The ability to build long-term relationships with customers 6. It isn t just the number of visits, you also need to capture 100 percent of what the customer is spending in your category. They re navigating the offerings of your rival. There s little loyalty online because it s so easy to move, Kaldor notes, a factor he believes makes determining who your loyal customers are and measuring the degree of their loyalty particularly difficult. Kaldor says the key to creating online loyalty is understanding how easy it is for people to switch.
Proprietary panels is a key tool in educating online marketers about their customers.
At Greenfield Online, a fluid core database of over a million U.S. households is maintained for research, according to Gail Janensch, director of corporate communications. Panel members volunteer to participate by filling out an extensive 70-field online form asking very personal demographic information including individual and household income. The carrot for these volunteers to sign on is not just the product discounts or small gifts offered in exchange for their time and input, but the chance to have their opinions matter. However, Janensch cautions that compensation deliberately is kept small. Working with Forrester Research, Greenfield draws upon its extensive user base to fashion custom panels for its clients.