The two requirements which I have selected from the list are as follows:

1) Develop and implement a new website or enhance an existing website to include customer service. This might include features for self-service or use of real-time customer support.

2) Add Internet-based advertising capabilities (e.g. pop-ups, banners, pop-overs, etc.).

Let us discuss each of these requirements one by one in detail.

1) Develop and implement a new website or enhance an existing website to include customer service. This might include features for self-service or use of real-time customer support.

In today's competitive and customer centric business environment, be it traditional brick and mortar business or e-business, Total Customer Satisfaction is the ultimate objective of any business entity. The key to success and growth in today's business world is to provide utmost satisfaction in terms to the customers and score ahead of competitors in terms of quality and customer service. Thus, in order to make the e-business of the company extremely customer friendly, it is necessary to upgrade or enhance the existing portal of the company with a dedicated section for providing customer service.

Organization can allocate a separate, easy to reach and easy to navigate customer service section on the web portal, whose link should be provided on the home page of the company's portal. The customer service section should be very easy to use and navigate and should be self explanatory to the customers in terms of using it effectively. Some of the most important points and features which should be kept while designing this section are:

1) This section should display multiple options to the customer to reach the company in order to resolve their queries, problems or communicate their grievances and suggestions. For example, company can display a toll free number on this page for the customers to speak with a customer service representative. The second option will be a form which the customer can fill with the details of their query/problem and submit online. The third option will be a live chat interface wherein customers can seek real time assistance from customer service representatives via chat.

2) Comany should back up these options with excellent infrastructure at their office. For example, the customer service staff available on the displayed phone number should be well experienced and be able to resolve all the queries efficiently. Similarly, the queries submitted via the online forms should be attended promptly and resolved as soon as possible without any delay.
Even the customer service staff resolving the queries via the live chat should be well versed with the company, its products/services and should be trained enough to handle all kind of queries.

3) For live chat, company should use the best possible web technology to make it sure that the customers are able to log on to the chat session easily and the chat window should not take too much time to load and make it frustrating to the customers.

4) Customer service staff should be provided with a kind of CRM software to make it sure that they fully understand the problems/queries of the customers and have full information in front of them.

Use case for customer service process:

1) Customer calls up the toll free number/ fills up the online query form/logs on to the live chat session.

2) Customer communicates his query/ problem or grievance with the company.

3) If the customer is asking query over the phone, the customer service representative will quickly look for the information over the CRM software provided to him or if the issue requires information from company's staff, he will place the customer on hold and get the answers to his questions and then get back to the customer after getting all the answers. If the query is submitted via the online form, the Customer service representative handling the query form, will get the issues/queries resolved as soon as possible and mail the answers/take the necessary action on his queries. If it is via live chat sesssion, as soon as the customer asks his query, the customer service staff, will start assisting him with the help of CRM software in front of him or with the help of his colleagues.

4) After the query/issue has been resolved, the customer service representatives greets the customer and asks him if the issue was resolved as per his satisfaction or not. If yes, the task is done effectively.

The primary rationale behind investing in such elaborate customer service section and infrastructure is that customer service is the key to success for any ebusiness and it is extremely essential for the company to enhance its corporate image via providing an excellent and prompt customer service. IT will boost the confidence of the customers in the company and will spread good word of mouth.

2) Add Internet-based advertising capabilities (e.g. pop-ups, banners, pop-overs, etc.).

I will also add another component to internet based advertising capabilities, ie, Search engine optimization.

SEO or search engine optimization is the buzzword in ebusiness today. Without an effective SEO program, no ebusiness can popularize itself among the plethora of websites available on the web. An SEO simply means popularizing the website on the internet or attracting more visitors to the website by utilizing various techniques.

As we all know, whenever we look for information on the web, we type our query on search engines like Google. As we type our query on search engines like Google, a long list of web portals appear among the search results. The manner or order in which these search results appear depends upon the SEO techniques employed by these websites. The better the SEO technique, the better are the chances of the portal to appear among the first few search results.

Thus, to summarize, SEO techniques are nothing but a set of tools implemented by an ebusiness to popularize the web portal among the internet users and to attract increasing number of visitors to the website. One of the most popular SEO tool is Google's adwords program, which allows a company's portal to appear among the first few search results on engines like Google.

Similarly, there are host of other internet advertising and marketing programs such as Pay per click, affiliate programs, link building,etc., which popularizes the portal's presence on the web and make it more visible among the internet users.

The primary rationale behind choosing such technologies is to attract maximum number of target consumers to the web portal or increase the traffic on the website and make it more visible and popular. In other words, it is like enhancing the brand name of the portal in the world wide web.

Use Case:

1) The prospective customer types his query on a search engine like Google.

2) The search results appear for the query, which also displays the company's portal among the first few search results ( Kindly note that the query should be related to the business of the company. We are not talking about every kind of query. For example, if the ebusiness is a homework help service, the query made by the customer should be related to homework help/online tutoring,etc.)

3) The customer clicks on the link of the company's website and reaches on to the web page of the company's portal.

4) The task is successfully done as it has attracted the customer to the company's portal.