This story appears in the
January 2001 issue of
Entrepreneur.
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For an easy-to-understand look at the world of electronic
customer relationship management (eCRM) in today's Internet
economy, look no further than Loyalty Marketing for the Internet Age
(Dearborn Trade, $25.95) by Kathleen Sindell. This comprehensive
guide to the sometimes confusing subject of eCRM provides clear
instruction, success stories and action steps. Instead of using
jargon or "geek speak," this book offers a clear
understanding of how to get customers to return to your Web site
again and again. The book is divided into three parts: an
introduction to eCRM practices on the Web, which explains why
customer loyalty is more important now than ever before; the eCRM
Customer Loyalty Business Process, which illustrates how you can
measure customer retention and develop an online loyalty and
retention strategy; and, finally, the eCRM Customer Loyalty
Infrastructure, which shows you how to personalize your marketing
efforts and gather customer information.
Melissa Campanelli is a technology writer in Brooklyn, New
York, who has covered technology for Mobile Computing &
Communications and Sales & Marketing Management
magazines. You can reach her at mcampanelli@earthlink.net.