The amount of effort expended on ontaining conversions is dependent on the value of a specific customer type - or even an individual (large) customer - to your business.
Just how badly do you want to "get into bed" with a particular customer - or a particular type of customer?
The answer to that question depends on your particular business, the type of customer in question and the current emphasis of your e-Business strategy, and is outside the scope of this general discussion.
Your willingness to support the customer - and the features and functionality you might implement to provide that support - is proportional to the importance of the customer, measuered in whatever metric is appropriate.
The available options are broadly as follows, listed in order of increasing commitment (and investment):
and - although probably no customer would think to ask for it - we must provide the ability to Discover infomation. The best design aids and technical data sheets in the world are of absolutely no value if the intended audience can not find them or is not even aware of their existance!
These Capabilities - which the customer needs to be better able to do business with us and which we will provide in line with our view of customer value - can also be mapped against the Customer Activity Cycle:
Combining the capabilities with the representations of repetitive Awareness Cycles already developed, we can create a matrix of information and delivery mechanisms, which can be documented separately for each customer type, for each phase of the relevant Activity Cycle and for the specifics of individual strategicly important customers. The following diagram illustrates the principle:
This simple diagram forms the basis for calculating the financial return on our B2B endeavours, as we will see in the discussion of Cash.