5 (54) •No. 1 - 2012

Series V: Economic Sciences

BUILDING ONLINE

CUSTOMER RELATIONSHIP

A. BARANOV1 A. BARANOV2

Abstract: Those companies who manage to retain their valuable clients for

a long period of time are much more successful in terms of money gains, than

those companies that are focusing only on customer acquisition. New

customer acquisition requires a large amount of money for using the proper

online marketing tools. As a lot of studies have shown, it costs much more

money to gain a new customer, than to retain the already gained customers.

To find the best tools for online customer retention, companies require a

well-organized and functional customer relationship management. This

means focusing on customers, customer orientation and a strong relationship

between customer and company.

Key words: customer relationship management, Internet.

1 Dept. of Economic Sciences and Business Administration, Transilvania University of Braşov.

2 Finance University under the Government of Russian Federation

1. The relationship customer-company

Internet, thanks to its particularities,

provides the ability to find information

about the customers, most likely through

its high level of communication

interactivity. So, the customer relationship

can be improved and developed.

To maintain the customer relationship

and to create customer loyalty, several

measures within the customer relationship

management are used and certain online

marketing tools are required to identify

customers, to differentiate the customers

and to personalize marketing activities.

Lasting and successful customer

relationships can be created and

maintained only when some basic

requirements are fulfilled. It is important to

know which customers are interested in the

company’s information and to treat

properly those customers who are

interested. In addition, the company must

know what information the customer is

particularly interested in, what he expects

to receive. The content of information for

the customers must be customized

according to their preferences. A good

communication is built through

newsletters, blogs and other social media.

Encouraging visitors to be active, to

communicate brings a lot of success for the

company. It is very important not to

concentrate online activities only on

capturing prospects data, but also on

communicating with them.

A customer profile assures that the

customer receives by electronic mail only

the information for which he is interested.

In addition, the profile can be adjusted

anytime to meet the individual needs of the

online customer.

Rather than to address to an anonymous

mass of Internet users, a successful online

customer relationship management tries to