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Loyalty Marketing for the Internet Age: How to Identify, Attract, Serve, and Retain Customers in an E-Commerce Environment (Paperback)

5.0 out of 5 stars See all reviews (5 customer reviews)

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Editorial Reviews

Review
...a savvy, smart, and strategic plan for any company that intends to compete in the Information Age. -- Tom Murphy, author of Web Rules: How the Internet Is Changing the Way Consumers Make Choices, and Vice President for Product Development at infoUSA.com

A basic course in the elements of loyalty marketing interpreted for e-business managers. -- The Business Reader Review, October 2000

Insightful, well organized, and easy to read ... a detailed roadmap for navigating the complex issues of building a customer-centric e-business... -- David B. Fowler, Vice President, Marketing, Kana Communications Inc.

This comprehensive guide to the sometimes confusing subject of eCRM provides clear instructions, success stories and action steps. -- Melissa Campanelli, Entrepreneur Magazine, January 2001

Product Description
Companies cannot afford to give their customers away. But according to e-commerce experts, 70% of all e-transactions never go through due to customer frustration

As the explosive ECRM (Electronic Customer Relationship Management) methodology comes into its own, every business dealing with customers electronically is learning that no matter what size the business, retaining customers is the key to long-term financial success. By bringing together marketing, sales, service, and other divisions with state-of-the-art electronic customer relationship management tools, companies are able to learn about their customers' behavior and customize their products or services to meet each and every customer's unique requirements. They will be able to reduce the cost of sales while simultaneously increasing customer loyalty.

By following the best practices of web-based customer communications strategies, developing a business process devoted to customer loyalty, and putting the necessary infrastructure in place, companies will be able to:

*leverage the Internet to increase customer loyalty and increase profits
*identify the best and most appropriate customer relationship marketing practices
*attract the most loyal prospects and customers
*serve customers via multiple levels of interaction, contact, and dialogue-building,
*simplify interactions in order to increase loyalty
*retain the most profitable customers by anticipating and meeting their specific and unique needs

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Product Details

Paperback: 345 pages
Publisher: Dearborn Trade (October 2000)
Language: English
ISBN-10: 0793140331
ISBN-13: 978-0793140336
Product Dimensions: 9 x 7.4 x 0.8 inches
Shipping Weight: 1.3 pounds

Average Customer Review: 5.0 out of 5 stars See all reviews (5 customer reviews)

Amazon.com Sales Rank: #368,750 in Books (See Bestsellers in Books)

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Front Cover | Table of Contents | First Pages | Index | Back Cover

Citations (learn more)

1 book cites this book:

Engineering Your Start-Up: A Guide for the High-Tech Entrepreneur (2nd Edition) by James A. Swanson in Back Matter

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Most Helpful Customer Reviews

7 of 7 people found the following review helpful:

5.0 out of 5 stars Practical Approach to building Customer Loyalty, June 4, 2001

By	Scott Martin (Calgary, Canada) - See all my reviews

Formulating a Loyalty Marketing strategy can be a challenge-further implementing your strategy can be a much greater challenge. Kathleen, has established a clear approach to blending strategy with implementation which is practical and useful. Executives who are struggling to identify which book is a blueprint toward 'Attracting,Serving, and Retaining Customers' have in my view one of the key books which is not fluffy and gets right to the heart of it.

Specifically- she has enlightened me to identify that not all loyalty is the same, and as a marketer-you must understand that different customers are loyal for different reasons and under different conditions.

One only needs to see my personal copy of this book to know that it has been poured over...covered in notes, highlights, stickynotes and folds- a true sign of a great book. (In my view)

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6 of 6 people found the following review helpful:

5.0 out of 5 stars Best book on eLoyalty/eCRM I've read, March 21, 2001

By A Customer

As an Internet consultant specializing in the field of eCRM, I've had to stay ahead of my clients by reading the latest, greatest books on the subject. This one stands out. It includes financial models to help you monetize the benefits of customer loyalty, extremely helpful "action plans" after each section and up to date case studies. This is a must read for anyone trying to sell, plan and execute an eCRM initiative.

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3 of 3 people found the following review helpful:

5.0 out of 5 stars This book is great, July 17, 2002

By	C. Behlivan "meetpreneur" (Minnesota) - See all my reviews (REAL NAME)

Last 2 months I read 20 books about e-marketing issues and this book is the most structured and easy to read book i have ever read. They give visual examples and this makes the understanding more easy... If you want to please your customers please yourself with this book...