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How to integrate the trinome theory at every level of your organization ?

One approach could consist of examining each of your company's existing services, and deciding how agents or sub-contracting could improve its efficiency. But don't forget that Internet gives a lot of power to the customer. Several studies carried out by the Anderson consultancy - and by the Economist Intelligence Unit- show that customer relations management will increasingly influence company organisation policy. Whilst at present only 18% of American companies have a customer-biased policy, forecasts show that this will increase to 50% by 2002. This phenomenon is linked to a growing demand for increasingly personalised service by the consumer, and an intensification of competition, which forces companies to give increasing power to employees with customer contact. The company must therefore develop in the context of customer relations management, as must the trinomial production model of agents/sub-contracting/internal production.

You should inverse the organisation of your company. For example, we propose a breakdown of the electronic company's process into fourteen stages to you. In this context, the product becomes less important, as it is only one of the elements which result in customer satisfaction. For each of these steps, you should decide how to incorporate agents, sub-contracting and internal production, in order to obtain an optimum level of quality, productivity and speed. The specific example of managing referencing by triproduction will give you a better idea of the way in which you can put the trinomial idea into practice for the other stages.

1. Analysing the demand and creating the service

Before launching an electronic commercial service, you need to analyse the demand and adapt your service to the results. In the virtual economy, the process of demand analysis is becoming continuous. It is less a case of carrying out an initial market survey than of learning how to collect information continuously about your customers, of learning how to listen better to them, in order to obtain a more accurate picture of their needs and adapt your service in real time. But as the effort of gathering this data will cost you time and money, you must also learn to evaluate your customers. At the base of your customer data base, you must learn to distinguish which of them are the most viable and which have the greatest potential for growth, in order to adapt your company's service to their needs. You will still have the other customers, but you don't give them the same attention. Finally, as the online business market is still immature, you should also incorporate a forecast element in the service, to anticipate the future needs of your customers.



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If you enjoyed this site, we obviously share values: we have written it in 1999 !

We haven't updated it online as the vision still is more and more relevant: the more the internet matures, the closer it gets to our vision.

We still believe in innovation, creativity, rigour and results control.

Contact us if you need webmarketing services:

Raphael Richard, founder

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