E-loyalty: How to Keep Customers Coming Back to Your Website

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E-loyalty How to Keep Customers Coming Back to
Your Website
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What is e-loyalty?

• it is not a tactic.but a STRATEGY
• it is not an applicationbut a PLAN
• it is not a quick fix.but a LONG TERM STRATEGY
• it is not a promotionbut a VALUE PROPOSITION

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E-loyalty Art or Science??
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Loyalty, RM and CRM

• RM use formalized program to build
  relationships, generate higher revenues through
  larger share of wallet.
• Loyalty goal is to take relationship to a
  higher level.
• CRM focuses mainly on science aspects of RM

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What should I do on my website to make my
customers more loyal?
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The dilemma of the web, and why e-loyalty is so
critical

• Information
• Venture capital

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The faith in marketing pretest for e-loyalty

• It is more cost-effective to retain than acquire
  customers
• All customers are not equal and should not be
  rewarded equally
• Loyal customers are more profitable
• It takes two-way communications to build a
  relationship
• Loyalty exists when there is an opportunity cost
  for defection
• Short term loyalty can be bought, long term
  loyalty must be earned.