Jordi Aymerich Martinez Professor of Marketing at the University of Barcelona IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories Traditionally it has been detrimental for a business not to be sufficiently responsible with the treatment of the client, not to treat him with courtesy, with sympathy, even with education, on many occasions. Now it is no longer harmful, now it is lethal. Buying through the Internet is faster and, at times, easier and cheaper, and as the consumer is losing his fear of monetary transactions and payment via the Internet, the network is gaining followers. The options on the Internet are growing, and each new birth (of a business on the Internet) exponentially increases the range of possibilities for the buyer.

It is true Rwanda Email List online commerce is more promiscuous. If the consumer buys in a virtual establishment and does not like it for any reason (it is difficult for him to find the products, the web has poor functionality, it is slow, he does not like the design, it does not seem safe and also more intangible such as brand awareness what is behind it, the image it has, the confidence it generates, a long list of reasons) in a click changes store. The “location, location, location” has another weight as a reason for buying on the Internet, because we are talking about another location, here we are talking about SEO and SEM and some other elements that affect the location of the web on the internet. But this promiscuity is something empowered in the buyer thanks to the internet and as a consequence of the moment we are living. We have already heard many times about the liquid society, which believes that nothing is forever and that any aspect of our lives can be changed at any time and very quickly. ‘If I don’t like it, I’m going because I have more options and I do it at the moment.’ And this effect is transferred to traditional commerce, ‘if they don’t treat me with due attention, I will go, change stores or buy it online. It’s colder but I don’t have to put up with physical robots lacking in education and feeling. ‘ And let’s not talk about having a positive shopping experience, in the most holistic sense of this experience, this is science fiction for some businesses.

The customer likes to buy, or rather, to go shopping but this myopia and lack of concern for customer treatment is going to desert some malls and shopping areas of the city. It is not enough for us to be multichannel and sell on the internet because the point of sale (purchase) generates a brand image.Why in the middle of 2012, in the midst of a crisis, merchants / retailers do not realize the importance of customer service? And this applies to any product, for the supermarket retailer, for the clothing store, for perfumery, for the bank office, …Because in the majority of studies that are carried out or circulated in the market, the importance that consumers give to “customer service” has been the same for some years, since before the 2006, 2007 crisis and up to the present day. . But the real crux of the matter is that this treatment of the client does not gain in importance in itself (which it does so minimally) or in isolation, but rather it is a more complex client treatment endowed with greater meaning. And those “new” components associated with “customer service” are the ones that have changed. According to a study by the Hamilton Retail consultancy based on 800 surveys of customers of stores located in shopping centers in Madrid, before the crisis the consumer understood the treatment received as a customer as: The attention received in the different stores in the center and the Service itself customer service center, usually the information service.

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