Recommended Books
Below are books that we recommend because each of these authors understands e-loyalty strategy and each excels in a particular component of e-loyalty strategy.
PERMISSION MARKETING: TURNING STRANGERS INTO FRIENDS, AND FRIENDS INTO CUSTOMERS
by Seth Godin, Don Peppers
Seth Godin, one of the world's foremost e-marketers, wrote a book on one of the fundamental principles of e-loyalty: you have to have permission to start a relationship. Once a customer volunteers his or her time, you're on your way to establishing a long-term relationship and making a sale.
UNLEASHING THE IDEAVIRUS
by Seth Godin, Malcolm Gladwell
Taking up where his previous book Permission Marketing left off, Godin explains how ideaviruses have been launched by companies such as Napster, Blue Mountain Arts, GeoCities, and Hotmail. With great handles such as "sneezers" (influential people who spread them), "hives" (populations most willing to receive them), and "smoothness" (the ease with which sneezers can transmit them throughout a hive) you'll enjoy this book as much as value it.
E-SERVICE: 24 WAYS TO KEEP YOUR CUSTOMERS WHEN THE COMPETITION IS JUST A CLICK AWAY
by Ron Zemke, Tom Connellan, Thomas K. Connellan
This book is packed with ideas and solutions that readers can implement immediately. E- Service explains how to: manage the customer's psychological experience; capture the right buyers--the ones who provide true profit--and earn their iron-clad trust; recover from mistakes in a way that retains at-risk customers and turns them into advocates; and design home pages, order forms, and other visual elements that attract users rather than frustrate them.
THE LOYALTY EFFECT: THE HIDDEN FORCE BEHIND GROWTH, PROFITS AND LASTING VALUE
by Frederick F. Reichheld, Thomas Teal
Contributor Reichheld, THE guru of loyalty ROI, analyzes not only employee but also customer and investor loyalty and demonstrates the measurable results that strong loyalties have on corporate profits. Reichheld proves why traditional accounting systems do not show the "loyalty effect" and offers gauges that do.
THE CLUETRAIN MANIFESTO: The End of Business As Usual"
by Christopher Locke, Rick Levine, Doc Searls, David Weinberger
This book will teach you how to carry on an intelligent conversation with your customers. It is the quintessential guide to writing for customers in a language that humanizes digital loyalty and builds relationships. Required reading for all web writers and all ad agencies.
CUSTOMER LOYALTY: HOW TO EARN IT, HOW TO KEEP IT
by Jill Griffin
Studies show that customer satisfaction does not equate with continued sales--it is the loyal customer who resists the competitor's tempting offers. This pragmatic guide outlines a savvy, seven-step process for turning prospects into customers and customers into loyal advocates.
CUSTOMERS.COM: HOW TO CREATE A PROFITABLE BUSINESS STRATEGY FOR THE INTERNET & BEYOND
by Patricia B. Seybold, Ronni Marshak (Contributor)
Lots of books have been written about how to do business on the Internet, but few can match the understanding and passion for making e-commerce work of Patricia Seybold's Customers.com. Patricia is an e-loyalty guru because she understands that any e-commerce initiative has to begin with the customer.
WEB PAGES THAT SUCK : LEARN GOOD DESIGN BY LOOKING AT BAD DESIGN
by Vincent Flanders, Michael Willis
Unless you're abnormally gifted, the best way to learn a craft thoroughly is to learn not only its central tenets but also its pitfalls. This book teaches Web design by pointing out ugly, misguided, and confusing sites--any site that fails to deliver good graphics and clear, well-focused content. You can't have e-loyalty with a site that sucks and these authors will help you avoid that.
INTERNET WORLD GUIDE TO ONE-TO-ONE WEB MARKETING
by Cliff Allen, Deborah Kania, Beth Yaeckel
This comprehensive guide aims to help you successfully apply one-to-one marketing principles--developing secure relationships with customers--on the Internet. The book wades through all of the current interactive technologies--animation, 3-D, video, audio--and helps you distinguish what is useful to your site and what is just hype.
THE ENGAGED CUSTOMER : The New Rules of Internet Direct Marketing
by Hans Peter Brondmo
In
The Engaged Customer, direct marketing expert, Hans Peter Brondmo, walks you through the delicate web of successful email marketing that builds service relationships that the customer values. This book strategically guides you through the development and implementation of a successful email program using lots of real-life examples and practical advice along the way.
