Microsoft CRM or Siebel

 by: Andrew Karasev

Siebel is traditional CRM market leader, however and mostly due to recession 200-2003, Siebel lost sizable portion of CRM market to new tiger, such as Microsoft CRM. Microsoft CRM s recent (2001) CRM answer from Microsoft and attempt top get market share from traditional vendors: Siebel, Oracle, Onyx. Now it is targeted to the whole spectrum of horizontal and vertical market clientele. It is tightly integrated with other Microsoft Business Solutions products such as Microsoft Great Plains, Solomon, Navision (the last two in progress).

We would like to give you Microsoft CRM selection advise, based on our MS CRM consulting practice, going back to its inception in 1999. This article is written in FAQ style for beginner level

1. What is your industry how strange it may look close to 40% of our clients or so-called orphan clients who needs help with Microsoft CRM customization are freight forwarding, transportation companies, who needs either improvement in Exchange-CRM connector or MS CRM integration with their freight forwarding system, where they would like to see on the fly resent shipment info. And also to mention freight forwarding companies are usually large (more than 50 CRM users)

2. How comfortable you are with Microsoft technology in-house support The old-days idea of Apple computer was to make computer absolutely intuitive and working for housewife. Now we know that this is not realized so far. If you compare MS CRM with Siebel you will see that MS CRM requires y0u to have Microsoft Certified people in staff. Everyone knows that Microsoft is so innovative that each product requires daily service packs and patches

3. Do you have Great Plains, Solomon or Navision CRM is usually integrated with ERP system and if you are looking at MS CRM you should benefit if you have ERP from Microsoft Business Solutions (Great Plains, Solomon, Navision, Axapta or Small Business Manager - SBM)

4. Operating System Philosophy - Microsoft likes clients who have no UNIX/LINUX/IBM/Apple etc inclination and staked on Microsoft Windows 2003/2000/XP/Longhorn, preferably staying on Intel platform (No AMD Athlon 64)

Have fun in selection and decision. We are here to help you: 1-866-528-0577

About The Author Andrew Karasev is Chief Technology Officer in Alba Spectrum Technologies USA nationwide Microsoft CRM, Microsoft Great Plains customization company, with offices in Chicago, Phoenix, Los Angeles. San Francisco, San Diego, New York, Atlanta, Denver, Miami, Toronto, Montreal, Madrid, Moscow (www.albaspectrum.com), he is Dexterity, SQL, C#.Net, Crystal Reports and Microsoft CRM SDK developer. akarasev@albaspectrum.com

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Microsoft CRM Implementation & Remote Support overview for V.P. IT

Microsoft CRM Implementation & Remote Support overview for V.P. IT

 by: Andrew Karasev

Microsoft CRM is now on the scene and it is increasing its market share, due to the Microsoft Business Solutions muscles and marketing strategy. It is tightly integrated with other Microsoft Business Solutions products such as Microsoft Great Plains, Solomon, Navision. Being relatively inexpensive in comparison to competitors, like Siebel, Oracle - Microsoft CRM opens you the door for worldwide operations automation.

We would like to give you pluses and minuses of Microsoft CRM.

1. Web and MS Outlook based client - this means that you don't need additional installations or training - everyone is using Outlook if you are on Windows XP/2000/2003

2. SQL Server database - just to mention

3. Integration with Microsoft Exchange 2003/2000 - this means that replies to CRM originated emails will be captured and store in CRM as activities for the Contact, Account or Lead.

4. Remote Support - I would say - this would be in the nature of MS CRM - you host it's database in your headquarter and users will connect to it worldwide via Internet Explorer

5. Integration with other MBS products - currently it has integration interface with Microsoft Great Plains

6. Microsoft technologies dependence - yes, this is true and maybe considered as minus, it doesn't work with Netscape or Mozilla browser.

7. New Product - it is relatively new on the market and may not have industry specific features yet

Also if you are considering some customization scenarios, we would suggest you to review the options below:

1. Microsoft CRM SDK this is software development kit with C# and partly VB.net code samples it is supported by Microsoft Business Solutions technical support. It is based on web service calls, if you are C# .NET developer you are excellently positioned to do this type of customizations. This is the preferred modification scenario and this should be easily upgradeable customization. VB.Net examples will be available soon.

2. Legacy SQL Data integration. This is also easy and safe. If you have SQL database, sitting on the same or linked SQL Server you can create ASPX .Net application and simply integrate it into CRM. You can place it on the navigation bar or menu in isv.config please refer to MS CRM SDK

3. Legacy ASP integration this is somewhat more sophisticated. You have to deploy HTTP handler to be a middle party between CRM which is .Net based and ASP which is legacy IIS. The trick is you have to have INI file with security settings to penetrate into MS CRM with proper credentials, calling web service.

4. Microsoft Exchange Programming. Microsoft CRM has Exchange connector which moves CRM incoming email to MS if it has GUID in its subject. You can alter this logic (for instance - move email to CRM if it doesnt have GUID but it is from the sender who is contact or account in MS CRM). Refer to MS Exchange SDK onsyncsave event handling. Then simply apply some MS CRM SDK programming - you need some COM+ objects creation and VB programming experience.

5. Direct SQL touch in #4 above I described you the scenario with MS Exchange handlers this would be ideal world if MS CRM SDK does the job. But in real world this is not always true you have to do direct flags correction in CRM database (like making Activity closed, moving email attachments/octet streams, etc). This is not supported by MBS technical support but you can rescue to this technique if you have to get job done.

6. MS CRM Customization tool this is rather end-user tool and we dont describe it here read the manual. Weve described above the options to use when this tool doesnt do the job

7. Crystal Reports - feel free to create Crystal report - tables and views structure is self explanatory. Try to avoid the temptation to create your own SQL view or stored procedure in MS CRM database, instead - create custom database and place your view and stored proc in it.

Happy selection, implementation and modification! If you want us to do the job - give us a call 1-866-528-0577! help@albaspectrum.com

Andrew Karasev is Chief Technology Officer in Alba Spectrum Technologies USA nationwide Microsoft CRM, Microsoft Great Plains customization company, based in Chicago, Boston, San Francisco, San Diego, Los Angeles, Houston, Dallas, Atlanta, and Miami and having locations in multiple states and internationally (www.albaspectrum.com), he is Dexterity, SQL, VB/C#.Net, Crystal Reports and Microsoft CRM SDK developer. akarasev@albaspectrum.com

 

Microsoft CRM Development: SDK, C#, SQL, Exchange, Integration, Crystal Reports overview for programmer

Microsoft CRM Development: SDK, C#, SQL, Exchange, Integration, Crystal Reports overview for programmer

 by: Andrew Karasev

Microsoft CRM is new player on the CRM software market. The whole conception behind CRM seems to be different. In case of traditional CRM software (Siebel, Oracle) - the application was designed with platform independence in mind. Microsoft CRM is dedicated to Microsoft technology and so deploys all the Microsoft tools: Windows Active Directory, Microsoft Exchange 2003/2000, SQL Server, Crystal Reports Enterprise, Biztalk server, Microsoft Outlook, Internet Explorer, Microsoft Great Plains as backend, etc.

If you are software developer, database administrator or web designer who is asked: how do we customize Microsoft CRM we are giving you directions in this article.

1. Microsoft CRM SDK this is software development kit with C# and partly VB.net code samples it is supported by Microsoft Business Solutions technical support. It is based on web service calls, if you are C# .NET developer you are excellently positioned to do this type of customizations. This is the preferred modification scenario and this should be easily upgradeable customization. VB.Net examples will be available soon.

2. Legacy SQL Data integration. This is also easy and safe. If you have SQL database, sitting on the same or linked SQL Server you can create ASPX .Net application and simply integrate it into CRM. You can place it on the navigation bar or menu in isv.config please refer to MS CRM SDK

3. Legacy ASP integration this is somewhat more sophisticated. You have to deploy HTTP handler to be a middle party between CRM which is .Net based and ASP which is legacy IIS. The trick is you have to have INI file with security settings to penetrate into MS CRM with proper credentials, calling web service.

4. Microsoft Exchange Programming. Microsoft CRM has Exchange connector which moves CRM incoming email to MS if it has GUID in its subject. You can alter this logic (for instance - move email to CRM if it doesnt have GUID but it is from the sender who is contact or account in MS CRM). Refer to MS Exchange SDK onsyncsave event handling. Then simply apply some MS CRM SDK programming - you need some COM+ objects creation and VB programming experience.

5. Direct SQL touch in #4 above I described you the scenario with MS Exchange handlers this would be ideal world if MS CRM SDK does the job. But in real world this is not always true you have to do direct flags correction in CRM database (like making Activity closed, moving email attachments/octet streams, etc). This is not supported by MBS technical support but you can rescue to this technique if you have to get job done.

6. MS CRM Customization tool this is rather end-user tool and we dont describe it here read the manual. Weve described above the options to use when this tool doesnt do the job

7. Crystal Reports - feel free to create Crystal report - tables and views structure is self explanatory. Try to avoid the temptation to create your own SQL view or stored procedure in MS CRM database, instead - create custom database and place your view and stored proc in it.

Happy customizing, modifying and developing! If you want us to do the job - give us a call 1-866-528-0577! help@albaspectrum.com

Andrew Karasev is Chief Technology Officer in Alba Spectrum Technologies USA nationwide Microsoft CRM, Microsoft Great Plains customization company, based in Chicago, Boston, San Francisco, Los Angeles, Houston, Atlanta, and Miami and having locations in multiple states and internationally (www.albaspectrum.com), he is Dexterity, SQL, VB/C#.Net, Crystal Reports and Microsoft CRM SDK developer. akarasev@albaspectrum.com

Microsoft CRM Selection

Microsoft CRM Selection

 by: Andrew Karasev

Microsoft CRM is recent (2001) CRM answer from Microsoft and attempt top get market share from traditional vendors: Siebel, Oracle, Onyx. Now it is targeted to the whole spectrum of horizontal and vertical market clientele. It is tightly integrated with other Microsoft Business Solutions products such as Microsoft Great Plains, Solomon, Navision (the last two in progress).

We would like you to give you Microsoft CRM selection advise, based on our MS CRM consulting practice, going back to its inception in 1999. This article is written in FAQ style for beginner level

1. What is your industry how strange it may look close to 40% of our clients or so-called orphan clients who needs help with Microsoft CRM customization are freight forwarding, transportation companies, who needs either improvement in Exchange-CRM connector or MS CRM integration with their freight forwarding system, where they would like to see on the fly resent shipment info. And also to mention freight forwarding companies are usually large (more than 50 CRM users)

2. How comfortable you are with Microsoft technology in-house support The old-days idea of Apple computer was to make computer absolutely intuitive and working for housewife. Now we know that this is not realized so far. If you compare MS CRM with Siebel you will see that MS CRM requires y0u to have Microsoft Certified people in staff. Everyone knows that Microsoft is so innovative that each product requires daily service packs and patches

3. Do you have Great Plains, Solomon or Navision CRM is usually integrated with ERP system and if you are looking at MS CRM you should benefit if you have ERP from Microsoft Business Solutions (Great Plains, Solomon, Navision, Axapta or Small Business Manager - SBM)

4. Operating System Philosophy - Microsoft likes clients who have no UNIX/LINUX/IBM/Apple etc inclination and staked on Microsoft Windows 2003/2000/XP/Longhorn, preferably staying on Intel platform (No AMD Athlon 64)

Have fun in selection and decision. We are here to help you: 1-866-528-0577

Andrew Karasev is Chief Technology Officer in Alba Spectrum Technologies USA nationwide Microsoft CRM, Microsoft Great Plains customization company, based in Chicago, Arizona, Colorado, California, Texas, New York, Georgia and Florida and having locations in multiple states and internationally (www.albaspectrum.com), he is Dexterity, SQL, C#.Net, Crystal Reports and Microsoft CRM SDK developer. akarasev@albaspectrum.com

IT Department Skills to Support Microsoft Great Plains and Microsoft CRM

IT Department Skills to Support Microsoft Great Plains and Microsoft CRM

 by: Andrew Karasev

Microsoft Great Plains as ERP and Microsoft CRM as Client Relation Management system is very robust combination and could serve midsize to large corporation as Business System. Being VP IT or IT Director you need to foresee the positions to have in your IT department to do internal MS Great Plains and MS CRM support.

Let us give you the directions, based on our research and consulting practice.

1. Microsoft SQL Server Specialist we specially do not name this position as MS SQL DBA, because both Great Plains and MS CRM are not very complex from the database administration side, they do not use indexes optimization, referential integrity, probably do not require complex transaction log backup/recovery scenarios. On the other hand this position requires Great Plains and Microsoft CRM tables structure analysis and some primary Great Plains data fixing skills via SQL queries, described in MBS Customer source techknowledge database. The best candidate should have some accounting background - to be able to address ongoing issues to MBS technical support.

2. Network Administrator with good Microsoft Exchange and Active Directory skills. Microsoft CRM uses all the newest Microsoft technologies, and Exchange is a workhorse here. In order to install and upgrade MS CRM this guy needs to understand the under-laying Microsoft technology. In the best case - she/he should know Exchange security structure and probably program Exchange handlers, due to the fact that CRM/Exchange connector is not a perfect tool yet.

3. C# or VB.Net programmer with excellent SQL Skills if you are midsize or large company - you should have this position - you will need web publishing and MS CRM customization and its support. Currently Microsoft CRM SDK has C# examples - so C# programmer would be the best fit, it may have more VB code in the future, so the C# - VB balance maybe restored.

4. Crystal Reports Designer/Programmer - Crystal Reports is the best tool available on the market to address both Great Plains and MS CRM reporting needs. This position maybe merged with one of the above.

These people should be probably cross-trained in both Great Plains, Microsoft CRM, Crystal Reports, SQL and C# programming, so you do not depend on the unique skills of one person. In our opinion, which is based on our long term consulting practice - these skills will allow you to keep the cost of IT support reasonably low and avoid paying high consulting price to your Microsoft Business Solutions Partner.

Happy hiring and training! But in any case you need to select Microsoft Business Solutions Partner/Var/Reseller to be your official representative. This is how MBS has its channel working - it assures that Microsoft Business Solutions products are properly implemented. If you want us to be your Microsoft Business Solutions Partner - give us a call 1-866-528-0577! help@albaspectrum.com

Andrew Karasev is Chief Technology Officer in Alba Spectrum Technologies USA nationwide Great Plains, Microsoft CRM, Microsoft RMS customization company, based in Chicago, Arizona, California, Taxes, New York, Florida and having locations in multiple states and internationally (www.albaspectrum.com), he is Dexterity, SQL, C#.Net, Crystal Reports and Microsoft CRM SDK developer.

 

CRM Business Relationship

A business relationship is different from any other kind of relationship, being a personal or a social relationship. However, to understand what a business relationship means, it is necessary to identify what a relationship is.
A relationship is according to the Oxford Advanced Learners Dictionary a connection between things. A different definition is that it is a memory of past interactions. Both definitions say something about a relationship even though that they do not say exactly the same. However, the definitions do not differ between business relationships and personal relationships, which is important because there is a different objective between the two kinds of relationships. Therefore, a business relationship can be defined as: A bond based on a rational objective, which is to do business with each other.However, as the interaction between the two actors increases, a certain relationship evolves and the knowledge about the other part is increased. Together they create a combined understanding and view of reality. The more common output of the relationship is a decrease in transaction costs, as transactions becomes routinely and the bond between the two companies is strengthening.
When talking about a business relationship, trust comes to mind, because relationships build on trust. However, can a relationship survive without trust? It is possible for a professional relationship to exist without trust, though in most cases trust is a part of the professional relationship. Various authors, such as Paul Greenberg in CRM at the speed of light, 2000, has argued that relationships build on memories of past interactions, because on the first encounter you do not know each other, however, on the second encounter you build the relationship on the previous encounter. He believes that it is the previous encounter that counts in the eyes of the customer. It is true that a need can create a genuine relationship, however, a long-term relationship needs trusts to be able to survive. Furthermore, the better one get to know the other, the better conditions the relationship has to succeed, if there is a honest approach to build the relationship. To some degree the two approaches towards creating a business relationship agree, however, if the objective is to create loyalty both the successful encounter and trust must be accomplished in order to create a successful long-term business relationship.


Rasmus Nielsen has specialised in CRM for several years and been consulting to various companies in Denmark and Australia on the topic. Rasmus also holds a M.Sc. International Business Economics
Other Articles from Rasmus Nielsen
www.frejaweb.net

CRM Business Relationship

A business relationship is different from any other kind of relationship, being a personal or a social relationship. However, to understand what a business relationship means, it is necessary to identify what a relationship is.
A relationship is according to the Oxford Advanced Learners Dictionary a connection between things. A different definition is that it is a memory of past interactions. Both definitions say something about a relationship even though that they do not say exactly the same. However, the definitions do not differ between business relationships and personal relationships, which is important because there is a different objective between the two kinds of relationships. Therefore, a business relationship can be defined as: A bond based on a rational objective, which is to do business with each other.However, as the interaction between the two actors increases, a certain relationship evolves and the knowledge about the other part is increased. Together they create a combined understanding and view of reality. The more common output of the relationship is a decrease in transaction costs, as transactions becomes routinely and the bond between the two companies is strengthening.
When talking about a business relationship, trust comes to mind, because relationships build on trust. However, can a relationship survive without trust? It is possible for a professional relationship to exist without trust, though in most cases trust is a part of the professional relationship. Various authors, such as Paul Greenberg in CRM at the speed of light, 2000, has argued that relationships build on memories of past interactions, because on the first encounter you do not know each other, however, on the second encounter you build the relationship on the previous encounter. He believes that it is the previous encounter that counts in the eyes of the customer. It is true that a need can create a genuine relationship, however, a long-term relationship needs trusts to be able to survive. Furthermore, the better one get to know the other, the better conditions the relationship has to succeed, if there is a honest approach to build the relationship. To some degree the two approaches towards creating a business relationship agree, however, if the objective is to create loyalty both the successful encounter and trust must be accomplished in order to create a successful long-term business relationship.


Rasmus Nielsen has specialised in CRM for several years and been consulting to various companies in Denmark and Australia on the topic. Rasmus also holds a M.Sc. International Business Economics
Other Articles from Rasmus Nielsen
www.frejaweb.net

Knowing who's who, where, what and when - 10 Tips for Good Customer Relationship Management

I have been serving customers, guests, clients, friends and family for over 23 years. Serving customers has brought me more and more into the realm of technology where I have been blown away by what I can buy to help me "manage" those relationships better, more effectively, faster.

With new Customer Relationship Management (CRM) technology I can cross reference data until my imagination becomes tired, extract a myriad of reports, know in detail who is saying what to whom and when in my organization. In different organizations I have seen staff spend hours and hours typing up phone calls, meetings and other interactions - I have also seen these system unused, these entries unread. As much as organizations like to believe their CRM software will keep their staff informed in reality people like to talk to people about people. This is why I see a return to human customer relationship management, the return of the Relationship Manager - the point of contact for the customer and the organization.

23 years ago, as a student, I started out working with a famous hotel chain and they taught me something very valuable - good customer relationship management. Now this was never based on needing to know everything about the guest in fact respect for privacy was always a priority, no, good customer relationship management was about the human touch, the relationship between the customer and me.

10 Good Customer Relationship Management Tips

1. Respect your customer and that means respecting their right for you not to know everything about them.
2. Show genuine interest and learn to actively listen, aim to always help.
3. Trust is everything.
4. No surprises. Do not let your customer or client find out about something that impacts on them from another source.
5. Give notice, if something is going to change let your customer know in advance and prepare them for the change.
6. Be professional, never talk about other clients or customers to others,
7. Put the customer first; even if you do not agree actively try and come to a good solution.
8. Stay in touch.
9. Always say hello, if you are at an event or just walking down the street, always acknowledge with a smile.
10. Ah yes, always acknowledge with a smile.

For further tips on maintaining good customer relationships go to www.contactcenter.in

Nic Howard is a website planner and lover of excellent customer service.

CRM 101 ? The Basics of Customer Relationship Management

What is CRM?
CRM, or Customer Relationship Management, can be defined as a software program, business strategy, or internet system that helps a business manage and organize its customer database. This includes contacting customers more efficiently, keeping leads hot, aiding in workplace effectiveness, and generally improving customer service and business relationships.

How Does CRM work?
Essentially, CRM works by allowing a representative or agent to access detailed customer information quickly and efficiently while the client is on the line. This means less hassle for the client and a quicker transaction.

For example, say a client contacts a company representative about possibly purchasing the company's product. With CRM, the representative would be able to see if the client had bought anything previously, and if so, what their name is, their age, how long they've used the company, what products they've bought before, how often they buy the product, and much more. This would then allow the representative to suggest and recommend the product or service option that best suits the customer in a timely manner.

Who does CRM benefit?
The beauty of CRM is that is benefits both the customer and the business or service provider. Customers receive a higher level of customer service because their needs are met and anticipated, allowing them to relax through transactions that are often much quicker than they're used to.

The business benefits via improved sales, higher customer confidence and satisfaction, and a more effective work environment. With CRM, a small business or large corporations can know what its customer wants; thus it can provide the service or product the client wants, keeping them as a repeat customer and gaining greater sales volumes.

What are some CRM applications?
CRM applications are created around the same idea as a spreadsheet, where values can be filled in and tabulated to quantify, analyze, and interpret data. A CRM application can both collect and analyze information simultaneously. This means faster, better applications and better ease of use. Clients can download, share or install these programs at their leisure via sites like Salesforce.com.

What is online CRM?
Online CRM is where a business uses an online system to manage its CRM. Straightforward and easy, online CRM is an option often taken by smaller businesses as it allows any representative to access a client's information immediately, without hours of tedious training. A example of an online CRM system might be a 24-hour call center.

What is web based CRM?
Web based CRM is where a business uses real-time updates that are integrated with their existing CRM system. This allows new information to be accessed immediately without any time lapse. It is different from a software-based Customer Relationship Management program in that it allows for live, as-it-happens updates. Thus customer information is always fresh and current.

How do CRM systems help businesses?
CRM systems help businesses by improving customer service and relationships, generating quality leads, monitoring accounts more effectively, always keeping data fresh and ready so leads don?t grow cold, allowing mobile CRM (orders through a mobile device), and managing sales.

Salesforce.com is the world's first on-demand application service and a giant in the field of CRM. With over 24,000 customers, over 500,000 subscribers, and a 97% customer satisfaction rate, Salesforce.com continues to lead their field. To find out more about them, please visit www.salesforce.com .

How To Build Customer Relationships Online

Marketing is not just about getting an order, it's about getting a customer and keeping them. Nurture your customer relationships with regular e-mails.
Marketing is not just about getting an order, it's about getting a customer and keeping them. Nurture your customer relationships with regular e-mails.

With regular e-mails you can build relationships and gather market intelligence. Send regular e-mails to your online prospect list containing special offers, useful information, resources and links, product or service updates, new offers or free reports and surveys.

You can also establish yourself as an expert, as a resource for invaluable information. At the same time, you can find out what offers your audience responds to best, and what they want to gain or achieve.

Build Your Own Prospect List On your Web site, build an opt-in e-mail prospect list by capturing your visitors' e-mail addresses and asking them to "opt-in" to receive more information. They are giving you permission to send information; keep them updated; announce special offers and so on. They want your information, so they are good prospects. You can sufficiently build your list by offering a free e-zine, articles or reports. (For those who don't have good writing skills, some companies (such as http://www.webcritique.co.uk) write an article or report for you with your byline and ad at the bottom.

Opt-in e-mail allows you to qualify your online prospects, and ensure they are interested in the topic your site covers, your products and your services. Only those interested will opt-in or register. And, once they've permitted you to send them regular e-mails, you can use e-mail as a tool for getting your message across, gaining credibility, and building your relationships with them.

For example, your opt-in box text might say: "Enter your name and e-mail address below and we'll keep you posted about the latest ideas on Internet marketing." The Web site visitor simply enters his or her details and clicks a button. They've then opted-in to receive further information from you.

Another way to build your prospect list is to establish your credibility and get involved in relevant online discussions. You can position yourself as an expert in your field by visiting forums and discussion boards and answering questions on hot topics. By advising and offering help you can build trust, confidence and loyalty, and attract people to your site, therefore building your prospect list.

Gather Market Research Information Send out online questionnaires to your e-mail list to find out how they learn and what they read. Find out what magazines and e-zines they subscribe to, what their favorite Web sites are and which sites they have bookmarked. You can then use this information to amend your promotional campaign accordingly.

You can also ask prospects and customers what they like or dislike about your product, service, Web site or offer. Get feedback. Find out what they want or need to gain, learn or achieve. If you know exactly who your market is, where they go and what they want or buy the most, you can position and structure your e-mails, marketing messages and Web site offers, to appeal to those wants.

Limit online surveys to 10 questions. Yes/no and multiple choice answers are the easiest to analyze, but you might also want to leave space for people to elaborate with comments. Always make the survey quick and easy to complete. You might even reward those who complete your survey by offering a free booklet or report. You might also use a guestbook on your site, which invites visitors to make comments. Reward those who enter their details with a gift certificate or discounted product.

Once you've researched your target audience, and know as much as you can about your online customers, you can prepare a profile. This will help you aim your online marketing at an accurately defined group of people, and appeal directly to their primary wants and needs. Remember, the secret to success online and offline, is to find out what people want and give it to them.

Getting your website right

www.applythis.com/browsersizer Check how your web pages appear on various screen resolutions.

http://www.webcritique.co.uk Have your website professionally appraised by an expert. You get a 40+ page in-depth report with recommendations to improve navigation, usability, copy, content, appearance and search engine readiness, with revamped copy, site layout suggestions, analysis of your site's key strengths and weaknesses and content idea generator and accessibility guidelines. A quick and easy way to improve your website without spending a fortune, and attract/retain more visitors.

http://www.webdesignclinic.com This site offers information on colour theory and how to get your website design right.

http://www.webtrends.com This site offers one of the most popular analysis products available. Provides info on site visitor numbers, how they find you, where they go and where they exit. This allows you to get a better idea of your target audience and tweak your site and content accordingly.

http://www.siteconfidence.co.uk Site Confidence offers a free trial of the website monitoring package. This reports any site downtime, and is a great way to monitor when your site goes down - it may happen more often than you are aware of.

Cheryl Rickman is author of 111 winning ways to promote your website successfully and runs http://www.webcritique.co.uk where she offers in-depth website appraisals and personalized web marketing plans, plus web copywriting services, a free e-bulletin on web promotion and links to useful resources.

Cheryl Rickman is author of '111 winning ways to promote your website successfully' and contributes regularly to Better Business magazine, Digitrends.com and Internet.com. She offers website appraisals, copywriting and marketing via http://www.webcritique.co.uk