Y
 


 


 
    

  
  
‡ Adnan Mukhtar Gondal
‡ Naveed Ahmed
‡ Saad Nawaz
‡ Ummad Ejaz
‡ Mohib ur Rehman
‡ M. Hamza Mengal
‡ M. Siraj Khalid
‡ Adnan Mukhtar

 


‡ to provide a better understanding of how the

internet is used as a strategic tool in
electronic customer relationship
management (e-CRM) in the football sector.




 

‡ How can the online environment be

described?
‡ How are the customers served in this online
environment?
Ê  

‡ eCRM ± application of information &

communication technology to increase the
scale & scope of customer services.
‡ Naveed Ahmed
 ë 

‡ CRM technologies can be divided into:

± Operational
± Analytical
± Collaborative
 ë 

‡ Benefits of eCRM:
± Always available
± Take less time to render
± Orders can usually be processed/delivered
quickly
± Customer feedback is immediate.
± Shopping & purchasing is easier and time
effective.
± E-services are generally free or less costly.
‡ Saad Nawaz
K





‡ Two main variables

± Online environment
± Customer services
‡ Online environment
± Page loading speed
‡ Keep graphics simple
‡ Use less animations
‡ Use thumbnails
‡ Provide ³V
V choice
± Business content
‡ Use clear and concise text
‡ Provide contact information
‡ Provide free services
‡ Use simple backgrounds
‡ Create FAQ section
‡ Avoid under construction signs
± Navigation efficiency
‡ Use accurate (no broken) links
‡ Avoid use of frames
‡ Keep navigation consistent
‡ Add an effective search engine
‡ Use site maps
‡ Avoid links that open in new windows
‡ Ummad Ejaz
± Security
‡ Stress the use of security
‡ Protect your copyrights
‡ Generate a confirmation page after completion of
transaction
± Customer focus
‡ Provide various payment alternatives
‡ Use an auto responder
‡ Write the website in English
‡ Customer Services
± Placing orders
± Confirmation of orders

‡ Efficient handling of orders and queries

‡ Mohib ur Rehman
‡ Payment options
± Number of credit cards accepted
± Offline payments

‡ Shipping information
± Shipping and handling information
± Sales tax information
‡ Returns
± Money back guarantee
± Convenient returning information

‡ Interactive services
± E mail
± FAQs
± Live chat function
± Toll free number
‡ Web policy
± Privacy
± Security policy
± Company information
‡ M. Hamza Mengal
O
 

‡ Based on the use of double case study

approach
± Participant observation
± Documentation

‡ Design
± Based on use of case studies
‡ Data collection
± Documentation archival records
± Interviews
± Direct observations
± Participant observations
± Physical artifacts
‡ Sample
± Sites of two football clubs
‡ Manchester united
‡ Liverpool
‡ Data analysis
± Consisted of three concurrent flows of activities
‡ Data reduction
‡ Data display
‡ Conclusion drawing
‡ Siraj Khalid



‡ How can the online environment be

described
± Site of Manchester speed is faster than
Liverpool's
± Both of the websites implement security
protocols
± Simple & concise text is used
± No indication of under construction signs
± Both sites offer well labled and accurate links
‡ How are customers served in this online
environment
± Both offer number of ways for order placing
± Manchester accepts credit cards
‡ Visa
‡ Master
‡ American express
± Liverpool allows customers to pay by different
cards (debit, credit)
± Manchester allows customers to cancel or
refund products online without any charges for
14 days
± Liverpool for 7 days
± Both use email to stay in contact with customers
± Both have clearly described their web policy
§  

‡ Design needs to viewed as a business task

rather than a technical task
‡ Design needs to be appropriate to the needs
of the club and should focus supporting
business goals
‡ Saad Nawaz
]
 



‡ Data collection should include interview with

CRM managers and fans
‡ Study can be extended in different conditions
± Comparative study between American and
European clubs
± Italy and UK clubs
‡ Can be extended between football club sites
that use e-CRM in contrast with those that
don't use e-CRM.
‡ Finally the same study can be conducted on
a large sample of websites.