The paper “ Pros and Cons of Building Customer Relationships via the Internet, Transaction Focused Traditional Selling and Trust-Based Relationship Selling” is an affecting example of an assignment on marketing. Customers form quite an integral part of any given business environment. Need therefore arises for customer management this being a methodology aimed at aiding businesses in the process of enhancing or rather building a relationship with customers. The invention of internet has led to many business organizations adopting its use. In this case regarding building customer relationships via the internet there are both advantages as well disadvantages of the same. AdvantagesBy adopting the internet to build customer relationship many business have found this step quite beneficial.
Through the creation of the relationships businesses are able to broaden their perspectives in regards to the different influences on the needs of customers as well as their levels of satisfaction. In this case business is able to achieve comprehensive understanding of the needs of customers so that they can make improvements and service their customers in the best way possible within the surrounding competitive market. Building customer relationship via the internet aids business in retaining a regular status as far as the brand of goods and services is concerned.
This means that business to customer relationship through the internet goes beyond developing and providing products and services to the customers. 1 Additionally exclusive ties between the business and the customers provide benefits to both parties. Customers gain easy access to goods and services being provided and there is ease with making enquiries while the businesses obtain opportunities of gaining a competitive advantage in the market for their goods and services. Relationship between business and customers that is built via the internet aids businesses in increasing business-customer interactions.
Businesses are able to send emails to their customers if there are new products or services that have been developed. Also communication regarding special offers is easily passed to the customers hence ultimately businesses are bound to increase their level of sales. On the same note customers through the communications develop the feeling that business recognize their existence and value them. In connection to this the internet provides business with an opportunity to show customers that they are truly assets for the businesses through the care they show by providing them with information.
An Example on how businesses strengthen their relationships with customers via the internet includes sending of electronic receipts to the customers. The internet by the use of emails enables business keep records of purchases especially of expensive items that require to be accompanied with receipts. DisadvantagesBuilding customer relationships via the internet has the demerit of lack of trust mark. It is quite to facilitate trust online. This is due to the fact that the internet encompasses of people who have websites in the name of being business-oriented.
Some websites are created by people who are not up to doing business with customers but rather stealing from them. Some people use the internet to engage in fraudulent activities. This perspective of the internet makes customers not have trust for genuine businesses that carry out their operations online.