| Preface | p. ix |
| Acknowledgments | p. xv |
| e-Loyalty: What It Is and Isn't | |
| Where e-Loyalty Marketing Got Its Start | p. 3 |
| Call It What You Like, but It's All About Loyalty | p. 5 |
| Implementing e-Loyalty Applications Does Not Constitute e-Loyalty | p. 10 |
| The Youthfulness of e-Marketing Terms Inspires and Misleads | p. 12 |
| Why e-Loyalty Is the Rage | p. 15 |
| The Really Scary Part | p. 18 |
| What Generates e-Loyalty? | p. 19 |
| Humanizing Digital Loyalty in an e-Crazed World | |
| Buying into the Loyalty Mantra | p. 31 |
| The Seven Steps to Designing an e-Loyalty Strategy | p. 34 |
| Clearly Establish Your Goals and Objectives | p. 34 |
| Identify the Customers You Want to Be Loyal | p. 41 |
| Develop Your Website Around an Intelligent Dialogue | p. 66 |
| Design Your Website for Your Most Valuable Customers, Not Your Average Customers | p. 90 |
| Formalize an e-Loyalty Program for Your Most Valuable Customers | p. 110 |
| Persuade Your Customers to Want a Relationship | p. 148 |
| Constantly Improve e-Loyalty by Listening and Measuring | p. 156 |
| Making e-Loyalty a Reality for Your Website | |
| Developing an Implementation Plan for e-Loyalty | p. 177 |
| Develop and Test e-Loyalty Concepts to Finalize Your e-Loyalty Strategy | p. 180 |
| Develop an Initial Business Case to Test the Details of Your Program Concept | p. 182 |
| Create a Customer Contact Plan | p. 183 |
| Develop a Partner Strategy | p. 185 |
| Determine Resources Required, Best Sources and Associated Costs | p. 194 |
| Finalize the Program Forecasts and Budget | p. 196 |
| Adopt an Extended ROI to Justify and Defend Your Budget | p. 197 |
| Develop a Plan for Measuring Success | p. 206 |
| Develop a Viable Timeline with Implementation Leaders | p. 209 |
| The Four Biggest Challenges in Implementing an e-Loyalty Program | p. 211 |
| Integrating e-Loyalty and Adopting It as a Business Goal | p. 212 |
| Gaining Consensus and Garnering Support | p. 214 |
| Maintaining a Customer Lifetime Value Focus | p. 218 |
| Appropriating the Funding and Resources Required | p. 221 |
| Critical Website Design Factors and Some Great Examples | |
| The Basics of Website Usability | p. 227 |
| The Ten Most Important Web Design Concepts to Master for e-Loyalty | p. 232 |
| Make Your First Impression Count | p. 234 |
| Make It Simple to Solve Problems | p. 240 |
| Design for Your Best Customers | p. 244 |
| Create Value and Engender Trust | p. 248 |
| Include Features That Start and Continue the Dialogue | p. 251 |
| Seize Every Opportunity to Build Community | p. 254 |
| Deliver All Parts of the Sales Cycle or Subject Covered | p. 257 |
| Provide the Best Service You Can Afford | p. 260 |
| Make It Easy to Recommend Your Site | p. 264 |
| Create an Opportunity Cost for Defection | p. 267 |
| Final Thoughts | |
| The e-Loyalty Process Shouldn't Be Overwhelming | p. 273 |
| Resources to Get You Started | p. 275 |
| The e-Loyalty Website as a Resource | p. 277 |
| The Future of e-Loyalty | p. 278 |
| Index | p. 281 |
| Table of Contents provided by Syndetics. All Rights Reserved. |