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personalisation

 or  

mass customisation

  facilities to automatically rec-

ommend  the  ‘ next-  best  product’.  

  

● 

  Providing   online customer service facilities  (such as frequently asked questions,  call-  back 

and chat support).  

  

● 

  Managing   online service quality  to ensure that  fi rst-  time buyers have a great customer 

experience that encourages them to buy again.  

  

● 

  Managing  the   multichannel customer experience  as they use diff erent media as part of the 

buying process and customer life cycle.   

 To help understand the scope of e-CRM, you may also find  Figure   8.1    useful. This summa-

rises different marketing activities that need to be completed by an online retailer, structured 

according to customer acquisition, conversion and retention activities.