Loyalty marketing for the Internet Age : how to identify, attract, serve, and retain customers in an e-commerce environment / Kathleen Sindell.

Enhanced descriptions from Syndetics:

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 relationships management tools, companies are able to learn about their customers' behaviour and customise 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 customer via multiple levels of interaction, contact and dialogue-building * Simplify interactions to incre

Table of contents provided by Syndetics

• Introduction (p. xv)
• Part 1 An Introduction to eCRM Practices on the Web
• 1. The Benefits of eCRM (p. 1)
• Understanding the Importance of Customer Loyalty (p. 2)
• The Economics of Customer Loyalty (p. 3)
• Sources of Customer Loyalty (p. 4)
• The Path to Customer Loyalty (p. 5)
• The Customer Valuation Feedback Model (p. 9)
• E-commerce Is Booming (p. 12)
• Delivering Superior Value (p. 14)
• Summing It Up (p. 15)
• Action Plan: Developing a Customer Loyalty Quick-Start Action Plan (p. 16)
• References (p. 17)
• 2. The Challenges of eCRM (p. 19)
• Defining Customer Loyalty (p. 20)
• Focusing on the Right Customers (p. 24)
• Not All Customers Are Alike (p. 24)
• Measuring Lifetime Value (p. 26)
• Traditional Ways to Build Customer Loyalty (p. 27)
• Online Capabilities for Building Customer Loyalty (p. 29)
• Summing It Up (p. 35)
• Action Plan: What Company Assets Can Be Turned into E-services on the Internet? (p. 36)
• References (p. 38)
• 3. Making the Transition to the Internet Age (p. 39)
• E-commerce Threats and Opportunities (p. 40)
• Visioning the E-corporation (p. 41)
• Laying the Groundwork for a Successful Transition (p. 42)
• Understanding E-customers (p. 42)
• Zeroing In on Customer Needs and Loyalty Types (p. 43)
• Working with Customer Expectations (p. 51)
• Summing It Up (p. 52)
• Action Plan: Customer Expectation Checklist (p. 53)
• References (p. 55)
• Part 2 The eCRM Customer Loyalty Business Process
• 4. Improving E-customer Retention (p. 56)
• Keeping Your Customers (p. 56)
• Creating Exit Barriers for Online Customers (p. 58)
• Loyalty Marketing Success Story: Starwood Hotels (p. 63)
• Customer Retention Example: The Financial Services Industry (p. 64)
• Loyalty Marketing Success Story: Citibank Australia (p. 67)
• Measuring Customer Retention (p. 68)
• Developing an Online Loyalty and Retention Strategy (p. 71)
• E-customer Satisfaction Versus E-customer Retention (p. 72)
• Summing It Up (p. 76)
• Action Plan: Customer Service Sensitivity Scorecard Expectation Checklist (p. 77)
• References (p. 78)
• 5. Creating New Markets for Customers with Diverse Needs (p. 80)
• Your E-corporation: Spotting New Opportunities for Old Products and Services (p. 81)
• Selecting E-business Models for Wide-Ranging Customer Needs (p. 84)
• Avoiding the Commoditization Trap (p. 93)
• How Treating Different Customers Differently Can Lead to More Profits (p. 95)
• Loyalty Marketing Success Story: Pitney Bowes (p. 98)
• Using Mass Customization to Create New Markets (p. 99)
• Summing It Up (p. 101)
• Action Plan: Using Customer Information to Uncover Customer Needs and Market Opportunities (p. 102)
• References (p. 104)
• 6. Automating the Customer Loyalty Process (p. 105)
• Why Have an Online Customer Loyalty Program? (p. 106)
• Loyalty and Your E-customers (p. 106)
• Loyalty Marketing Success Story: Guest Net (p. 107)
• Types of Online Customer Loyalty Programs (p. 111)
• Features of Internet-Based Loyalty Programs (p. 111)
• Developing an Online Loyalty Program Action Plan (p. 118)
• Loyalty Marketing Success Story: PlanetRx (p. 121)
• Setting Loyalty Goals and Measuring Your Success (p. 123)
• Summing It Up (p. 125)
• Action Plan: Designing an Online Customer Loyalty Program (p. 126)
• References (p. 129)
• 7. Employee Loyalty in the E-corporation (p. 130)
• Hiring and Keeping the Right Employees (p. 131)
• Pricing Employee Loyalty (p. 132)
• Productivity and the Loyal Employee (p. 133)
• Changing Corporate Culture and the E-corporation (p. 137)
• Keeping E-employees Happy on the Dot-Com Farm (p. 138)
• What Motivates Some E-workers? (p. 141)
• Summing It Up (p. 143)
• Action Plan: Shifting Corporate Cultural Values to Increase Employee Loyalty and Retention (p. 144)
• References (p. 146)
• Part 3 The eCRM Customer Loyalty Infrastructure
• 8. Personalizing Your Marketing (p. 147)
• Customization Versus Personalization (p. 148)
• Loyalty Marketing Success Story: 1-800-FLOWERS (p. 151)
• Loyalty Marketing Success Story: Gloss.com (p. 154)
• Developing a Web Site Personalization Plan (p. 155)
• How to Gather Information for Web Site Personalization (p. 162)
• Computer Applications That Automate Online Marketing (p. 167)
• Summing It Up (p. 173)
• Action Plan: Personalization of a Web Site Planner (p. 173)
• References (p. 177)
• 9. Virtually Selling Everything (p. 178)
• Change the Traditional Channel and Turn Up the Volume on Added Value (p. 179)
• Loyalty Marketing Success Story: American Airlines (p. 181)
• The Point-and-Click Sales Force: Affiliate Programs (p. 183)
• Automated Selling with Internet Portals (p. 189)
• Redefining Sales Force Automation (p. 192)
• Summing It Up (p. 195)
• Action Plan: Evaluating Your Virtual Selling Competitors (p. 195)
• References (p. 197)
• 10. Anticipating Your Customers' Needs (p. 198)
• Designing Your Web Site to Promote Customer Service and Support (p. 199)
• Helping Customers Help Themselves (p. 202)
• Loyalty Marketing Success Story: RS Components (p. 204)
• Selecting the Right Customer Support Application (p. 207)
• Organizing Customer Data to Improve Online Customer Support and Service (p. 209)
• Getting the Message to Your E-corporation (p. 215)
• Loyalty Marketing Success Story: Bose Corporation (p. 216)
• Summing It Up (p. 219)
• Action Plan: Anticipating Customer Needs Checklist (p. 220)
• References (p. 222)
• 11. Online Lead Generation Management, Security, and Privacy (p. 223)
• Data, Data Everywhere (p. 224)
• Loyalty Marketing Success Story: CommVault (p. 228)
• Lead-Generation-Management Solutions (p. 230)
• Providing Security for Your Online Customers (p. 232)
• Protecting Your Online Customers' Privacy (p. 236)
• Overcoming Customer Privacy Concerns (p. 241)
• Summing It Up (p. 243)
• Action Plan: Developing the Framework for Your E-business Privacy Statement (p. 244)
• References (p. 245)
• 12. Reducing Costs and Increasing Customer Loyalty at the Interaction Center (p. 246)
• Zeroing In on Call Centers (p. 247)
• Avoiding High Customer Service Costs with Web-Based Customer Support (p. 249)
• Ringing In the Web (p. 250)
• Loyalty Marketing Success Story: Thomas Cook Global Services (p. 253)
• Checking Out the Capabilities of Interaction Centers (p. 256)
• Examples of Web Sites with Interactive Call Centers (p. 257)
• Budgeting and Planning Your Interaction Center (p. 259)
• Summing It Up (p. 263)
• Action Plan: Evaluating Your Web-Based Customer Service Options (p. 263)
• References (p. 265)
• 13. Increasing Customer Loyalty with Data Mining (p. 266)
• Putting Your Customer Information to Work (p. 268)
• Capturing the Right Data (p. 271)
• Loyalty Marketing Success Story: HomeRuns.com (p. 271)
• Building Your Data Mining Approach (p. 273)
• Segmenting Your Customer Base for Fun and Profit (p. 276)
• Designing Your Data Mining Requirements (p. 279)
• Choosing the Right Data Mining Solution (p. 280)
• Summing It Up (p. 286)
• Action Plan: Focusing on the Issues of Data Mining in Your E-corporation (p. 287)
• References (p. 288)
• 14. Developing eCRM Projects (p. 289)
• Identifying the Elements of Your Internet Transition (p. 290)
• Creating Your E-corporation's Service Delivery System (p. 292)
• Organizing Your E-operating Strategy (p. 294)
• Developing Your eCRM Service Concept (p. 302)
• Targeting E-market Segments (p. 305)
• Summing It Up (p. 306)
• References (p. 307)
• Resource Center (p. 309)
• Glossary (p. 327)
• Index (p. 335)
• About the Author (p. 345)