Future Online Strategies and Technologies

Creating Value, Improving Communications and Driving Online Business in The Verticals

Publication Date	February 2007
Publisher	Business Insights
Product Type	Report
Pages	133
ISBN Number	not applicable
Product Code	RBI00198

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Summary

In an increasingly connected and fast-moving business environment, and with the 'tech-savvy' consumers on the rise, companies need to critically evaluate their online strategies and adopt a multi-channel approach across all business functions and processes. Understanding the future of online channels is a must for any organization that hopes to compete effectively in today's technology-centric world.

"Future Online Strategies and Technologies" is a new management report that provides an in-depth analysis of the online strategies and technologies that organizations need to adopt in order to compete effectively in today's dynamic business environment. It also highlights a number of the pitfalls to avoid and offers valuable lessons from the industry, collected from the online experiences of leading organizations across key sectors.

Use this new report to assess your current competitive position, anticipate future market threats and establish opportunities for commercial growth.

Some key findings in this report...

Increased access to and use of the Internet is driving the growth of online channels, with the population of Internet users expected to reach 1.35 billion in 2007.
There is an increasing shift towards utilizing online channels to facilitate customer service. The low cost and immediate qualities that such channels offer can drive value both for companies, enabling them to offer superior service for the customer.
Web content management products can be used to deploy highly effective self-service initiatives for business partners, customers, and employees, using personalization to maintain an individual relationship.
Almost 54 per cent of enterprises are currently using a web content management system, with a further 39 per cent considering investing in a system in 6 months' to 2 years' time.
Blogging and the mobile communications channel can both have a significant impact on marketing strategies. However, both areas represent buzzwords - as with the Internet in the late 1990s, many companies feel they must have a presence without having clearly thought out the business benefits.

This new report will enable you to...

Discover how to create long-term customer relationships and build loyalty, using this report's analysis and advice on creating value and building long-term online customer relationships and loyalty through online channels.
Comprehend the impact that an effective online strategy - as part of a multi-channel approach - can have on business performance, using this new report's online technology vendor analysis.
Gain insight into the online technologies of tomorrow and how to use them effectively through an overview of current and future online technologies, including web content management, blogging and the mobile channel, provided by this report.
Learn from the experiences of your competitors by examining the case studies containing insights and lessons across a number of sectors and online functions - such as security, combating online competition and improving customer interaction using a multi-channel approach - included in this new report.

Some key questions answered in this report...

How can online strategies help business performance?
What are the online experiences of other organizations?
Which web content management vendor offers the best solution?
How effective is online marketing?
What do customers expect in terms of online customer service and what strategies should be implemented to effectively build online customer relationships?
How can web content management systems be used to feed CRM databases?
What online technologies should organizations be using?
Is blogging a boon or liability?

Content

Executive Summary
- The future of online
- Online strategies: Building customer relationships
- Online strategies: Creating value and building loyalty
- Online technologies: Content management
- Online technologies: Blogging and mobile
- Lessons from industry: eBanking and online security
- Lessons from industry: UK eRetail and online competition
- Lessons from industry: eHealthcare and customer interaction
- Lessons from industry: eGovernment and cutting costs
Chapter 1 The future of online
Summary
- Introduction
Overview
- Increased access to and use of the Internet is driving the use of
- online channels
- Internet usage is increasing across the globe
- Understand the impact of online channels on your organization
- Conclusions
Chapter 2 Online strategies: Building
- customer relationships
- Summary
- Building online customer relationships
- Websites as billboards are a first step towards consumer interaction
- iv
- It is tempting, but generally inappropriate, to follow a traditional
- media strategy
- The best online strategies add interactivity to strengthen the core
- brand message
- Online communities shape consumers' attitudes and purchasing
- behavior
- The frequency of using online forums and reviews is increasing
- Viral marketing efforts allow brands to reach consumers
- Conclusions
Chapter 3 Online strategies: Creating value
- and building loyalty
- Summary
- Creating value and loyalty through online channels
- Online Customer Service (OCS) solutions necessitate investment in
- hardware, software and employees
- Technological competency and access can limit the impact of OCS
- Complexities exist between the online and offline experience
- Online customer service solutions present business opportunities
- irrespective of size
- The OCS technology facilitates cross-selling and customer
- information opportunities
- Ultimately, online customer service needs to help build customer
- satisfaction and loyalty
- Fast, reliable and customized levels of service are a key
- differentiator
- Appropriate rewards, discounts and communication can build the
- relationship between consumer and supplier
- Conclusions
Chapter 4 Online technologies: Content
- management
Summary
- Introduction
- Administering multiple websites
- Reuse of content
- Use of web content management
- Extent to which enterprises currently have or use content
- management solutions
- Content management sales by vertical
- v
- Vendor positioning
- Market leaders: Technology
- Market leaders: User sentiment
- Market leaders: Impact
- Conclusions
Chapter 5 Online technologies: Blogging
- and mobile
Summary
- Introduction
- Blogging as a corporate communication channel
- Corporate blogs can be used as a PR tool, but are susceptible to bad
- press
- The mobile communications channel
- SMS marketing requires consumer trust
- Mobile/PDA/wireless banking is likely to emerge as an important
- channel in the near future
- Conclusions
Chapter 6 Lessons from industry: eBanking
- and online security
- Summary
- eBanking overview
- The online channel has opened up competition
- Security
- Online banking security remains a key priority
- The cost of online fraud
- Cross-channel fraud detection and customer service
- Technology solutions
- Point of access
- Multifactor authentication
- Tokens
- Mobile phones
- IP address
- Smart bank card
- Biometrics
- Factors of authentication
- Reverse authentication
- Analytics are key to a robust security solution
- Behavioral patterns
- vi
- Risk rules
- Sharing fraud data
- Conclusions
Chapter 7 Lessons from industry: UK eRetail
- and online competition
Summary
- Methodology
- eRetail overview
- The changing e-retail landscape
- Growth of price comparison websites
- Traditional retailers boost online presence
- Impact of Technology
- Shopper Population
- Market sizing
- Conclusions
- Fulfilment - the greatest hurdle
Chapter 8 Lessons from industry:
- eHealthcare and customer
- interaction
- Summary
- eHealthcare overview
- Healthcare is mission-driven rather than profit-driven
- Healthcare needs to cater to multiple stakeholder groups
- Healthcare operates in a highly regulated environment
- Accessing health information online is becoming increasingly
- mainstream
- The Internet is a tool that consumers can leverage to take a more
- active role in managing their health
- The Internet is evolving into an interactive tool for managing
- healthcare
- Online communities facilitate peer-to-peer and consumer-tohealthcare
- professional interactions
- Online channels can be used to facilitate consumers' interactions
- with their physicians
- Consumers are interested to use online tools to manage and monitor
- health conditions
- Conclusions
- vii
Chapter 9 Lessons from industry:
- eGovernment and cutting costs
- Summary
- eGovernment overview
- States and provinces invest in eGovernment to reduce costs
- Innovative agencies at all levels are progressing through the
- eGovernment evolution
- eGovernment services speed constituent transactions but rarely
- enable participation
- Few organizations have reached the third phase of the eGovernment
- evolution
- eGovernment spending
- Conclusions
- Recognize that eGovernment needs vary across levels of government
- Stress revenue opportunities but acknowledge that revenues
- themselves are not the goal
- Target services that will bring more bang for the buck
- Index
- Index
- viii
List of Figures
- Figure 2.1: The 'virtual billboard' model persists in developing countries
- Figure 2.2: The static 'billboard' model does have some benefits, especially for small niche
- businesses
- Figure 2.3: A sizeable proportion of consumers use online forums for product and service
- information
- Figure 3.4: Consumers are more impatient when using technology
- Figure 3.5: The components of online customer satisfaction
- Figure 3.6: Improvement and investment in complaint management and customer communications
- are necessary to increase loyalty and retention
- Figure 4.7: Extent to which enterprises currently have or use content management solutions
- Figure 4.8: Enterprises that are considering investment in content management solutions in
- months to 2 years time
- Figure 4.9: Market leaders analysis: Technology
- Figure 4.10: Market leaders analysis: User sentiment
- Figure 4.11: Market leaders analysis: Impact
- Figure 5.12: The Tampax Compak website targets teen girls by providing an interactive ringtone
- generator
- Figure 6.13: Factors of authentication
- Figure 7.14: Key online shopping facts 2005
- Figure 7.15: E-retail market drivers 2006
- Figure 7.16: Impact of technology on market growth 2004-2010
- Figure 7.17: Percentage of adult population shopping online 2002-2010
- Figure 7.18: Mutual reliance of online and physical channels
- Figure 7.19: Fulfilment - greatest hurdle in developing an effective online operation
- Figure 8.20: Consumers increasingly turn to online sources for health-related information
- Figure 8.21: Use of online forums and communities is beginning to pervade healthcare
- Figure 8.22: Consumers would like to use technology to facilitate the interaction with their
- physicians
- Figure 8.23: Consumers show interest in using disease management and compliance tools
- Figure 9.24: Constituent satisfaction tops agencies' goals for eGovernment
- Figure 9.25: Publishing static information is the most commonly used eGovernment function
- Figure 9.26: Total US state & local eGovernment spending by level of government, 2006-2011
- Figure 9.27: Total European state & local eGovernment spending by country, 2006-2011
List of Tables
- Table 4.1: Content management software sales by vertical ($m)
- Table 7.2: UK online spending by sector 2000-2010 (m)