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    PGDDB - Assignment 3 - Reaching The Digital Customer Vamvu Andrei

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    PGDDB - Assignment 3 - Reaching The Digital Customer Vamvu Andrei

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    Vamvu Andrei
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    PGDDB_Assignment 3_Reaching the Digital Customer Vamvu Andrei

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    20 views4 pages

    PGDDB - Assignment 3 - Reaching The Digital Customer Vamvu Andrei

    Uploaded by

    Vamvu Andrei

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    Assignment 3 – Reaching the Digital Customer

    Develop a new, innovative customer initiative using one or two of the customer network
    behaviors.

    TASK

    Choose a business unit, a product, or an element of your company and then, answer the seven
    questions that follow.

    The five customer network strategies are:

     Access – be faster, easier, more on-demand


     Engage – be a source of valued content
     Customize – be adaptable to different customer needs
     Connect – be a valuable part of customers’ online and social conversations
     Collaborate – invite customers to help build your business and your enterprise

    Postgraduate Diploma in Digital Business Page 1 of 4


    QUESTIONS

    1. What part of the business have you chosen? It may be a product, service, or a particular
    business unit.

    I chose as a point of study, the Karcher online store, called WebShop Karcher

    2. What will your customer objective be? Examples include lead generation, customer
    acquisition, improve customer service, grow share of wallet or spend of existing
    customers.

    My main goal is to increase the number of visitors to the site, the sales conversion rate, as well as
    the opening rates of the recurrence newsletters.

    3. Who is your target customer? Which of the customers are most relevant for this
    initiative or that you will focus on the most? Your answer should not be “all customers.”

    The target customers followed in this example are :


    - Uncertain customers;
    - Clients concerned with the selling cost of products;
    - Millennials;
    - Clients with medium to high salary level;
    - Unrealistic clients;
    - Empathetic customers;

    4. Which customer network behavior will you use? You may choose one or two as the
    most relevant for the goals you are trying to achieve.

    For this exercise I will like to use the following customer strategie: “Engage”

    Postgraduate Diploma in Digital Business Page 2 of 4


    5. Braintstorm – what is your digital innovation? For example, if it’s an engage strategy,
    what kind of content could you create and how could it be relevant to your customers?
    If it’s a connect strategy, what are the different ways you might add value to the social
    conversation?

    My digital innovation is the creation of unboxing videos, how-to and review, to help customers
    make a final purchase decision.
    Due to the nature of our products, in this way we can influence undecided customers, we provide
    access to information for Millenials, we show the true value of Unrealistic customers.

    6. Who will you need to make this idea happen? What are the skills, the resources (from
    within or outside the business) that you might need to bring this initiative to life?

    To give life to this initiative we must have completed the following steps as well as resources:
    - Establishing a budget:
    - List of products;
    - Negotiating online and offline advertising spaces (TV);
    - Finding relevant people for promotion as well as influencers;
    - Finding and contracting a media agency to create videos and promote them;
    - Promoting videos with the help of the media agency and through google, Facebook-Instagram;
    - Analyzing sales figures and correlating with traffic information from video viewing;

    As skills, we would need bargaining power, computer knowledge, and information about the
    competitive market.

    7. How will you measure success? What will give you a sense of whether you’re actually
    achieving the objective you set at the beginning of the process?

    To measure success, we will need to interpret more information such as:


    -Evolution of sales over a relevant period;
    -Evolution of the traffic level in the site, versus the same period last year;
    -Analysis regarding the number of new customers, their age and the number of orders made by
    them;
    -Analysis of the reviews posted on the products, the number as well as the satisfaction index;

    Postgraduate Diploma in Digital Business Page 3 of 4


    Postgraduate Diploma in Digital Business Page 4 of 4

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