9 April  Customer support, personalisation and persuasion Learning objectives: Using examples, Explain three persuasive techniques (241-5) Contrast the advantages and disadvantages of eService tools. Illustrate proper email business communication (5 Ps given during lecture) Review effective online crm techniques Review permission marketing Elaborate on three benefits of personalisation. Discuss subsets of three approaches to personalisation (298-322). Activities: Sit test 1 from 5-6:15pm (all readings and objectives from weeks 1-5); discuss eService, crm and permission marketing Other readings: Hanson: 7 (pp 227-47), 9 (2003) The Bandwagon Effect: Swiss Hotels' Website and E-Mail Management, Cornell Hotel and Restaurant Administration Quarterly, 44(1), February, 71-87 (.pdf). (2002) Permission E-mail Marketing as a Means of Targeted Promotion, Cornell Hotel and Restaurant Administration Quarterly, 43(1) February, 61-9 (.pdf). (17 Feb 2004) Targeted Email Newsletters Show Continued Strength, useit.com (13 Dec 2000) Marketers turn to a simple tool: e-mail, NY Times

Discussion and reflection: Why would permission marketing work or not work? What eService tools exist and how should they be used? When, if at all, does crm work? How should businesses answer email? How can websites lower costs? How can websites enhance quality? Why is customer lifetime value valuable? Fun readings: (5 Mar 2008) The botnets behind our spam, New Zealand Herald Australia's Spam Act (1999). Permission Marketing. New York, Simon & Schuster (ch 1-2) (2001) A Comprehensive Analysis of Permission Marketing. Journal of Computer-Mediated Communication, 6 (Winter) 2. (2002) Getting Permission: Exploring Factors Affecting Permission Marketing, Journal of Interactive Marketing, 16(4), Autumn: 28-36. (19 Feb 2001) Online companies' customer service is hardly a priority, NY Times (2000, Aug 21) Marketers turn to e-mail experts, NY Times Lecture Sites: My Yahoo! Idea Virus (viral marketing) Games Magnet (games and viral marketing) Proctor and Gamble's reflect.com Spam Assassin tests Coalition Against Unsolicited Email