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  • ISBN: 9780066620701
  • ISBN10: 0066620708

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

by Smith, Ellen Reid

  • List Price: $26.00
  • Binding: Hardcover
  • Publisher: HarperBusiness
  • Publish date: 01/01/2008
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Description: 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, Healtheatre.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-Loyalty, 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.

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