BACK OFFICE PROCESSES

1. The purpose of back office processes is to ensure the smooth ordering, payment and reporting of transactions on the website. Some of the back ofice functions include, accounting, record keeping of clients' orders, stock control and the management of the public facing web site.
   


2. The processes involved in stock control are to make sure that there are enough products to meet the demand, to make sure one item isn't sold twice etc. The centre of this type of system is a database because they can have all of the items listed, information about the item, the supplier of the item, upodates about the item etc.
   


3. A person logs onto a database over the Internet so that everytime a customer goes onto a website and searches for something, it shows what the company actually has and shows whether items are in stock or not. An ASP (Active Server Pages) is a code is run everytime someone clicks onto a search engine, the code then reads the database and looks up something and the answer is sent back via a webpage.
   


4. As a customer moves through an online store orering goods, it is necessary to hold the details of the items purchased. Organisations maintain the virtual shopping basket for a customer by reserving the items that you have put into your basket, prices are then totalled and extra prices are added on at the end for example postage and packaging.
   


5. On sheet
   


6. HTTP Authentication produces the familiar login/password browser sequence. This is where a user is asked for a password and an ID to access the server. Cookies are placed into customer's computier but are typically set using an HTML form and Common Gateway Interface script. A persistant cookie can be used which can save the users having to log in everytime they visit the website. This works until the customer deletes the cookie.
   


7. There are some cookies that enable you to save your username to that computer so when you go back onto that website you only have to type in your password therefore saving time for the user. Cookies are an automated way of knowing who is on your website and for how long and what they look at etc.
   


8. A cookie is a way for a server or a web site to place information on the client computer. Cookies are small text files that are stored on the user's hard disk by the web server. These are useful for transactional websites as it can save settings that the user has previously asked for, for example the language that the webpage is in. They are also useful to the website as they can keep account of what products are viewed the most, the amount of time the customer spends on their website, how often they visit etc.
   


9. It is useful to get a customer to log into a website as they can be tracked anonymously using a random numer sent in a cookie. Other tables in the database will track the customer's actions. Once a customer has logged in, the session can be monitored in much more detail. Actions can trigger data being written to the database. This information can be used in a variety of ways for example, loyal customer can be rewarded by special offers.

List Of The Tables That Might Be Involbed In Tracking Customers' Actions

Affiliates

Affiliates Transfers

Cart Rows

Categories

Categories Products

Credit Cards

Customer Special Prices

Discounts

Emails

Newsletter

Orders

Payments

Products

Related Products

Reviews

Shipments

Stock

Store News

Tax Per Product

Visits

Wap Carts

Wish List

10. HTTPS encryption is used to secure methods of data transfer. For exmaple, paying by credit card is a relatively easy task but the security of cred card data is very important so when the details are stored in a databse, the table of field holding that data needs to be encrypted as well. This way, if the database is accessed by unauthorised people, the card details cannot be read.

11. This method is safe even when someone intercepts the data travelling through the website as it has been encrypted so is unreadable to anyone looking at it unless they are authorised.

12. A stolen card is unlikely to be used for shopping as the address details are normally checked and first time orders must always be delivered to the address held by the card company. Once a card payment has been accepted, then the seller is guaranteed the money by the credit card company. Payments cannot be stopped unless the card has been stolen.

13. Stock control consists of all the processes involed in ordering, storing and selling goods. An important part of the back office process is real-time stock control. When there is a need to order replacements, the web site could hae inks to the supplier via the internet so that replacement goods can be ordered automatically as too much stock of one thing will tie up money that could be used for other purposes in the business.

THE CUSTOMER EXPERIENCE OFFERED. unit 2

The Customer Experience Offered

A good website will be part of an integrated system that supports the customers from the moment they load the web site to the aftercare they can expect following delivery.

ASOS offers a page with information to help the user through the many problems or fears they may encounter when purchasing something for the first time online. It also offers many ways in which the customer can contact the website.

Although the Help and Contact page is quite long, it is sectioned into categories so that the customer can read the information relevant to their situation.

This website does not have a ‘Feedback’ feature where a customer can type in their information and opinions about the website. This can make potential customers shop elsewhere as they do not know whether to trust the website as they cannot see what other people’s experiences have been like.

The Returns section is easy to find creating good customer care as if a customer is not happy with their product they can return it easily and they do not have to search through the website trying to find how to return it.

THE SITES USABILITY AND ACCESS. unit 2

The Sites Usability And Access

In the design stages of a website, IT experts need to take into account that not everyone finds using computers easy and by putting too much into the homepage or making the menus confusing can make potential customers shop elsewhere.There is an easy drop down list that changes the currency of the prices on the website, this therefore branches to a wider audience as people from different countries can see how much the clothes are in their currency instead of having to get out a calculator and do it themselves. This is located in the top right hand corner of the website.

There is a search box that helps the user find a specific item that they want without having to search through all of the categories and sections. Also, in this search box the user can type in a code to bring up a specific item. (The codes are found in the magazine that is sent to home addresses.) The advantage of having this type of system is that if a customer sees something they really like in a magazine, they do not have to search through all of the pages in one section to find that specific top etc. they can simply type in the code and it will be uploaded.

















The website has a clear structure and has a small menu across the top of the page showing links on how the customer can track their order, log into their account and watch a short video of how to shop if they are new to online shopping.




















There is small menu across the bottom of the page showing links to pages where the customer can find out more information about returns, how to contact the company, the terms and conditions etc.
There is also a main menu on the left hand side of the page labeling the main categories of products that they sell. Once having clicked on a category a new page will appear and areas within that category will be shown.
Some people often find it hard to remember whether the URL has a ‘.com’ or a ‘.co.uk’ at the end of it. However, if a customer types into the URL http://www.asos.com/ and http://www.asos.co.uk/, they will be directed to the same page. This is good as the customer will always be able to find the website.















Overall, I think that ASOS have a layout that isn’t confusing and the fact that they have a ‘Help’ page and a 5 step guide on how to shop will make it easier for people that do not normally shop online. They are easily accessed through searching on any search engine and the URL can either be ‘.com’ or ‘.co.uk’ and the same page gets uploaded.

THE TECHNIQUES USED TO ENGAGE, RETAIN AND ENTICE CUSTOMERS. unit 2

The Techniques Used To Engage, Retain And Entice Customers

As ASOS are an online based website, there are no sales people to persuade a customer to buy goods. There is also no way for a customer to build up a relationship with the vendor helping to ensure that the customer comes back.
Because of this, the website uses special techniques to help retain customers.

ASOS has created a good name for itself and you always hear people recommend their friends to browse the website as they do very good deals and sell a variety of products.
Customers go to web sites for many reasons, so a web site needs to reflect as many of these reasons as possible.

There are banner advertisements to engage the customers and show off their products that are on sale. These can be found on the homepage below the main image.

Also, other products that are on offer are shown in the homepages in their different categories.

To retain the customers, the website has to make sure that the customers become engaged in the pages as quickly as possible because if they are not then they will leave. If the web site is too slow the potential customers will leave before the page has even finished loading.

On ASOS, as soon as a user clicks onto a link the page loads itself up which is good as the website is not loosing customers through the lack of it loading fast.

Other ways of retaining customers is bargains and money off items.

The content of a website should be relevant and up-to-date with its prices and items. Any images should show the latest product, not something that is well out of date. ASOS does this through its blog.ASOS created a blog so that they could constantly update its customers with information on new items available, new offers and deals and celebrity fashion news. This is a brilliant way to engage and retain customers as the customers will want to return to read any updates and keep coming back to read further stories and offers.

Customers can also find a link to the blog in the menu at the bottom of the page.

ASOS is a catchy URL name and is an abbreviation for As Seen On Screen, already the user is potentially persuaded by the name as what they see on screen is exactly what they will get and also implies what they see celebrities wearing on the television is what they can find on this website enticing them to look further and browse to see if there is anything they like.

Conditions Of Purchase. unit 2

Conditions Of Purchase

As ASOS is a reputable company and want to make shopping a fun experience and if any problems occur they want to help the customer in any way possible, they have made it possible to see the conditions of purchase very easily.

Companies are often criticised for making them long and difficult to read, however, ASOS has made it very simple and has labeled each section with a subtitle so that the customer only has to read the sections that are applicable to them or what they want to read.

Every good website should make it clear to the customers how they can return their items that they do not like. And as this is a purely website based company they are more likely to have more requests for returns as the customer cannot try the items on.

The Identification And Authentication Routines The Website Has. unit 2

The Identification And Authentication Routines The Website Has

When a customer enters a transaction website, it is important to identify and authenticate the customer.

Servers on the Web use two basic ways of identification and authentication;

HTTP: This authentication is where the user is asked for a password and an ID to access the server.
Cookies: As described previously, these are placed on the customer’s computer. Many users view cookies with suspicion as they are able to view your actions (what websites you use, how many times you go on them etc.)

After creating an account with ASOS, you will have created a password and should use this password when logging in to your account on this website. It is important not to share your password with anyone else as your account holds details about you including credit card details. If someone who has malicious intent took your details, you may be open to identity theft or fraud.

If a customer has forgotten their password, it gives you the option of typing in your email address and your unique password will be sent to that email address. This is useful as it only sends the forgotten password to an email address that is specified. This stops someone from stealing your password and is a better method than using a secret question such as ‘What is your favourite colour’ etc. as many people might be able to guess this.

THE METHODS USED TO CAPTURE CUSTOMER INFORMATION. unit 2

The Methods Used To Capture Customer Information

Websites use many methods to capture customer information. Overt methods are the obvious methods that the customer knows about; this is done by a customer filling in a form etc and they know what information is being taken about them.
In other cases, information is collected without the customer realising. Methods that do this are called Covert.

Some websites, when taking credit card details, will log the IP address of the computer making the transaction. This is a good security measure that the website takes as if someone has stolen a credit card and starts using it to make transactions online and the person states that their credit card has been stolen, the police can go to ASOS and ask for the IP address of the computer making that transaction. They can then go to the ISP (Internet Service Provider) and ask for the name that that particular computer is under. Then further action can be taken.
Other methods of collecting data involve putting a code on a website that leaves cookies on the user’s computer.

A cookie is a small text file that is stored on your hard disk. It contains information about the user, normally in the form of an identification number. When the user visits the website again the cookie is read and the website can then access a database of information to look up the user’s identity.
Other information is also recorded, such as the number of time you visit the website, what items you look at etc.