Acta Univ. Agric. Silvic. Mendelianae Brun. 2011, 59, 365-370
Published online 2014-07-07

Possibilities of using ICT for increase of customer feeling of exceptionality

Pavel Turčínek, Arnošt Motyčka

Ústav informatiky, Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno, Česká republika

Accession of the Internet undoubtedly has contributed to the shift of marketing activities. With the increasing availability and wealth of online information customers become more knowledgeable and sophisticated. If a company wants to keep its customers in long term, it must offer something more than an “ordinary” product, which has comparable substitutes in tens of other companies.
At first it is necessary to identify customers behavior and thinking. Observation of his/her preferences of a demanded product line discovers products playing the key role from his/her point of view. We use methodical tools for this purpose e.g. CRM systems, Business Intelligence etc. Over gained metrics from data in data warehouses (observation subsystem) we make evaluations according to various criteria (subsystem of evaluation). In this report we methodically open up not just e.g. data mining technologies, but also based on aggregated data we infer e.g. consumer’s trends.
The goal of the article is to point out suitable instruments which enable to create interaction with customers, where they’ll be able to participate in creation products of their own. The Internet seems as a perfect communication channel for this interaction. Web application will consist of solution of an observation subsystem as a database application and of evaluation subsystem as the application of a row of methods e.g. multicriteria evaluation. Web applications feedback effect leads into knowledge of selected customer’s characteristics, which enables to offer him/her among others a special line of standard products.
By creating a disposable web application it’s possible e.g. to offer customers absolutely common products with different visual angle. Thanks to gained information and knowledge we divide customers into groups and then target on them specifically.


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