Factfile 5
Ensuring a multi-channel dialogue
Channels are an important means of keeping dialogue going with consumers. Encourage on-going relationships through regular communication. Knowing your customers allows you to pick the most effective means of communicating with them.
Key insights:
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Harness new technologies - Relationships can be multi-facetted. The Internet has an important role to play here in terms of providing customers with information, allowing them to remain in contact and up-to-date with developments.
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For guidelines on e-commerce best practices BuyIT has set up the e-Procurement Best Practice Network, which organises network meetings, supplier briefing seminars and best principles workshops to enable senior managers to share their experience in e-procurement.
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The Chartered Institute of Purchasing and Supply has convened an e-commerce group of about 30 members, comprising e-commerce solution providers, consultants, lawyers and practitioners at various stages of implementing e-procurement.
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An initiative that looks at the wider issues of e-business - not simply electronic trading - is the Electronic Business Assessment Tool or e-BAT, produced by the UK Council for Electronic Business.
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Relationship marketing through interactive dialogue to ensure a two-way flow of information.