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e-Loyalty: How to Keep Customers Coming Back to Your Website Hardcover – January 15, 2000

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Product Details

  • Hardcover: 304 pages
  • Publisher: HarperCollins Publishers; 1st edition (January 15, 2000)
  • Language: English
  • ISBN-10: 0066620708
  • ISBN-13: 978-0066620701
  • Product Dimensions: 9.6 x 6.5 x 1.1 inches
  • Shipping Weight: 1.3 pounds
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #2,923,241 in Books (See Top 100 in Books)

Editorial Reviews


" Clearly an edge will be earned by those who read and live by this book." -- Brian Anderson, President and CEO, AwardTrack Inc., a 24/7 company

"E-Loyalty provides a guide for... not only superior content, service and selection; but also provides customers with the follow through..." -- Roger Siboni, President and CEO, E.piphany, Inc.

"Ellen Reid Smith... [is]... your North Star to achieving long-term loyalty and customer retention that pays off big!" -- Greg Buchholz, CEO of Loyalistics.com

"Ellen Reid-Smith has addressed the core factor that separates winners from losers in e-commerce: driving repeat customers." -- David Kenny, Chairman & CEO, Digitas

"In this book Reid Smith provides exactly the road map you need to build and maintain that loyalty." -- Kelly Conlin, IDG President and CEO

"It's impossible for a web site not to succeed with following all of the advice in this book. Period." -- Seth Godin, Author: Permission Marketing & Unleashing the Ideavirus

"e-Loyalty" is a must-read for all consumer-oriented web site executives who want long-term success in the marketplace." -- Whitney Grimm, Vice President of Content & Strategy, Games.com, a subsidiary of Hasbro, Inc.

e-Loyalty provides the reader with a soup-to-nuts version of everything necessary to create a successful website. -- Jeffrey Diskin, President, COO, Hilton HHonors Worldwide

About the Author

Ellen Reid Smith has been on the leading edge of loyalty marketing for the past decade. She has an unusual blend of financial analysis and creative talents which enable her to teach readers both the art and science behind a great e-loyalty strategy. As the vice president of Worldwide Marketing for IBM's Consumer Division, she spearheaded the first customer relationship program in the PC industry that featured personalization techniques before most marketers even knew what the term meant. As a veteran of both corporate and consulting loyalty work, she directed strategy for Brierley & Partners and American Airlines. She now runs a successful web strategy consulting agency, Reid Smith & Associates (ReidSmith.com), whose recent clients have included Budget Rent A Car, DaimlerChrysler, Hewlett Packard, IntelliQuest, Games.com by Hasbro Interactive, MyMoneyLife.com, Quick&Reilly.com and Windamere Venture Partners, to name just a few. She is a frequent speaker at national and international conferences and her loyalty programs have been featured in Brandweek, Adweek, Marketing Computers, and many other publications.

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Customer Reviews

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Most Helpful Customer Reviews

12 of 13 people found the following review helpful By Ken Kingery on January 27, 2001
Format: Hardcover
Ellen Reid-Smith has distilled everything you need to know and everything you need to do into a step-by-step manual for creating a website that will cause people to show up and then to keep coming back. The real key is that you must focus your efforts on Most Valuable Customers (MVCs) as these are the people who make your business profitable and pay the bills. Reid-Smith demonstrates with hundreds of excellent examples from her many years of first-hand experiences that companies who try to please everybody equally end up pleasing nobody completely. If you design your website to attract everyone and assume that your "great" service will keep them coming back, then, you don't have a prayer against your competition. As Reid-Smith points out, you MUST design with your MVCs in mind and focus on strategies that build "switching costs" that will keep you best customers with you and make it difficult for them to consider going to a competitor. This focus on MVCs will give your website a distinctive "personality" that will soon attract casual users to also become MVCs. The book is easy to read, but, is clearly quite deep on the details of what you need to do to go get it done. I applaud Ms. Reid-Smith for being the first to market with such a helpful blueprint for success fo content and commerce website developers!
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5 of 5 people found the following review helpful By A Customer on April 10, 2001
Format: Hardcover
I consult for clients in ebusiness strategy and one of my clients was interested in using a loyalty program to retain clients. With little time on my hands, I needed to become an expert on Loyalty and Ellen's book was the best primer I could find. As a resource, her book provides a great foundation for what loyalty is about, the theory, and the how-to-approach for building a loyalty program. I may be a quick study, but I credit Ellen's book with giving me the knowledge that I needed to be credible with the client in our first meeting. With all the confusion out there about loyalty, and the misperception that everyone has about loyalty=points program, I believe Ellen's is the right book to set you on the right path
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3 of 3 people found the following review helpful By Amy on March 6, 2003
Format: Hardcover
I heard Ms. Smith at a conference and bought her book to get more details on her 7 steps to designing an e-loyalty strategy. The book throughly explains her 7 steps with tons of examples, some of which were really funny (I love humor in a business book). I designed and implemented a customer retention program based on the book and our customer return rate has really soared. Both the customer communications and reward ideas were key in raising our page view and purchase rates. It's a great book for businesses with websites that aren't successful, or for anyone implementing a customer retention program online.
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4 of 5 people found the following review helpful By John Winsor on December 2, 2000
Format: Hardcover
The key concept in the Darwinian model of evolution is that even small competitive advantages will, over time, determine the dominant traits overall.
What we are seeing in the "dot-com" world is a blindingly fast Darwinian process. The trouble is that due to its speed, it is difficult to differentiate why the winners are winning and the losers are losing. That is, unless you take into consideration the human side of the issues.
In her book, e-Loyalty, Ms. Reid Smith brings her many years of experience together with a sublime understanding of human relationships to make it clear that though the Web may be new, the principles that work to develop loyal customers are not.
The tools available are uncountable. The technologies have never been more powerful. The medium is mass-oriented. With Ellen as your guide, you will find clarity in solving your problems.
This is a must read for anyone who wishes to survive and thrive online.
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