ABSTRACT
Much of what has been said so far implies ‘getting in touch with’ a target audience, or public. We have considered planning, what tools are available, even which tools are good at which jobs. What we now need to consider is how to build a relationship with a customer, getting them to ascend the ‘ladder of loyalty’ and thereby gaining maximum ‘lifetime value’ from them. e-CRM is one of the most exciting aspects of e-business today – and one of the most challenging and rewarding!
