In order to have a successful Internet business, companies must develop a business strategy that outlines customer experience as well as core products and/or services. .
Strategy on the Web.
The World Wide Web has become an important tool for companies to sell a variety of products and services to consumers. The primary objective of most Internet companies is to complete a purchase transaction. However, the World Wide Web can offer more to consumers by providing a unique customer experience. This experience will bring them back to shop time and time again.
Identifying and building the quality of the customer experience process is the single most important element in the development of an Internet strategic plan. According to an article published in the May-June 2003 issue of Journal of Business Strategy, Steve King writes: "More than the quality of your products or services, the quality of this process is the single most important measure that your customers will use when deciding whether to purchase, repurchase, or recommend you to others." (p8).
King also states in his article that successful Internet retailers have one thing in common: they are connected with their customers and have built a values-based relationship with their customers that resonate on an emotional level. He believes that humans have a simple hierarchy of needs that must be met. At the top are the human needs for significance, self-worth, and belonging. He says deep needs that are actually fulfilled lead to addictions. Those companies that can facilitate customer addiction through customer service are the ones that are successful. .
The article explains the importance of building a Web strategy that is focused on selling customer process and not products. King ascertains that there are no products currently in the market that can not be bought somewhere else. The battle on the Web is going to be won in customers" hearts, not their minds, or their wallets.
