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The online customer relationship contributes to the lifetime value of customers by reducing acquisition costs, increasing sales, extending the customer life cycle, and strengthening customer retention. For this to happen, the Web site must work for the company and the customer.
Managing the customer relationship requires an understanding of the customer — as an individual - in the context of the market and in the context of the set of experiences associated with the product, its use and the relationships that surround it. And managing the online customer relationship requires successfully competing for customer attention and using it to deliver value. It also requires integration with information sources and relationship opportunities across time and across all channels, and across all contacts with the customer.
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