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Essay / Research Paper Abstract
This 4-page paper concerns the topic of e-commerce and customer service (CRM) as it pertains to Netflix.com. The paper examines other companies that have implemented CRM as part of their e-commerce strategy and then makes suggestions as to how Netflix can do the same. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: D0_MTnetfli.rtf
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Unformatted sample text from the term paper:
the limited selection provided by cable/satellite providers pay-per-view listings. A Netflix member pays a certain annual fee, then "rents" DVDs online. Within two days, the user receives the DVD, watches
it, then returns it, all from the comfort of his/her home. The purpose of this paper, however, is to determine how Netflix can
go one or two steps further to inform its customers of its existence and its services, and more importantly, how it should implement CRM techniques into its marketing plan. In
order to examine the CRM aspect, this paper will examine other companies that have successfully integrated CRM into their e-commerce management. The one
main way in which Netflix garners new subscribers is through word-of-mouth, rather than actual advertising or promotion. On the good side, the Internet definitely helps facilitate this type of marketing
because of reach; as almost anyone who has a smattering of e-commerce knowledge knows, the Internet has become a fantastic medium for spreading news. On the downside, Netflix could probably
do a better job in managing customers so word-of-mouth becomes stronger. This, in addition to off-line print ads and promotion, can go a long way toward ensuring that Netflix increases
its base of subscribers for its services. Overall, as the Internet becomes the means of shopping for many consumers, Internet-based companies (as well
as their "clicks-and-mortar" counterparts) need to base success on product performance, competitive cost and an ability to build online customer relationships (Lawrence, 1999). This last one could be considered a
challenge, as it can be tough to build a solid relationship via e-mail and web sites, especially in a society in which face-to-face contact lends more of a personal perspective.
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