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e-Loyalty: How to Keep Customers Coming Back to Your Website
by:Ellen Reid Smith
While the explosion of e-commerce has created tremendous opportunities for starting new businesses and growing existing ones, companies are learning that keeping customers on their website--when competitors are only a click away--is the key to success. However, the rules of e-loyalty are very different than those for brick and mortar businesses, and...
While the explosion of e-commerce has created tremendous opportunities for starting new businesses and growing existing ones, companies are learning that keeping customers on their website--when competitors are only a click away--is the key to success. However, the rules of e-loyalty are very different than those for brick and mortar businesses, and learning them on your own can be painful, frustrating, and costly. Ellen Reid Smith has helped Hewlett-Packard, Hasbro, Budget Rent A Car, Datek.com, and many other industry leaders move from merely acquiring customers to retaining customers by creating the critical "site stickiness" needed to convert customers into evangelists and browsers into buyers. In e-Lovalty, she discusses both the art and the science of developing successful e-loyalty strategies and offers numerous case examples to make these lessons come to life. The book offers a step-by-step guide for developing an e-loyalty strategy, based on proven retention strategies, with the reader taken through the critical success factors in creating and managing an effective implementation plan. Smith will make readers into e-loyalty evangelists through e-loyalty seminars in 2001, an e-Loyalty newsletter, and an exclusive e-loyalty Website featuring analytical tools and implementation resources to complement the strategies outlined in the book.
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