E-MailThe Art of Smart: Cultivating Customer Loyalty Through E-Learning
One of the first lessons learned in customer relationship management (CRM) is that we need to make doing business with us painless -- even fun -- to keep our customers coming back. No one likes to feel stupid, and we're likely to scare off any customer who feels intimidated or confused while buying our products or using our services. It's surprising the number of e-commerce sites still out there that browbeat customers with a gauntlet of registration hurdles and customer profile questions before they can make the simplest purchase. I suspect a large percentage of abandoned shopping carts result from this fact alone. We've made great strides in the past year or so in correcting the problem, and by now any CRM initiative that doesn't make customer ease of use one of its highest priorities is doomed to failure. Yet too often the emphasis has fallen heavily on the side of our finding out as much as possible about our customers without expanding their own knowledge as a result of their interactions with us. As our competitors become increasingly adept at basic CRM practices, we'll need to begin to employ creative new techniques for retaining customers. Currently the most promising untapped area is e-learning.
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