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A strategy for managing customerrelations on the internet: evidence

from the football sector

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Adnan Mukhtar

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Overview

to provide a better understanding of how theinternet is used as a strategic tool in

electronic customer relationshipmanagement (e-CRM) in the football sector.

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Research Questions

How can the online environment bedescribed?

How are the customers served in this onlineenvironment?

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Introduction

eCRM application of information &communication technology to increase the

scale & scope of customer services.

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Naveed Ahmed

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(contd.)

CRM technologies can be divided into: Operational

Analytical Collaborative

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(contd.)

Benefits of eCRM: Always available

Take less time to render Orders can usually be processed/delivered

quickly Customer feedback is immediate. Shopping & purchasing is easier and time

effective. E-services are generally free or less costly.

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Saad Nawaz

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Literature Review

Two main variables Online environment

Customer services

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Online environment Page loading speed

Keep graphics simpleUse less animationsUse thumbnailsProvide text only choice

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Business contentUse clear and concise textProvide contact informationProvide free servicesUse simple backgroundsCreate FAQ section

Avoid under construction signs

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Navigation efficiencyUse accurate (no broken) links

Avoid use of framesKeep navigation consistent

Add an effective search engineUse site maps

Avoid links that open in new windows

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Ummad Ejaz

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SecurityStress the use of securityProtect your copyrightsGenerate a confirmation page after completion of transaction

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Customer focusProvide various payment alternativesUse an auto responder Write the website in English

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Customer Services Placing orders

Confirmation of orders

Efficient handling of orders and queries

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Mohib ur Rehman

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Payment options Number of credit cards accepted

Offline payments

Shipping information Shipping and handling information Sales tax information

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Returns Money back guarantee Convenient returning information

Interactive services E mail

FAQs Live chat function Toll free number

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Web policy Privacy

Security policy Company information

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M. Hamza Mengal

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Method

Based on the use of double case studyapproach

Participant observation Documentation

Design Based on use of case studies

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Data collection Documentation archival records

Interviews Direct observations Participant observations Physical artifacts

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Sample Sites of two football clubs

Manchester unitedLiverpool

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Data analysis Consisted of three concurrent flows of activities

Data reductionData displayConclusion drawing

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Siraj Khalid

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Results

How can the online environment bedescribed

Site of Manchester speed is faster thanLiverpool's Both of the websites implement security

protocols

Simple & concise text is used No indication of under construction signs Both sites offer well labled and accurate links

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How are customers served in this onlineenvironment

Both offer number of ways for order placing Manchester accepts credit cardsVisaMaster

American express

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Liverpool allows customers to pay by differentcards (debit, credit)

Manchester allows customers to cancel or refund products online without any charges for 14 days

Liverpool for 7 days

Both use email to stay in contact with customers Both have clearly described their web policy

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Conclusion

Design needs to viewed as a business taskrather than a technical task

Design needs to be appropriate to the needsof the club and should focus supportingbusiness goals

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Saad Nawaz

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Further Research

Data collection should include interview withCRM managers and fans

Study can be extended in different conditions Comparative study between American andEuropean clubs

Italy and UK clubs

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Can be extended between football club sitesthat use e-CRM in contrast with those thatdon't use e-CRM.Finally the same study can be conducted ona large sample of websites.