Below are some of his salient points. Instead, we must begin with an assumption that somewhere on the Internet our customers or potential customers are talking to each other. CDnow Online Inc. has found that return visitors buy 150 percent more product than first-time visitors. Developing online communities encourages return visitors. Over the life of a customer relationship, this increases our margins on online customer acquisition costs.
Community encourages loyalty.
What we are selling can become less of a commodity. Often these customers become our knights against complaints and respond in ways far more inspiring than anything we can do.