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Strategies of Customer Relationship Management and E-Commerce

Strategies of Customer Relationship Management and E-Commerce

Strategies of Customer Relationship Management and E-Commerce

            In a world of over six billion souls, the key principle for all kinds of businesses is customer loyalty, without which the establishments would not be in a position to effectively sustain their operations. Today, retaining customers is even more important than it was in the 70’s and before, when the world’s perception of marketing strategies was rather rigid. Nowadays, the client-base is more learned, more influenced by global trends as well as cultures, under an increased amount of duress due to life related struggles of a modern lifestyle, and more specialized in their consumption of products (Jorgen & Johansson, 2005). Added on to the rise of e-commerce, this has led to organizations focusing more on customer retention by means of implementing customer relation management strategies. This paper attempts to analyze the customer relationship management and effective e-commerce strategies, strategies and applications applied by both Walt Disney and Time Warner on their web portals.

            Looking at both websites, Walt Disney and Time Warner have managed to come up with superior means of digital marketing given the high quality imagery used on the portals. As part of their CRM strategy, this is aimed at increasing the company’s visibility amongst the already existing set of clients as well as towards any potential clients. The homepages are full of eye catching movie and series posters with detailed descriptions right below each advertisement. Moreover, they are arranged in a manner intended to grasp the viewer’s attention, which is key to marketing their products. Nonetheless, there is much more to CRM when it comes to e-commerce than meets the eye. In the back lies a whole new concept of data conversion which forms the basis for effective CRM strategies.

Single View


Top of the list and the most conspicuous element of CRM incorporated into the website is the one single view setup. Generally, this refers to the methodical arrangement of products, services, and all other necessary features of a website into a single page for easier access(Bala & Kumar, nd). In both the Walt Disney and Time Warner portals, the single view strategy has been utilized to perfection with the homepage containing all that the clients might deem to be necessary. Moreover, the “Menu” button gives a more detailed selection of options from which the clients can easily access other parts of the website.

            Such accessibility is crucial to CRM as it helps create a friendly interface for the two companies. E-commerce, with specific regards to CRM, is partly about making the client’s experience more beneficial in a way that will make them come back for more. Thus, a user friendly e-commerce website is one of the key tenets of effective CRM. As such, these websites have also made some minor differentialchanges to their interfaces for the purpose of creating a friendlier customer experience including faster web age downloading, very colorfuldesigning, and the use of easy lingual terms. By and large, the idea here is to create a friendly B2C Business to Customer) ecommerce web portal.

Loyalty Programs

Loyalty programs tend to vary in different websites. For some, there is a specific “VIP” button which gives the visitor privileges to various preferential aspects of the portal. In some, a highly complex point calculation model is used for the same purpose. Such strategies are aimed at building a higher sense of customer loyalty amongst the visiting clients. For Time Warner and Warner Bros however, they tend to cultivate loyalty by means of interacting with customers inmore than just the in-store portal. Both websites include highly visual Twitter feeds which also serve as Twitter redirecting apps. This shows that for the entertainmentgiants, retrievingclients is more about keeping iv touch with them on all possibleplatformsthan it is about loyalty programs.As a matter of fact, Warner Bros goes ahead to include a YouTube link which adds on another layer of possible interactions between the business and client. Such deep engagementbetween a business and its clients is key to the management of customer relations.

            Also, these two brands do more than just interacting with clients via their Twitter apps. So as to strengthen their retention program, Warner Bros and TimeWarner incentivize on their Twitter communications by tracking customer comments and utilizing all the data collected from this platform to better their products. 


Bala, M., &Kumar, S. (nd). E-Commerce and customer relationship management. Journal of Business and Management, 1(12), 76-79.

Jorgen, S., & Johansson, J. (2005). CRM in e-Business.

Lazar, M. (2017, 07 20). Ecommerce CRM Software. Retrieved 3 21, 2018, from ibm: https://www.ibm.com/developerworks/community/blogs/d27b1c65-986e-4a4f-a491-5e8eb23980be/entry/8_CRM_Strategies_That_Can_Take_Your_E_Commerce_Businesses_To_The_Next_Level?lang=en

Regins, E., & Alan, G. (2003). Customer relationship management and e-business: more than a software solution. Review of Business, 24(1). http://www.freepatentsonline.com/article/Review-Business/97892562.html.



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