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1 Recommendations 1Implement ERP system that allows for proper bidding adequate estimate shipping costs and a secure payment method that inspires trust 2Establish CRM system to protect Sothebys reputation The brand should be taken care of accordingly to Sothebys standards of service and quality Prevent customer confusion and protect brand name Operate a toll free number to adequately service customers Promote a feeling of intimacy at the click of the mouse through the use of space planner personal stylist and gift selector 3Use separate strategies for the different business units making in-store-auction services available online Provide customers with incentives to do business online Establish profit centers for the different e-businesses 4List auctions and set prices adequately 2 Rationales 21 Technically suitable website ERP implementation has top priority in preventing loss of brand reputation To ensure high quality of customer service and transaction clarity it is necessary to integrate departments and functions across Sothebyscom and SothebysAmazoncom onto a single computer system that can serve the different departments particular needs External consultants and freelance web developers may be used for specific parts of the project but the project team will conduct the majority of the work This will ensure that the site can be extended and maintained by Sothebys own staff and the copyright for the new technologies will rest with Sothebys Adequate estimation of shipping costs important to prevent surprise factor Once a product or a lot has been registered for sale online dimensions and weight will be considered prior to the bidding process in order to provide customers with an accurate estimate of its shipping cost anywhere in the USA Customers in other countries will have the option to click on the SH icon feed it with the dimensions and weight of the object and the country of destination to get an immediate estimate that will reflect the actual SH cost to 90 accuracy To achieve this objective management at Sothebys will outsource a shipping
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