Introduction
Having a cordial customer relationship is the most important ingredient for the success of any business venture (Cakim, 2010). This paper will provide a plan or strategy of how to operate Second Life Customer Relationship Management (CRM) Company in a virtual world. As the director of the company, I will provide a clear framework of how the company can achieve its goals and objective in the most efficient and effective way.
Firstly, all stakeholders of the company need to recognize that managing customers in a virtual world requires professionalism, infrastructure and sound communication mechanisms (Goncalves, 2004). Therefore, the design and mode of communication between the virtual office and the customers should be convenient and reliable. Provision of excellent customer service should be a top priority when it comes to managing customer relationship (Mellahi et al., 2010). For instance, there should be a 24/7 online response for the customers. Any inquiry from the customer should be responded first. If the customers are provided excellent services then the reputation of the company will improve. The company will also offer incentives to regular customers hence maintaining a solid customer base.
Unlike traditional customers, second life customers will be given top priority when it comes to customer needs. Their treatment should be special because they are using a new service for the company. However, this does not mean that traditional customers should be ignored because their input is helpful for the growth of the company. The mode of communication for the virtual customers should be more effective and convenient than the traditional customers. The company should regular review and increase this service to ensure virtual customers get excellent services.
The support for virtual customers as compared to website customers should also be effective and convenient. Normally, website customers have the opportunity of communicating with the website’s support. Therefore, the company should create a mechanism that will allow instant communication with the company’s support team. Just as website customers can scroll down a website to review the company’s product or services, CRM should design a mechanism that allows customers take a virtual tour of the company and sample the company’s services (Knowledge Matters, 2008). Besides that, they have should have a secure virtual payment method that allows them to transact their business effectively. Normally, online companies offer trial services or products to its customers, and this allows them to test the products before full payments are made. Therefore, Second life CRM should copy this idea and develop an effective virtual model that allows customers to try the company’s services and then make full payments later.
It is normal for any business to encounter challenges, but the main objective for the company is to provide immediate and effective solutions for the problems (Holden, 2010). Possible customer security issue that may face the company is loss of confidential customer information due to hacking or system failures. To counter this problem, the company will develop a strong system that can withstand possible hackings from cyber criminals. Moreover, the customer information should be kept in a safe and secure platform hence minimizing the chances of data loss.
Gaining customer confidence may become an ethical challenge for Second Life Company. The customers may be reluctant to accept the company’s business policies, and they may require a proof that the business is legitimate (Peppers and Rogers, 2001). The company will however strive to show that it is an ethical company that values its customers. The company will also ensure equal treatment for its customers and any other stakeholders.
References
Cakim, I. M. (2010). Implementing word of mouth marketing: Online strategies to identify influencers, craft stories, and draw customers. Hoboken, N.J: Wiley.
Goncalves, M. (2004). Managing virtual projects. New York: McGraw-Hill.
Holden, G. (2010). Starting an online business for dummies. Hoboken, N.J: Wiley.
Knowledge Matters, Inc (2008). Virtual business: Personal finance. Florence, MA: Knowledge Matters.
Mellahi, K., Morrell, K., & Wood, G. E. (2010). The ethical business: Challenges and controversies. Houndmills, Basingstoke: Palgrave Macmillan.
Peppers, D., & Rogers, M. (2001). One to one, B2B: Customer development strategies for the business to business world. New York: Currency/Doubleday.
