◆ The benefits of the company's construction site Traditionally, the communication between the company and the customer, and the transfer of information mainly rely on letters, telephones, faxes, etc., and the speed transfer speed is quite slow, and the amount of delivery is also limited. Although the phone speed is fast, the information transmitted is not comprehensive, not meticulous enough, not really enough. Fax can quickly deliver text and some simple picture information. But the understanding of the product is still not detailed. Of course, customers can directly understand the company and products. However, if the customer is far from the merchant, this trick is invalid. Now there is a network, a company as long as it is built on its own website, many things will become quite efficient and convenient. The advantages of the company's online website can be summarized as four words: "fast, more, real, provincial". Fast, refers to the fast delivery speed. The establishment of the website allows customers to get relevant information as soon as they click the mouse to get relevant information, and the customer's feedback information is also possible to pass to the company. Many, refers to the amount of information. A website can have tens or more. Customers can understand all the information of the company very well. Be actually, true. Companies can use some software, such as three-dimensional animation software, comparable dynamics, realistic, realistic, like seeing product specifications. The province is saving money, saving time. Customers can understand all the information of the company as long as they spend online fees and time. To achieve efficient, save money. And the company can communicate directly with customers without face-to-face. In addition, the company has made the company's image, company product, company's services, etc., to promote the company's image, company products, and company services ... The company can also place advertising bars on the display of the website, or placed on other websites to allow more users to browse the company's website.
◆ Website planning a website success and an extremely important relationship with website planning before the website. Before establishing a website, it should be clearly clarified that the website's purpose, determine the function of the website, determine the scale of the site, investment, and carry out the necessary market analysis. Only a detailed plan can avoid a lot of problems in the construction of the website, making the website construction smoothly. Website planning refers to the analysis of the market before the construction of the website, determines the purpose and function of the website, and planning the technology, content, fees, testing, maintenance of the website under the construction of the website. The website planning plays a role in planning and guidance on the website, and plays a positioning role in the content and maintenance of the website. ◇ The market analysis information industry is the pillar industry in the era of knowledge economy. The production process of information products is based on traditional industries. It adopts more advanced communication technologies, put more knowledge, wisdom and experience, minimizes the time and space cycle from production to consumption links, thereby greatly changed People's production and lifestyle, promote the company's improvement of management, improve competitiveness, and promote the continuous development of social economy and progress. In recent years, the information industry is pursuing the new economy in an amazing speed. Domestic consulting firm, which provides information, management consulting services, is also growing rapidly, becoming the company's "foreign brain", and is generally concerned by the economy. It should be said that we are establishing one of the basic industries of information products as the company's basic industries, thereby adapting to the cost of the intellectual economic development in the 21st century. The most obvious feature of this industry is efficient, fast, so our services should also strive to achieve this requirement. From the current development of the company, most products have been formed, and it has the ability to carry out business on the Internet. "I know yourself know each other, you can't fight", before building the station, we should understand the strongest opponent in the industry ....
◇ Construction site target construction company website, can establish the company's image and establish a strategic advantage of leading peers. Use advanced propagation extensions to increase the number of users' users. Establish a unified data transmission and receiving system, enhance security, stability, timely, and ensure customer interests. It greatly improves the speed of business communication and expands the function of the channel. The distance between the company and the customer has enhanced the relationship with the customer. The company's network site makes both parties to understand the latest data of each other, and electronic data exchange means strengthening cooperation between companies. Improve the quality of service and provide information on the company and its products in a quick and convenient way. Maximize the utilization and sharing of resources, improve work efficiency, save time. Provide mutual exchange channels, we can get a variety of feedback information in time, improve its work. It can provide 24 hours a day. Now, the main purpose of the company's website operation is summarized as the following aspects: First, establish a company image and expand business promotion. Including the company's overall introduction, such as the company's scale, company structure, company products, company culture, company philosophy, business purposes, business objectives, values, vision planning, company once gained, companies are now studying some new products, the company's future The development trend, the company's products or services have different characteristics and market positioning, etc. Alternatively, some company's quality services, etc. Company information not only contains text materials, but also contains some picture information, such as company architectural pictures, company employee pictures, especially company product pictures, etc., making the company more realistic, more convincing, is now in front of customers. To make our customers understand more comprehensive and detail. Second, collect customer feedback and strengthen customer service. Through the company's website, you can establish a unified data transmission and receiving system, enhance security, stability, timely, and ensure customer interests. Improve the quality of service and provide information on the company and its products in a quick and convenient way. Use advanced propagation extensions to increase the number of users' users. It greatly improves the speed of business communication and expands the function of the channel. The distance between the company and the customer has enhanced the relationship with the customer. The company can serve our customers 24 hours a day. With our customers to keep after-sales contact, listen to customer opinions, answering questions from customers, and can receive various feedback information in time, and find problems early, solve problems. Third, online marketing investigation, carry out online marketing. Reach product sales activities to shorten new products and open new markets through the website, maximize customer needs, to achieve the development of the market, increase profitability. The company put its product information and distributor information on the website, and customers can apply for the company's sales network according to the situation, or directly sell orders to the company directly through the website order system; the company confirmed after the company received orders Then provide information to our customers. The contents of the network marketing are mainly: 1. Product information: The information sold by the company is introduced in the website, and classified according to the product structure to facilitate customer access. 2. Customer information: Mainly used to collect and manage information about sales customers, which is easy to recommend and follow our customers to promote the company's sales activities. 3. Sales Order: Online submission and management of sales orders between companies and customers. 4. Dealer information: The company's sales business office and the main dealers' call, address, fax, business person name, responsible area or product project are announced on the website to promote sales. Fourth, establish a information database and implement e-commerce. Establish a complete information database, one for one, one.
In the company, the company maximizes the use and sharing of information resources in the company, and performs storage, search, view, reuse, etc., to let customers know the company's nature and business characteristics, carry out information Categories, facilitate customer search and viewing. In addition, the visitor understands the company's information through the website. If there is a subscription, you can submit information orders online. Manager can view, retrieve, manage orders according to conditions, and feedback to the marketing department, and get in touch with customers who develop orders. To achieve simple e-commerce. Thinking from the perspective of the market (5)
Thinking from the perspective of the market (5): Building a portal
The commercial portal can be said to be the first step in the company's e-commerce. For numerous CIOs, this step does not seem to be difficult. However, a recent survey in the near future shows that 70% of enterprise web pages have less than 10,000 visitors, about half of the company's website is less than 5,000. What's the problem?
For nearly ten years, the portal is in the form of a standard user interface, and the company has gradually gradually accompanied almost all business. The huge attraction of the portal is able to simplify the access business of relevant information, while also preventing the information excessive - this is especially important for CIOs that face huge pressure, because they are facing such a huge pressure: in the system In the case where the complexity is gradually increased and the IT budget is decreasing, it provides an instant business for the company.
Enterprise Internet and portals help users find better ways, and when users access the website and the database to collect materials and tools, they are trying to mitigate the user's frustration and inconvenience. With the portal, users can quickly find the information you need, thereby reducing the time spent on browsing the not related information.
Through the research of 85 companies adopted a portal website, 80 companies have gained a positive investment rate (ROI), of which 36% received an average return return on investment. We can find many portals that are popular with users in recent years. DuPont is expected to save $ 61 million in the first phase of its portal, which serves 550 people's sales and marketing sector. Bay Network Company (affiliated to Nortel Nortel Network) spent 3 million US dollars to build its most advanced internal network, saying that the acceleration of information search speed will save $ 10 million per year. Also, Hewitt Associates will save $ 8 million every year after implementing the corporate portal, and the speed of responding to the customer request (requiring a request for valuable information) has previously increased by 75%.
Is the simple door reliable?
Enterprise build portals seems not a very complicated thing. Generally speaking, there is no need to spend a lot of portals based on Point-Solution, and these applications are relatively easy to implement. But the superiority on these surfaces may cause some big problems.
In a single-point solution-based portal, certain methods are used to simplify information access to a certain or special user group. However, these methods may result in an increase in the complexity of content management, and the IT expenses are increased, so that the information quality of the entire enterprise is declining. Since these portals are a departmental solution, some business units often create a website without any company's guidance. Although this allows the website to be implemented, the cost of paying is: scattering and even destroying the development and safety of the company's decision-making, making IT spending spiral rises, a negative impact on the content quality, and then diluted the brand image.
Unnecessary overhead
Because only on the website of several storage information, it covers the outer table of the fashion or adds a shell to the commercial application. Enterprise Information Portal (EIP) can be discovered and even encourage the company's website. This is a problem that is expensive - each new website will increase the cost and maintenance fee of the system - the survey report from the Gartner Group shows that the cost of each full trading website has increased to $ 1 million. Security Question
In the enterprise, when the IT department is required to manage and support multiple sites, a single-point solution-based portal can cause excessive integrity of the enterprise-related system, resulting in serious low efficiency. As a result, although the new portal may be conducive to a certain department, it will inevitably trigger a problem for the entire company. A business unit unit may violate the security standards of the company without knowing that the information does not want to disclose in the portal.
Content quality decline
Enterprise information portal and too many websites will also threate the quality of content. When the information is stored in many different, dispersed systems, the content is easy to obsolaminate or inconsistent, and the user is difficult to know which one is the latest information, which one is the system archive. Although some portals can directly link to other information systems to provide the latest content, only a few outstanding websites can do this because there is an expensive price to integrate numerous websites and all possible information systems.
Brand
When the consistency of content occurs, the brand image will be threatened. Especially in the customer portal and partner portal, due to the increasing number of people create content in their own way, weaken the brand image will have become a serious problem, because the so-called way is not to consider the company. Overall strategy, external propaganda caliber, style and tone. When customers and partners have to access multiple sites in order to complete the business relationship, they tend to be very frustrated, and have to face different styles in every link, which obviously adds their troubles. More ironic is that Application Customer Relationship Management (CRM) system may provide a single customer interface, but this interface is just a personnel employee within the enterprise, rather than customers.
How to build a new portal?
In addition to the above problems, there are many reasons for the existence crisis. In the development phase of large companies to implement the business portal, we often find that hundreds of global websites are being developed, but the content created by a site is often repeatedly developed by other sites; companies generally focus on building static HTML (Hypertext Link Identity Language) page, focusing on application and product, not customers; even in non-local sites, there are inconsistent Internet information, lack of standard companies classification ... All of this, It is not possible to adapt to the needs of business activities.
How to solve all these problems? The market environment is ready to welcome a new generation of portals: a portal that is not only in existing applications and websites, but can replace the proliferative and spreading websites, so they will no longer exist in separate individuals; the portal can not only be customer Services can also support centralized decision generation and company management. This is the business portal.
Enterprise Business Portal is a personalized self-service application to provide companies, resources, and business processes to their users (employees, partners, customers, and suppliers) in a unified and collaborative way. It can be said that corporate business portals give business. New value of information assets.
Reduction expenditure
The number of business business portals reduces the number of websites to help companies have regained the control of the website; improve the content quality, maintain the consistency of the brand and cross-site information. At the same time, due to the maintenance costs of many websites, the company's business portal has also reduced the IT expenditure of the company. Through corporate business portal, in addition to the actual savings of hardware, databases, and middleware (ensuring website operations), such companies can easily achieve 30% of website management and development costs.
Information exchange hinders no longer
Business business portal more than solves the problem of inherently inherently based on a single-point solution, and they have also added new value - it has opened the gate of the entire enterprise to achieve collaborative homework, and the range is rich in a common interface. End systems and databases, these backend systems and databases can integrate structured and unstructured information with company knowledge bases and internal AC transactions into structured and unstructured information. The business portal not only provides a single entrance to other websites, but also provides individualized single-point pathways with target information, resources, and business processes for users. Partners, suppliers, customers, and employees can quickly find the information they need, without having to experience the information overload, thereby implementing and a wide range of collaborative operations. Efficiency process
The company's business portal adopted is not only applied to B2E (enterprise-to-employee), but also in B2B (enterprise-to-enterprise), B2C (enterprise-to-consumers) information, processes, and transactions. A corporate business portal is a complete, perfect communication facility for customers (consumer or business buyers), suppliers, partners, and employees. For all of these users, corporate business portals have improved productivity, improved services to customers and partners by providing consistent users, so that users will no longer receive contradictions and outdated content.
Enterprise Business Portal has caused a group to form a group between enterprises and external staff dedicated to joint tasks in order to work together in common goals. Since the business portal supports workflow, all users can compile a task efficiently. Self-service features help users get information quickly and make decisions more perfect. Enterprises can use these portals, the user's knowledge and skills completely exert the leverage, and the individual knowledge is transformed into valuable corporate intellectual property rights.
Thinking from the market's perspective (3)
Thinking from the perspective of the market (3) How do business bosses use the Internet?
The basic role achieved by the website is summarized from three aspects: supply, seeking, and combined. As I personally talk, I fully agree with this direction of the website. Should go in this direction. But for a company, how to operate is a key point. Here is just my personal opinion.
First, the most basic role of the website is equivalent to a business card in the network. What information does he want to provide to the network, ie the company's original purpose is in the initial purpose? A business card can include content is name, address, contact number, fax, e-mail, company image recognition, and more. So the role of the company's website is to let people who want to find you to find you, so the website is as many text descriptions that can express the nature or product nature of the website, and the text requirements are universally significant. This is easy to be associated when people are looking for. This business card company is not necessarily on his own website. The business card is not given to a person, and can be done by publishing some small information on other webpages, but the information must have a method of finding their own.
Second, after letting others find you, another important feature of the company's website requires a role: publicity. What is your website wants to say something? Or use a more active approach to: What do you want to do? Or do you lead everyone to do something? The content of this aspect is stronger than the company. In this regard, everyone prefer graphic combined ways to see your company, this is the problem of web creation. There is a product or service that has its own propaganda here, as well as the project you want to seek.
The main purpose of the company's website: and old customers can communicate more convenient, even e-commerce; let new customers can understand you, at least download the company's information
Thinking about the construction of the website from the perspective of the market (1)
Written in front: My senior tells me that technology is never the most important, a designer who does not understand the market can only be a personal worker. Whether in this way, art or techniques for art are destined to touch the wall in this era, I think. From the perspective of the market (1) Details of the website (1) Details of the British research institutions, in May 2002, the survey information published in May 2002 shows that many large companies in the UK have spent millions of pounds in the construction and maintenance of the enterprise website. Fund, but the truly useful website is very few, the funds investive are almost equal to waste. In fact, this situation is also very common in China. It is not exaggerated that more than 95% of corporate websites usually have to play a lot. So we often see some "sin" of the "diagnosis" of the enterprise website, such as the web design, no update, the website lacks effective promotion, etc., the actual situation is clearly not limited to these surface problems.
If you do in-depth analysis, it is not difficult to find that many websites often expose their unprofessional shortcomings on some seemingly inconspicuous small issues. These problems may not be serious, even negligible, but practical experience shows that In the case of the overall function of the website, the details of the details are often a key factor in determining whether a website is truly effective.
Small things, big problems
A small mistake on the website may cause serious economic losses, even causing unnecessary legal disputes, don't think that this is a sensational, this kind of thing has appeared in some well-known enterprises. According to reports, in December 2001, before Christmas, Dell Computer missed the price of the product on his website. A speaker for $ 229 was labeled as $ 24.95 and changed the information on the website. It was published nearly a week, and the number of orders was forced to cancel some orders by the number of orders in stock. Dell has to ship in some customers in accordance with the wrong price, and the orderman who is canceled is also available for 10% discount volumes that can be used to purchase software and peripherals.
If Dell is a serious consequence of the income of a local text on the website, then many "daily small things" are actually seriously affecting the final effect of the website. This kind of "little thing", we might as well I see the misunderstandings existing in many companies - "Contacts" in many companies.
(1) "Contact" should not stage an empty city
common contact information includes address, telephone, email, etc., you may ask, such a simple question, is it not going on on the website? Yes, it is so simple, but there are many companies think that it is simple, but there is no sufficient attention, resulting in many problems. We can often see the "Contact Us" menu on some websites. After clicking, it is found to be an email link such as "Mailto: Webmaster @ ****. COM", want to find the company address and service phone? No, probably I hope the user sent an email to ask? This situation is not surprising in the personal home page, but how will users Lenovo as a regular business? Isn't the company that have no formal office vesions or calls because of arrears have been terminated? Or at all is an illegal website, but I don't dare to announce my address and phone? It is such a simple question, how can users make users trust? Even if you don't think so much, practical experience shows that letters sent to WebMaster usually get timely reply, many companies do not even respond to user emails, which can be imagined, and the company's website is only available to how much means .
(2) There is a defect in online table
We have further analyzed this, and you can find a number of contact information on some corporate websites, but there are still many problems, in terms of online contact, according to the author's analysis of large number of corporate websites according to the author for many years There is usually two main forms: one is to publish the company's contact Email, and users send questions to the enterprise of the enterprise via email; the other is to use the browser interface to make the user fill in the formatted online form. There are also some non-mainstream forms of online contact, such as forums, message books, instant information, etc. We don't do more analysis. Functional, online forms and electronic mail all-purpose online contacts can achieve the purpose of user communication, but there is a big difference from the effect. Online form is that users fill in their contact information and questions through the browser interface, then submit online to the website, process the corresponding managers, and since the form can set some formatted content, such as contact name, unit , Address, problem class, etc., information submitted by online form is more likely to classify than a general email, so it is welcomed by some websites. Despite the surface, the role of online form does not have much difference, and it can also achieve the purpose of delivery information, but if it is improperly handled, there may be a big potential problem in the online form.
First, since the online form limits the user's personalization requirements, some information may not be properly expressed; second, when the form is submitted, the user does not understand what information is submitted, how long it may get a reply, and you can't Keep a copy of the mail, not convenient for future query. Therefore, there is sometimes no trustworthiness to use online forms. In addition, the contact Email address filled in the customer has the possibility of incorrectly, which will not be able to reply to the user's question through Email, or even if the user is dissatisfied.
So, is it not suitable for online contact us? Of course, the key is whether it is really standing in the user's perspective. In fact, as long as you think about some details, you will have a big difference, for example, give additional contacts, such as email addresses, phone numbers, and give a service commitment in contact information. How long will I reply to the user after submission, and it is also necessary to remind the user to reserve a copy of the relevant questions. If these detail processing is added, I believe that it will feel highly valued for the user, which can greatly increase the trust of the company, and there will be more information and enterprise communication, and thus also enhance customer relationships to a certain extent.
If the user uses Email how to contact the company, the response process of the company's responsible person may be slightly troublesome, because the problem does not have prior classification, the content of the personality is more, sometimes it is not easy to judge that the person should be transferred to that part. Processing, but for users to generate a certain degree of security, because he "knows" his own email, you can also query your own contact record by the backup of the mail, so contact it through the email method. . However, even if the company announces an email address on the website, discusses in depth, there are still many places, some companies use the free mailbox form, and some websites are beautiful, and the information of the information will be used. To express, these seemingly inconspicuous issues will also affect corporate image and user trust.
(3) Free mailbox problem
The free email is used as commercial applications, which not only affects corporate image, but even more losses. We can often see some small enterprise websites left a free email address, perhaps often, even in many business cards, advertisements, corporate promotional materials, and other occasions, there are free mailboxes. Functionally, no matter the free mailbox, or the company's dedicated mailbox can play a role of information transmission, but free email has many defects, even if the technical factors and service providers are not considered, even in normal use Sometimes it will also cause serious consequences, such as a more invisible problem, has not attracted enough attention, which is the confidentiality problem of free mailbox. Free mailbox service provider usually has many users, a lot of usernames under the same domain, such as editor@163.net, or editor@163.net, or editor@263.net It's easy to confuse, don't pay attention, if you write wrong, you may cause venting. If you use the company's own mailbox, the possibility of this happens is greatly reduced. (4) Picture format will be misunderstood
How can I treat information such as information such as contact information? We know, the email address can set a "mailto:" link, the user can directly pop up the system default email sender, providing convenience to contact, even if it is not immediately sent, using the email address in text form It can be easily copied to your own address book or notepad, and is called out when needed. If the email address is made as a picture, the user will not be able to click or copy the email address, in order to send an email to the company, you have to manually re-enter the email address a character, it is true to create trouble! Maybe users have already walked out, if there is something wrong, isn't it unfortunately? What's more, some websites are the effect of pursuing gorgeous effects, only when the mouse moves to the Contact Description icon, once the mouse is removed, all the information disappears!
(5) Reply to customers more important in time
It is still not enough to have the right contact. In addition to the integrity and effectiveness of contact information in the design and application, timely users / potential email consultations are also very important, even if they leave on the website. Detailed contact information, if you cannot reply within the time of the customer's expectation or no reply at all, the result may have a greater negative impact on the company.
The research of Jupiter Media Metrix, the International Famous Survey, shows that the reply time of customers for Email consultation in the last three years is constantly shortement, from 24 hours to 12 hours. Recently, most customers hope to get about 6 hours. The customer service is inquiry, even a lot of customers seek real-time satisfaction services. However, there are not many companies that can be done, and mainly in the fields of online retail, financial services, and the traditional enterprise website can have a reply within the time of the customer's expectations, and the overall average of 38% of investigated companies. You can reply within 6 hours, and 33% will reply to the user's email after a few days or longer, and some don't even give a reply at all. More than half of the online retailers in online retailers can meet the expectations of users, in the phases, because users' application Internet has become more extensive, it is difficult to satisfy the service of traditional enterprise sites.
