netrashetty
Netra Shetty
Amkor Technology, Inc. (NASDAQ: AMKR) is a high-tech semiconductor product manufacturer that includes Intel and IBM among its primary customers. Previously headquartered in West Chester, Pennsylvania, United States, Amkor announced on June 3, 2005, that it had moved to Chandler, Arizona.[4] The company has 20,033 employees worldwide and had $1.9 billion in sales in 2004.
With the majority of its factories in China, Japan, Korea, Philippines, Singapore, Taiwan, and the United States, Amkor is a leading player in the semiconductor industry. It packages and tests integrated circuits (ICs) for chip manufacturers. One of Amkor's product developments is its MicroLeadFrame chip carrier (IC package) technology.
Success depends on a lot of things, but when you have information about a particular market segment, a geographic area, or customer preferences, you'll be better prepared to make the decisions that can make or break your business.
Many companies use market research as a guide. Whether you want to expand your business into a new area or introduce a new product, primary and secondary market research can provide valuable insight to help you shape your business and prevent costly missteps.
Secondary Research
If you’re considering extending your business into new markets or adding new services or product lines, start with secondary research. This type of research is based on information gleaned from studies previously performed by government agencies, chambers of commerce, trade associations, and other organizations. This includes Census Bureau information and Nielsen ratings.
Show that many more travel websites are encouraging customers to engage with them via social media and developing apps for use on the move giving customers a much more constant level of exposure to the brand allowing for deeper engagement.
However sites are failing to capitalise on the full potential of social media. By not suggesting site visitors share the ‘product’ they have found, they miss the opportunity for it to be seen by potentially hundreds of people within their social group, which is likely to be much more extensive than just relying on word of mouth.
Why is this important? Over half of respondents to a recent eDigitalResearch travel study said their choice of holiday destination is inspired by friends and family.
The eTravel Benchmark found that sites are beginning to open up communication channels with online users to help inform booking decisions. Many of the top performing sites now offer live help and chat facilities, as well as promoting links to established social media pages, offering advice and strengthening relationships with online users.
Derek Eccleston, Research Director at eDigitalResearch, explains,
‘It is important that travel sites take the steps to communicate with online users through various platforms, especially social media sites such as Twitter, Facebook and Trip Advisor where consumers are already conversing with one another.
Holidays are often the biggest, single expense of the year and our research demonstrates that consumer satisfaction is steadily increasing as travel sites begin to offer various contact methods and provide the service and reassurance that people now expect.’
Hotel agent, Booking.com topped the overall league table for the first time with a consistently strong performance across the entire online customer journey and an overall score of 83.4%. The site offers users a large amount of relevant results from its search function, providing all necessary information required to make a purchase decision.
Overall, holiday camps and self catering were the top performing sector, providing industry best practice for customer service. European holiday site Center Parcs topped the telephone customer service table with a score of 92.3%.
Competitors Butlins, Canvas Holidays and Haven also made it into the top 5 for telephone contact, with Keycamp topping the email customer service league, all helping to finally bring a consistent customer experience.
On average, hotel chain sites were the lowest performing sector, with many sites lacking fundamental website basics, such as FAQ’s and a reliable and responsive phone and email customer service. Budget travel brands also performed poorly across the customer journey.
Methodology:
An eMysteryShopper survey was conducted to compare the customer journey of 51 UK travel websites. The fieldwork was carried out using the eMysteryShopper Panel of internet users during February through to March 2011.
The benchmark measures included:
o First Impressions (Homepage)
o Initial research – navigation
o Search
o Search results
o Booking process
o Customer contact – Telephone
o Customer contact - Email
CRM is “an enterprise approach to understanding and influencing customer behavior through meaningful communications in order to improve customer acquisition, customer retention, customer loyalty and customer profitability” (Mehta, 2003). Furthermore, it is “a set of processes and technologies for managing the relationships with potential and current customers and business partners across marketing, sales and service regardless of the communication channel” (Mehta, 2003).
Greco and Raggins (2003) stressed that intimate customer relationships offer the marketer several advantages. First, the relationship can create a committed customer. More than simply a repeat purchaser, the committed customer has an emotional attachment to the seller. These emotions can include trust, liking and believing in the firm's ability to respond effectively and promptly to a customer problem. Committed customers can be viewed as company assets who are likely to be a source of favorable word-of-mouth referrals and are more resistant to competitors' offers. Second, CRM relationships provide a point of leverage to realize economies of scope. Committed customers are often more receptive to line extensions. Leveraging the customer base can facilitate cross-selling complementary products as well as "selling up" to higher quality substitutes (Greco and Raggins, 2003). Third, in recent years, CRM's potential to contain and reduce costs has been explored. CRM, in concert with other processes, can help reduce churn or turnover in a company's customer base. Better customer management can result in lower sales and service costs, higher buyer retention and, thus, lower customer replacement expenditures (Greco and Raggins, 2003).
According to Bielski (2001), the six indicators that CRM is working within an organisation is when: the organization is aligned around life cycle marketing; the offers are relevant and timely; the company has moved beyond historical data; the company can measure the relationship accurately; customer dismay is turned into customer delight; and the front-line personnel have the same understanding of objectives as your senior executives do.
In IPCL’s case, it markets its petrochemical products throughout India directly to its customers and indirectly through its consignment agent network. They provide technical support to their customers through their product application centre located at Vadodara by conducting trials at customer premises and technical seminars and training courses for industry representatives.
With the majority of its factories in China, Japan, Korea, Philippines, Singapore, Taiwan, and the United States, Amkor is a leading player in the semiconductor industry. It packages and tests integrated circuits (ICs) for chip manufacturers. One of Amkor's product developments is its MicroLeadFrame chip carrier (IC package) technology.
Success depends on a lot of things, but when you have information about a particular market segment, a geographic area, or customer preferences, you'll be better prepared to make the decisions that can make or break your business.
Many companies use market research as a guide. Whether you want to expand your business into a new area or introduce a new product, primary and secondary market research can provide valuable insight to help you shape your business and prevent costly missteps.
Secondary Research
If you’re considering extending your business into new markets or adding new services or product lines, start with secondary research. This type of research is based on information gleaned from studies previously performed by government agencies, chambers of commerce, trade associations, and other organizations. This includes Census Bureau information and Nielsen ratings.
Show that many more travel websites are encouraging customers to engage with them via social media and developing apps for use on the move giving customers a much more constant level of exposure to the brand allowing for deeper engagement.
However sites are failing to capitalise on the full potential of social media. By not suggesting site visitors share the ‘product’ they have found, they miss the opportunity for it to be seen by potentially hundreds of people within their social group, which is likely to be much more extensive than just relying on word of mouth.
Why is this important? Over half of respondents to a recent eDigitalResearch travel study said their choice of holiday destination is inspired by friends and family.
The eTravel Benchmark found that sites are beginning to open up communication channels with online users to help inform booking decisions. Many of the top performing sites now offer live help and chat facilities, as well as promoting links to established social media pages, offering advice and strengthening relationships with online users.
Derek Eccleston, Research Director at eDigitalResearch, explains,
‘It is important that travel sites take the steps to communicate with online users through various platforms, especially social media sites such as Twitter, Facebook and Trip Advisor where consumers are already conversing with one another.
Holidays are often the biggest, single expense of the year and our research demonstrates that consumer satisfaction is steadily increasing as travel sites begin to offer various contact methods and provide the service and reassurance that people now expect.’
Hotel agent, Booking.com topped the overall league table for the first time with a consistently strong performance across the entire online customer journey and an overall score of 83.4%. The site offers users a large amount of relevant results from its search function, providing all necessary information required to make a purchase decision.
Overall, holiday camps and self catering were the top performing sector, providing industry best practice for customer service. European holiday site Center Parcs topped the telephone customer service table with a score of 92.3%.
Competitors Butlins, Canvas Holidays and Haven also made it into the top 5 for telephone contact, with Keycamp topping the email customer service league, all helping to finally bring a consistent customer experience.
On average, hotel chain sites were the lowest performing sector, with many sites lacking fundamental website basics, such as FAQ’s and a reliable and responsive phone and email customer service. Budget travel brands also performed poorly across the customer journey.
Methodology:
An eMysteryShopper survey was conducted to compare the customer journey of 51 UK travel websites. The fieldwork was carried out using the eMysteryShopper Panel of internet users during February through to March 2011.
The benchmark measures included:
o First Impressions (Homepage)
o Initial research – navigation
o Search
o Search results
o Booking process
o Customer contact – Telephone
o Customer contact - Email
CRM is “an enterprise approach to understanding and influencing customer behavior through meaningful communications in order to improve customer acquisition, customer retention, customer loyalty and customer profitability” (Mehta, 2003). Furthermore, it is “a set of processes and technologies for managing the relationships with potential and current customers and business partners across marketing, sales and service regardless of the communication channel” (Mehta, 2003).
Greco and Raggins (2003) stressed that intimate customer relationships offer the marketer several advantages. First, the relationship can create a committed customer. More than simply a repeat purchaser, the committed customer has an emotional attachment to the seller. These emotions can include trust, liking and believing in the firm's ability to respond effectively and promptly to a customer problem. Committed customers can be viewed as company assets who are likely to be a source of favorable word-of-mouth referrals and are more resistant to competitors' offers. Second, CRM relationships provide a point of leverage to realize economies of scope. Committed customers are often more receptive to line extensions. Leveraging the customer base can facilitate cross-selling complementary products as well as "selling up" to higher quality substitutes (Greco and Raggins, 2003). Third, in recent years, CRM's potential to contain and reduce costs has been explored. CRM, in concert with other processes, can help reduce churn or turnover in a company's customer base. Better customer management can result in lower sales and service costs, higher buyer retention and, thus, lower customer replacement expenditures (Greco and Raggins, 2003).
According to Bielski (2001), the six indicators that CRM is working within an organisation is when: the organization is aligned around life cycle marketing; the offers are relevant and timely; the company has moved beyond historical data; the company can measure the relationship accurately; customer dismay is turned into customer delight; and the front-line personnel have the same understanding of objectives as your senior executives do.
In IPCL’s case, it markets its petrochemical products throughout India directly to its customers and indirectly through its consignment agent network. They provide technical support to their customers through their product application centre located at Vadodara by conducting trials at customer premises and technical seminars and training courses for industry representatives.
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