E-Loyalty: How To Keep Customers Coming Back To Your Website

Customer loyalty has always been grounded in human interaction. Years ago, you would walk into your favorite store and the staff would know your name, remember your preferred brands, and make efforts to ensure your return. Now, the web and advances in database technology allow e-tailers to offer personalized attention remotely. While this empowers customers and makes loyalty more important, it also increases customer demands for a great shopping experience. This book by Ellen Reid Smith offers a step-by-step guide to creating and managing effective online loyalty strategies, focusing on customer retention, website design, budgeting, and evaluating impact. It emphasizes retaining the most valuable customers and using customer lifetime value modeling to ensure profitable retention programs. An essential handbook for any online business.