¶ … E-Customer Loyalty: Applying the Traditional Rules of Business for Online Success, by Frederick F. Reichheld, Robert G. Markey, Jr., and Christopher Hopton. Specifically, it will contain a one-page synopsis and two-page critique of the material. E-CUSTOMER LOYALTY

This article goes into detail about what many consumers have known for a long time. The most successful merchants, both online and off, are those who recognize the importance of developing a good relationship with their customers, thereby creating customer loyalty and greater profits for their company. The paper argues that many online merchants do not recognize that many brick-and-mortar business rules still apply to their businesses online. "They often forget that the fundamental rules of successful business still apply" (Reichheld et al. 173). The article goes on to discuss two particular companies foray into e-commerce, and their experience with building a profitable company online. It continues with information on how to build customer loyalty, and identify your customer. It also provides ideas on how to build trust, get to know your customer, and empower your organization to develop great customer relationships.

The authors conclude with the idea that online business faces the same rules of operation as traditional businesses, and satisfied customers are one of the most important assets of any successful business. They also note that the Internet has changed the pace of business, and it causes companies to continually "innovate to stay ahead of competitors in serving their customers" (Reichheld et al. 178). The Internet allows customers from all over...

The paper ends with a short review of Boo.com, the fashion site that went bankrupt, and analyzes a few of the reasons this highly marketed and capitalized site failed. Customer service is still the most important aspect of a business, and this article shows why.
The authors' analysis of customer service and customer loyalty as it applies to online business seems very targeted and focused. Their arguments are logical and well thought out. Personally, I heartily agree that excellent customer service builds loyalty and customers who continually return and spend at stores. As an online shopper, I personally will not return to a web site whose ordering is not secure, is difficult to navigate, or does not respond to my request for additional information on a product or service. One must wonder how many other potential customers are being driven away by the same problems. In the case of Buy.com and Boo.com, the answer was clear - nearly all of them, which is why these two web sites returns were dismal, and they did not succeed.

What is so interesting about the authors' argument is that it makes so much sense, and yet seems to be so sporadically applied in business today, in both brick-and-mortar and online businesses. The current Visa card commercial, featuring a disinterested clerk in a retail shop whose only word is "Yo," seems to be representative of much of customer service available today. While the authors argue this type of service drives customers away, there…