Integrated Digital Marketing in Practice

This chapter considers the mechanics of how customers and suppliers interact online to deliver a high-quality experience for the customer and an efficient sales operation for the supplier. It connects principally with Chapter 4, where we considered customer interests and priorities, one of which was for close communication. It also links to the customer service elements of Chapter 3 and the analytics that are used to track and provide information on these interactions as discussed in Chapter 2. We will explore the ‘bigger picture’ of the processes for customer relationships and how these develop and progress over time. We will also consider the detail of individual transactions and how these can be identified and improved to create a ‘frictionless’ experience for customers.