Maintaining customer profiles in an e-commerce environment
Felix Ntawanga, Andre Paul Calitz, Lynette Barnard · 2008
Recent studies have indicated an increase in customer profiling techniques used by e-commerce businesses. E-commerce businesses are creating, maintaining and utilising customer profiles to assist in personalisation. Personalisation can help improve customers' satisfaction levels, purchasing behaviour, loyalty and subsequently improve sales. The continuously changing customer needs and preferences pose a challenge to e-commerce businesses on how to maintain and update individual customer profiles to reflect any changes in customers' needs and preferences.