Doing business on the world wide web has never been more popular, but the key to successful e-commerce has quickly proven to be retaining customers, not just attracting them. But the rules for building loyalty online are different than traditional concepts.
Top customer loyalty consultant Ellen Reid Smith offers a step-by-step guide to creating and managing highly effective online loyalty and retention strategies. Using the Internet's leading companies as examples, Reid Smith takes readers from the early stages of implementing loyalty marketing programs all the way through budgeting and evaluating their impact. The techniques in this book can be applied by companies of any size - from the Fortune 500 companies that Reid Smith advises to a one person Internet start-up.