This article explores the customer journey in e-business, focusing on the strategies used by ASOS and Ryanair. It discusses how these companies achieve customer satisfaction and provide a seamless online experience. The article also highlights the differences between a fashion retailer and an airline in terms of customer satisfaction strategies.
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E-BUSINESS MANAGEMENT1 The E-Business Customer Journey Student Name Institution Course Date
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E-BUSINESS MANAGEMENT2 Table of Contents 1.0 Introduction3 2.0Research and Analysis of Evidence4 2.1 ASOS Fashions Retailer4 2.2 Ryanair Airlines……………………………………………………………………… 5 3.0 Evaluation and Conclusion …………………………….…………………………………6 4.0 Conclusion………………………………………………………………………………….8 50 References…………………………………………………………………………………..9
E-BUSINESS MANAGEMENT3 E-Business Customer Experience 1.0Introduction The businesses which operate online have minimal contact with their customers. Therefore, they use various techniques to achieve customer satisfaction from the commodity search phase to the post service engagement phase (Laudon and Traver, 2016). My companies of choice are the ASOS and the Ryanair company. ASOS, whose initials mean; As Seen On Screen, is a British fashion and cosmetic retailer. It was founded in London in 2000 (McCormick and Livett, 2012, p 21). Its primary customers were adults. It operates online, and it is known to conduct shipping to 200 countries of around 850 fashion brands from its fulfillment centers situated in UK, Europe and the United States (Wixom et al., 2008, p 112). Ryanair, on the other hand, is a low-cost Irish airline which was founded in 1984. Its headquarters are in Dublin, Ireland. It is reported that in the year 2016 it carried more international travelers than any other airline. It operates with at least 400 Boeing-737-800 planes. The airline company has undergone rapid expansion thanks to the deregulation of the aviation sector in Europe. Its route network serves 37 countries in North Africa, Europe, and the Middle East. I choose the two companies because one is a service rendering while the other one is a fashion products retailer. There are some distinct differences in their customer satisfaction strategies. Both of them operate worldwide and hence target customers from diverse locations around the globe.
E-BUSINESS MANAGEMENT4 2.0 Research and Analysis of Evidence 2.1 ASOS Fashions Retailer ASOS company offers global retails across womenswear, footwear, menswear and beauty accessories. In its website, there are a wide variety of products where consumers can find the ones that match the current trends or the ones that emulate common celebrity styles. One of the essential sectors in an e-commerce business is product marketing. The first step in marketing a commodity is winning the attention of the target consumers. It also forms the first phase of the
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E-BUSINESS MANAGEMENT5 customer journey. The main aim of the formation of the company is dealing with the wear for young adults. They later introduced categories such as beauty accessories, male’s fashion as well as the female fashion for the customers to choose from. For the survival of a company, it has to have some strategies that will place them at an advantageous spot in the fiercely competitive market (Huang and Benyoucef, 2013, p 250). The IT strategy is at the heart of its innovations as the online and mobile channels are some of the key revenue sources to the company. There are frequent changes done to their sites to incorporate the incoming trends and making sure that it is tailored for the needs of the customers. For example, there is a section where the customer can give feedback on the product right after receiving it (Ruane and Wallace, 2013, p 330). The company also reviews its key suppliers to make sure that the commodities they obtain are of good quality and the product specifications given are true so as to maintain their trust with the consumers. After ordering the goods then the next phase is delivery (McCormick and Livett, 2012, p 40) ASOS has a global delivery service where they ship merchandise to the customers from all the five continents. To know exactly what the customers want it is good to know them. ASOS has tailored its sites in various languages and also display the commodities with the selected currency. Nowadays in addition to the product photos, ASOS also use cat-walk clips that facilitate a better customer experience (Magrath and McCormick, 2013, p 130) The website is structured in a way that it is simple and easy to use. 2.2 Ryanair Airlines
E-BUSINESS MANAGEMENT6 Ryanair’s website was launched in the year 2000. It offered the customers of the company with a new channel to buy plane tickets (Bachis and Piga, 2011, p 660). However, it was faulty as the booking experience from the customer’s perspective was generally poor. It was difficult to navigate. The process was full of advertisements and took at least 17 clicks to book a flight successfully. There were also booking barriers, and the terms and conditions were mostly hidden (Smith, Binns and Tushman, 2010, p 645). This made the customers unhappy and threatened their loyalty to the online brand. The company had to update the website to design one that was smoother and friendlier. All the adverts and captcha codes were removed and eventually only five clicks were required to book a flight. Live chat was provided in the key areas where customers could request for help whenever they need it. The website had also been
E-BUSINESS MANAGEMENT7 prone to automatic redirects that inconvenienced the customers attempting to book flights during the busy periods of the year (Guritno and Siringoringo, 2013, p 214). Technology advances fast and to conform to these changes have to be made in the operations systems. The Ryanair company launched a mobile app so as to serve the interests of the smartphone users who want to book flights quickly and also streamline interactions in the website (Njoya and Niemeier, 2011, p 60). It was remarkably fast and provided a better customer experience. It also acts as a permanent record where the whole process of customer journey from the booking phase to the moment they alight the plane. The Ryanair company also recognizes the different types of customers that it has to deal with and so the application is available in different languages. The Ryanair airlines are known for their low travel fares which differentiate them from the competitors (Malighetti, Paleari, and Redondi, 2009, p 200). 3.0 Evaluation and Conclusion ASOS company offers goods commodities while Ryanair company sells its services to the customers. They have different techniques for survival. The fashion market involved with many changes (Keen and Williams, 2013, p 645). The company has to look for the new trends which are trending in the market. They also segment their products along with the needs of the customers. For example, there are 20-somethings, 30-somethings, 40-somethings and 50- somethings segments. Each segment is defined by who they are, what they do and how they feel. For example, the 20-somethings segment entails young adults of between 16 and 34 years old and are in search of a new fashion trend fit for their budget (Wei, 2016, p 120). They are known to be price sensitive and influenced by the media and peers. Ryanair company, on the other hand, gains its competitive advantage from giving their products at a lower price. The flight service,
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E-BUSINESS MANAGEMENT8 unlike fashion, does not involve many changes and they only need to continually offer quality services so as to maintain customer loyalty (Graham, 2016, p 115) The activities involved in the ASOS web start from the first step in selecting the commodity from the various categories, checking for its details, booking the chosen product, confirming receiving it and finally giving the customer feedback. This makes the website very complex so as to accommodate the wide variety of commodities and also placing them in a way that the customers can access them (Hyseni, Brown and Gannon, 2015, p 220). The web design is also flexible so that it can allow for frequent changes caused by the changing needs of the customers as well as the arrival of new commodities. The website of Ryanair is not much complex as the activities involved includes booking, processing payment, notifications of the flight and alighting hours and customer feedbacks. These process rarely undergo changes, and the restructuring of the website is done to improve the customer experience. Both companies apply all the available means to make sure that the customer website is tailored to their customer’s needs. The website of the Ryanair company involves many customers and in the past high usage would result in many unwanted redirects that delayed the booking process (Wit and Zuidberg, 2012, p 20). The customers were disappointed with this and in response, they conducted a mass overhaul where the whole website was reconstructed to facilitate faster booking and reducing the clicks. ASOS company, on the other hand, constructed a website which gives the customers the most product information possible. The images can be zoomed and rotated so that they can view the products at different angles. ASOS also has a blog where the customers can add their comments as well as opinions in the open online conversations. They also offer free product shipping and return worldwide so that the customers get the commodity at the same price regardless of their location in the globe.
E-BUSINESS MANAGEMENT9 Both companies have a review platform. This is where the customers who have had an experience of the good or service can rate the product and give short remarks about the experience. It is from these areas that they are able to improve efficiency in their operations. The customers are also able to create personal accounts on the website. These accounts enable them to access commodities easily in the future. The company can also get in touch with the customers so that they can send them notifications or even communicate any new products that they may be interested in. 4.0 Conclusion The sole purpose of a business is to meet the needs of the customer. In online businesses, companies can only interact with their customers online. They have their websites where they conduct all transactions. They ensure that the website is easy to use for the customers to avoid any inconveniences. Innovative ideas are also put in place to guarantee the best possible customer experience. ASOS and Ryanair companies are good examples of successful online- operating firms. Their website is structured in a way that all the needs of the consumers are met. However, in the rapidly changing world the business sector changes as well and therefore there needs to be time to time changes in the way that they render their online service so as to guarantee sustainability in the fiercely competitive market.
E-BUSINESS MANAGEMENT10 5.0 References Asosplc.com. (2019). [online] Available at: https://www.asosplc.com/~/media/Files/A/ASOS/results-archive/pdf/annual-report-2013.pdf [Accessed 27 Mar. 2019]. Bachis, E. and Piga, C.A., 2011. Low-cost airlines and online price dispersion. International Journal of Industrial Organization, 29(6), pp.655-667. de Wit, J.G. and Zuidberg, J., 2012. The growth limits of the low cost carrier model. Journal of Air Transport Management, 21, pp.17-23. Google.com. (2019). [online] Available at: https://www.google.com/url? sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=2ahUKEwjawuD44qHhAh UD2eAKHT5nBtcQFjAAegQIAhAB&url=https%3A%2F%2Fwww.flightglobal.com%2Fnews %2Farticles%2Finteriors-ryanairs-passenger-experience-journey-
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E-BUSINESS MANAGEMENT11 423188%2F&usg=AOvVaw1scF5Fwf_TlYGw2hilLbcn&cshid=1553671082176625 [Accessed 27 Mar. 2019]. Graham, A., 2016. Airport strategies to gain competitive advantage. In Airport Competition (pp. 109-122). Guritno, S. and Siringoringo, H., 2013. Perceived usefulness, ease of use, and attitude towards online shopping usefulness towards online airlines ticket purchase. Procedia-Social and Behavioral Sciences, 81, pp.212-216. Huang, Z. and Benyoucef, M., 2013. From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), pp.246-259. Hyseni, H., Brown, C. and Gannon, M., 2015, July. Shopping and socialising: online journey to product evaluation and purchase in fashion retail. InECSM2015-Proceedings of the 2nd European Conference on Social Media 2015: ECSM 2015, Academic Conferences(p. 207). Keen, P. and Williams, R., 2013. Value architectures for digital business: beyond the business model. Mis Quarterly, 37(2), pp.643-647. Laudon, K.C. and Traver, C.G., 2016.E-commerce: business, technology, society. Magrath, V. and McCormick, H., 2013. Marketing design elements of mobile fashion retail apps.Journal of Fashion Marketing and Management: An International Journal,17(1), pp.115- 134. Malighetti, P., Paleari, S. and Redondi, R., 2009. Pricing strategies of low-cost airlines: The Ryanair case study. Journal of Air Transport Management, 15(4), pp.195-203.
E-BUSINESS MANAGEMENT12 McCormick, H. and Livett, C., 2012. Analysing the influence of the presentation of fashion garments on young consumers’ online behaviour. Journal of Fashion Marketing and Management: An International Journal, 16(1), pp.21-41 McCormick, H. and Livett, C., 2012. Analysing the influence of the presentation of fashion garments on young consumers’ online behaviour.Journal of Fashion Marketing and Management: An International Journal,16(1), pp.21-41. Njoya, E.T. and Niemeier, H.M., 2011. Do dedicated low-cost passenger terminals create competitive advantages for airports?.Research in Transportation Business & Management,1(1), pp.55-61. Ruane, L. and Wallace, E., 2013. Generation Y females online: insights from brand narratives.Qualitative Market Research: An International Journal,16(3), pp.315-335. Smith, W.K., Binns, A. and Tushman, M.L., 2010. Complex business models: Managing strategic paradoxes simultaneously. Long range planning, 43(2-3), pp.448-461. Wei, L., 2016. Decision-making Behaviours toward Online Shopping. International Journal of Marketing Studies, 8(3), pp.111-121. Wixom, B.H., Watson, H.J., Reynolds, A.M. and Hoffer, J.A., 2008. Continental airlines continues to soar with business intelligence. Information Systems Management, 25(2), pp.102- 112.