Loyalty Marketing for the Internet Age
| "Loyalty Marketing for the Internet Age" is a must for any expanding business who wants to assure their customers keep re-visiting their sites. This book provides easy directions to obtaining customer loyalty online, from implementing cost-effective strategies to automating the customer loyalty process. Little prior knowledge is presumed and even the most basic business user will find this packed with important details. The Bookwatch, January 2001 ________________________________________________________ |  |
By bringing together marketing, sales, service, and other divisions with state-of-the-art electronic customer relationship management tools companies are able to interact with consumers, identify customers, learn about customer behaviors, and customize some part of their products (or services) to meet each and every customer’s unique requirements. The reward for rethinking operations cannot be underestimated. For example, over several years a five-percentage point increase in the customer retention rate can result in profits increasing by as much as 125 percent. However, the drive for customer loyalty is something that can’t be solved overnight. Today, few companies look at an individual division and evaluate its potential for success based on resources that it could have access to. Additionally, there are no standardized accounting procedures for determining the company’s biggest asset- the value their customer’s loyalty. In the Internet Age, a division’s success is measured by how well it uses the customer management tools and information that exist in the entire organization. By implementing web-based customer communications strategies, developing business processes devoted to customer loyalty and putting the necessary infrastructure in place, companies will be able to:
About the Author Kathleen Sindell, Ph.D., an expert on electronic commerce, is a popular speaker and an adjunct faculty member at the Johns Hopkins University MBA program. There she uses her best-selling book, Investing Online for Dummies as a required classroom textbook. She is the author of numerous popular, academic and professional books, articles and websites. A dynamic consultant, speaker, writer, and scholar, Sindell is regularly tapped as an e-commerce source on CNNfn, The Nightly Business Report, and at popular online and print outlets. |
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