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Purchase histories and Sales information
E-customers are the people who buy on-line. Organisations will need to know some of their details before a transaction can be carried out...

Some obvious information that is needed...

  • name and address : so that the goods can be delivered to the e-customer.
  • email address or telephone : the organisation may need to contact the e-customer if problems arise, or they may want to inform them that goods have been despatched.
  • card details : e-customers usually pay for goods using debit or credit cards.
If organisations are going to offer the e-customers the service they want, information needs to be gathered about the customer's likes and dislikes.

In a face-to-face meeting it is often possible to see if the customer enjoys something or not, even if he does not say so. This cannot happen for e-customers so sales information needs to be carefully gathered.

 
The organisation also needs to gather information about e-customers' spending patterns, their interests, and their needs so they can market their goods with the maximum potential.

Statistical analysis of the information gathered will allow the organisation to...

  • offer a personalised service to each customer.
  • persuade customers to spend more.
  • predict market trends.
  • reduce wastage.

A customer will immediately throw out promotional information about goods he is not interested in, so knowledge about a customer's interests or previous purchases allows targeted advertising.