Online and Offline Integration Metrics By- Joy Agarwal, Department of Management Studies, Pondicherry University.
Objectives  will be to: <ul><li>Understand the two major attributes essential for successful integration of online and off...
<ul><li>A well-integrated operation exhibits two major attributes: </li></ul><ul><li>  (A)  A seamless customer    experie...
(A) Seamless Customer Experience <ul><li>It refers to a firm’s ability to deliver consistency as its customers move betwee...
Steps in the customer purchase process AWARENESS KNOWLEDGE EVALUATION OF ALTERNATIVES PURCHASE SATISFACTION LOYALTY DISPOS...
(I) The Pre-Purchase Stage <ul><li>While evaluating alternatives, customers will notice whether the online and offline cha...
<ul><li>Wal-Mart , the world’s leading retailer, offers nearly the same selection of products and services in its offline ...
Inside Wal-Mart
 
(II) The Purchase Stage <ul><li>Consistent security and privacy standards in offline and online stores </li></ul>
<ul><li>Toys “R” Us , one of the largest toy retailers, uses ‘secure socket layers’ technology to encrypt all order-relate...
 
 
(III) The Post-Purchase Stage <ul><li>Customers should experience consistent response time to customer service requests wh...
<ul><li>AT&T Wireless  allows customers to look up their accounts on the Web and then send an e-mail to a customer represe...
 
 
(B) Seamless Internal Business  Processes and Operations <ul><li>They refer to a company’s ability to perform all internal...
FULFILLMENT SYSTEMS INFORMATION SHARING  Metrics for Seamless Internal Business Processes and Operations <ul><li>Ability t...
<ul><li>Most of these metrics refer to capabilities that are clearly ‘available’ or ‘not available’ </li></ul><ul><li>Metr...
(I) Information Sharing Metrics <ul><li>Example: Allowing customers to access their accounts online and offline </li></ul>...
(II) Fulfillment Systems Metrics <ul><li>They refer to a company’s ability to deliver on a customer’s order, regardless of...
<ul><li>Federal Express  customers can get information about the delivery status of a package by going to FedEx.com and en...
 
References: <ul><li>Jeffrey F. Rayport, Bernard J. Jaworski, “Introduction to e-commerce”, ed. 2003  </li></ul><ul><li>www...
 
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Online And Offline Integration Metrics

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online & offline integration metrics, seamless customer experience, online purchase, website, internet marketing, e-marketing

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  • nice work joy....lots n lots of info as usual.....u can make such good attractive slides i never knew :-)
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  • slides are remarkable and the contents also !!... ...request for download ....i
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  • gud work...
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  • Nice work
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Online And Offline Integration Metrics

  1. 1. Online and Offline Integration Metrics By- Joy Agarwal, Department of Management Studies, Pondicherry University.
  2. 2. Objectives will be to: <ul><li>Understand the two major attributes essential for successful integration of online and offline operations </li></ul><ul><li>Focus on metrics that measure these attributes to know how well the operations across channels are integrated </li></ul>
  3. 3. <ul><li>A well-integrated operation exhibits two major attributes: </li></ul><ul><li> (A) A seamless customer experience (front end) </li></ul><ul><li> (B) A seamless set of internal business processes and operations (back end) </li></ul>
  4. 4. (A) Seamless Customer Experience <ul><li>It refers to a firm’s ability to deliver consistency as its customers move between online and offline channels </li></ul><ul><li>This ability can be measured by identifying metrics using the customer decision process framework </li></ul>
  5. 5. Steps in the customer purchase process AWARENESS KNOWLEDGE EVALUATION OF ALTERNATIVES PURCHASE SATISFACTION LOYALTY DISPOSAL Pre-purchase Purchase Post-purchase <ul><li>Awareness of online offering vs. awareness of offline offering </li></ul><ul><li>Perceived benefits of Web vs. offline offering </li></ul><ul><li>Available offering information online vs. offline </li></ul><ul><li>Currency of information online vs. offline </li></ul><ul><li>Security & privacy associated with purchasing online vs. offline </li></ul><ul><li>Response time online vs. offline </li></ul><ul><li>Customer loyalty incentive programs online vs. offline </li></ul><ul><li>Exchange policies online vs. offline </li></ul>Associated metrics
  6. 6. (I) The Pre-Purchase Stage <ul><li>While evaluating alternatives, customers will notice whether the online and offline channels provide the same pool of product offerings </li></ul>
  7. 7. <ul><li>Wal-Mart , the world’s leading retailer, offers nearly the same selection of products and services in its offline stores and on its website </li></ul><ul><li>However, differences exist: travel planning services are available through the website but not at offline stores </li></ul>
  8. 8. Inside Wal-Mart
  9. 10. (II) The Purchase Stage <ul><li>Consistent security and privacy standards in offline and online stores </li></ul>
  10. 11. <ul><li>Toys “R” Us , one of the largest toy retailers, uses ‘secure socket layers’ technology to encrypt all order-related information in transit to the company server </li></ul><ul><li>If a user’s browser does not support this encryption technology or if the user does not want to send credit card information over the Web, the website urges customers to call its guest relations department to complete the order by phone </li></ul>
  11. 14. (III) The Post-Purchase Stage <ul><li>Customers should experience consistent response time to customer service requests whether they use online or offline channels </li></ul>
  12. 15. <ul><li>AT&T Wireless allows customers to look up their accounts on the Web and then send an e-mail to a customer representative, or go to a physical store </li></ul>
  13. 18. (B) Seamless Internal Business Processes and Operations <ul><li>They refer to a company’s ability to perform all internal processes and operations, regardless of whether a customer is interacting with the company through its online or offline channel </li></ul>
  14. 19. FULFILLMENT SYSTEMS INFORMATION SHARING Metrics for Seamless Internal Business Processes and Operations <ul><li>Ability to open accounts online and offline </li></ul><ul><li>Ability to access accounts online and offline </li></ul><ul><li>Integrated customer databases </li></ul><ul><li>Seamless order processing </li></ul><ul><li>Seamless order tracking </li></ul><ul><li>Integrated inventory systems </li></ul>
  15. 20. <ul><li>Most of these metrics refer to capabilities that are clearly ‘available’ or ‘not available’ </li></ul><ul><li>Metric value will be either a ‘yes’ or a ‘no’ </li></ul>Metrics for Seamless Internal Business Processes and Operations
  16. 21. (I) Information Sharing Metrics <ul><li>Example: Allowing customers to access their accounts online and offline </li></ul><ul><li>They measure the website’s ability to collect and analyze information on customers or products seamlessly between online and offline channels </li></ul>
  17. 22. (II) Fulfillment Systems Metrics <ul><li>They refer to a company’s ability to deliver on a customer’s order, regardless of whether that order was placed online or offline </li></ul><ul><li>Example: Allowing customers to check their order status online or offline, regardless of which channel they used for placing the order </li></ul>
  18. 23. <ul><li>Federal Express customers can get information about the delivery status of a package by going to FedEx.com and entering the package delivery confirmation code. Alternatively, they can call a Federal Express customer service representative and get the same information over the phone </li></ul>
  19. 25. References: <ul><li>Jeffrey F. Rayport, Bernard J. Jaworski, “Introduction to e-commerce”, ed. 2003 </li></ul><ul><li>www.walmart.com </li></ul><ul><li>www.toysrus.com </li></ul><ul><li>www.att.com </li></ul><ul><li>www.fedex.com </li></ul><ul><li>www.icrossing.com/integrate </li></ul><ul><li>www.davechaffey.com </li></ul><ul><li>www.google.co.in </li></ul><ul><li>www.flickr.com </li></ul>

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