The Internet is allowing companies to shift their emphasis from customer acquisition marketing to customer retention marketing. An organization's survival depends on giving customers the products and services that they actually want. If a company can't relate electronically with its customers, it will be difficult for that company to survive in the future global market economy. Access to the Internet is directly related to a company's ability to make a profit in the future. The Internet and email can be used as the primary means for communicating with customers, creating relationships, and fostering customer loyalty - which can lead to increased market share.
Marketers can determine customers' preference by gathering information on the Internet.
Since the Internet is interactive, information can be obtained through surveys and questionnaires administered online. Customer feedback mechanisms can be built into Web sites to enhance customer satisfaction and provide insight for improving products and customer service. Loyal patrons can be recognized and thanked through the use of customer tracking systems. Plus members asking them to visit the Web site and evaluate a special fare to Asia. The Internet facilitates interaction between manufacturers and their customers.