A study on VRM-awareness enterprise websites

摘要

Enterprise websites nowadays have become one of the most important conversation channels between the enterprise and its existing/potential customers (visitors). We envision that novel ways of managing visitor relationships will bring about loyalty from the existing customers and stimulate the interests in the enterprise from the potential customers. This paper is the first attempt to apply the traditional concept of CRM for managing visitor relationships, that is, visitor relationship management (VRM). In other words, visitors are differentiated by means of their different values and served with different relationship strengthening practices in accordance with the varying understanding of the visitors. This paper presents a methodology to understand visitors, to compute the values of those visitors, and to differentiate the services required for each of those visitors. In other words, to generate differentiated experience space for the visitors in the environment of an enterprise website. This methodology is a combination of dynamic web page contents, dynamic web page navigation, and dynamic web page portal, which are based on the techniques of information retrieval, (IR) clustering, and a novel valuing mechanism. This would enable an effective marketing campaign on behalf of the enterprise by separating the loyal visitors from the disloyal ones.