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Loyalty Marketing for the Internet Age Click Here! Get Your Copy Today! |
Introduction
PART I: An Introduction to eCRM Practices on the Web
Chapter 1: Loyalty Marketing in the Internet Age
Understanding the Importance of Customer Loyalty
The Economics of Customer Loyalty
Sources of Customer Loyalty
The Path to Customer Loyalty
The Importance of Customer Differentiation
Product Differentiation
The Customer Valuation Feedback Model
E-Commerce is Booming
Delivering Superior Value
Summing It Up
Chapter 1: Benefits of eCRM Action Plan 1A
References
Chapter 2: The Challenges of eCRM
Defining Customer Loyalty
Focusing on The Right Customers
Not All Customers are Alike
Measuring Lifetime Value
Traditional Ways to Build Customer Loyalty
Offline Sales
Offline Marketing
Offline Customer Support and Service
Offline Project Development and Management
Offline Distribution and Suppliers
Online Capabilities for Building Customer Loyalty
Online Sales
Online Marketing
Online Customer Service and Support
Online Project Development
Online Fulfillment and Delivery
Summing It Up
Chapter 2: The Challenges of eCRM Action Plan 2A
References
Chapter 3: Making the Transition to the Internet Age
e-Commerce Threats and Opportunities
Visioning the e-Corporation
Laying the Groundwork for a Successful Transition
Understanding e-Customers
Zeroing in on Customer Needs and Loyalty Types
Suggested Online Capabilities for Groups I and II
Group I
Group II
Suggested Online Capabilities for Groups III, IV, and V
Group III
Group IV
Group V
Suggested Online Capabilities for Groups VI, VII, and VIII
Group VI
Group VII
Group VIII
Working with Customer Expectations
Summing It Up
Chapter 3: Making the Transition to the Internet Age Action Plan 3A
References
Back to Top PART II: The eCRM Customer Loyalty Business Process Chapter 4: Improving e-Customer Retention
Keeping Your Customers
Creating Exit Barriers for Online Customers
Customer Retention Example: The Financial Services Industry
Finding the Right Focus
Measuring Customer Retention
Controllable and Uncontrollable Customer Defections
Developing an Online Loyalty and Retention Strategy
e-Customer Satisfaction vs. e-Customer Retention
Summing It Up
Chapter 4: Improving e-Customer Retention Action Plan 4A
References
Chapter 5: How to Create New Markets for Diverse Customer Needs
Creating New Markets for Customers with Diverse Needs
e-Business Models for Wide-Ranging Customer Needs
How to Increase Profits Despite Commoditizaton
How Treating Different Customers Differently Can Lead to More Profits
Zeroing in on Mass Customization
Summing It Up
Chapter 5: How to Create New Markets for Diverse Customer Needs Action Plan 5A
References
Chapter 6: Automating the Customer Loyalty Process
Loyalty and Your e-Customers
Why Have an Online Customer Loyalty Program?
The Online "Gimme" Factor
Reward Activities
Types of Online Customer Loyalty Programs
Features of Internet-Based Loyalty Programs
Developing an Online Loyalty Program Action Plan
Understanding What Your Online Customers Really Value
Offering the Right Type of Rewards
Defining the Loyalty Program's Objectives
Looking at the Economics of the Loyalty Program
Setting Goals for an Online Loyalty Program
Summing It Up
Chapter 6: Automating the Customer Loyalty Process Action Plan 6A
References
Chapter 7: Employee Loyalty in the e-Corporation
Hiring and Keeping the Right Employees
Pricing Employee Loyalty
Productivity and the Loyal Employee
Employee Productivity Bottlenecks
Cures for Reduced e-Employee Productivity and Low Motivation
Changing Corporate Culture and the e-Corporation
Keeping e-Employees Happy on the Dot.com Farm
Different Compensation and Incentive Strokes for Different Folks
What Motivates e-Workers?
Summing It Up
Chapter 7: Employee Loyalty in the e-Corporation Action Plan 7A
References
Back to Top
PART III: The eCRM Customer Loyalty Infrastructure Chapter 8: Personalizing Your Marketing
Customization Versus Personalization
Web Site Customization
Personalization
Developing a Web Site Personalization Plan
How to Gather Information for Web Site Personalization
Gathering User Information
Gathering Customer Information
Gathering Implicit and Explicit User and Customer Information
Computer Applications that Automate Online Marketing
Personalization Software Tools for More Than $25,000
Personalization Software Tools for Less Than $25,000
Summing It Up
Chapter 8: Personalizing Your Marketing Action Plan 8A
References
Chapter 9: Virtually Selling Everything
Change the Traditional Channel and Turn Up the Volume on Added Value
The Point-and-Click Sales Force: Affiliate Programs
How Affiliate Programs Work
The Latest Trends in Affiliate Programs
Automated Selling with Internet Portals
Redefining Sales Force Automation
Overview of Sales Force Automation Software
Summing It Up
Chapter 9: Virtually Selling Everything Action Plan 9A
References
Chapter 10: Anticipating Your Customer Needs
Designing Your Web Site to Promote Customer Service and Support
Helping Customers Help Themselves
Giving Online Customers Personal Care
Getting Up Close and Personal
Selecting the Right Customer Support Application
Organizing Customer Data to Improve Online Customer Support and Service
Clustering Software
Profiling Software
Collaborative Filtering Software
Artificial Intelligence Software
E-Corporations Get the Message
Expecting the Unexpected
Summing It Up
Chapter 10: Anticipating Customer Needs Action Plan 10A
References
Chapter 11: Online Lead Generation Management, Security and Privacy
Data, Data Everywhere
Generating e-Corporation Leads
Qualifying e-Corporation Leads
Tracking e-Corporation Leads
Measuring and Analyzing Your Success
Lead Generation Management Solutions
Security and Your Online Customers
How Would You Like to Pay for That?
Privacy and Your Online Customers
The Worse Kind of Privacy Violation
Protecting your Online Customer's Privacy
Overcoming Customer Privacy Concerns
Summing It Up
Chapter 11: Online Lead Generation Management, Security and Privacy- Action Plan 11A
References
Chapter 12: Reducing Costs and Increasing Customer Loyalty at the Interaction Center
Zeroing in on Call Centers
Avoiding High Customer Service Costs with Web-Based Customer Support
Ringing in the Web
Storing the "Customer's Memory" in the Interaction Center
Checking Out the Capabilities of Interaction Centers
Examples of Web Sites with Interactive Call Centers
Budgeting and Planning Your Interaction Center
Summing It Up
Chapter 12: Reducing Costs and Increasing Customer Loyalty at the Interaction Center- Action Plan 12A
References
Chapter 13: Increasing Customer Loyalty with Data Mining
Is Using Customer Information an Invasion of Privacy?
Putting Your Customer Information to Work
Capturing the Right Data
Building Your Data Mining Approach
Segmenting Your Customer Base for Fun and Profit
Designing Your Data Mining Requirements
Choosing the Right Data Mining Solution
Databases
Knowledge Management Tools
Customer Relationship Management Software
Web Site Content Management
Summing It Up
Chapter 13: Increasing Customer Loyalty with Data Mining- Action Plan 13A
References
Chapter 14: Developing eCRM Projects
Identifying the Elements of Planning Your Internet Transition
Creating Your e-Corporation's Service Delivery System
Organizing your e-Operating Strategy
Deciding Where to Concentrate Your Efforts
Identifying Likely Technological Solutions
Show Them the Money?
Measuring and Monitoring Your Success
Developing your eCRM Service Concept
Targeting Customer Segments
Summing It Up
References
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