INMA_A01.QXD

5 How can you create packages or offers based on combining offers from two or more

affinity partners?

6 What price, delivery, financing or incentives can you afford to offer to friends (or col-

leagues) that your current customers recommend?

7 What types of incentives or rewards can you afford to provide customers who recom-

mend friends (or colleagues) who make a purchase?

8 How can you best track purchases resulting from word-of-mouth recommendations

from friends?

Customer experience – the missing element required for

customer loyalty

We have in this chapter shown how delivering relevant timely communications as part

of permission marketing is important to developing loyalty. However, even the most rel-

evant communications will fail if another key factor is not taken into account – this is

the customer experience. If a first-time or repeat customer experience is poor due to a

slow-to-download difficult-to-use site, then it is unlikely loyalty from the online cus-

tomer will develop. The relationship between the drivers of customer satisfaction and

loyalty is shown in Figure 6.16. In the next chapter we review techniques used to help

develop this experience.

CHAPTER 6· RELATIONSHIP MARKETING USING THE INTERNET

Figure 6.16The relationship between service quality, customer satisfaction

and loyalty

Online

service quality

Core and extended

product

offer

Offline

service quality

Expectations met

Customer

loyalty

Communications enhancing brand

and prompting repeat purchases

Service and offer

quality maintained

Customer

satisfaction

Customer

satisfaction

drivers

Customer

loyalty

drivers

Customer expectations of service

Customer experience of service

Quality of

customer

experience