To read this content please select one of the options below:

From lip service to reality!

The Antidote

ISSN: 1363-8483

Article publication date: 1 February 2000



Reckons that success in e‐commerce or e‐business means companies' strategy must be to use 50% of their technology budget on customer nurturing. Highlights eight factors for success which companies should take: find out who customers are and target them; look after every stage of the customer's experience; streamline the processes that the customers touch; ensure employees have relevant customer information; make self‐service quick and easy for customers; understand business customer's needs; personalize service; and create community by nurturing a customer base sharing common interests. Employs a shaded panel highlighting American Airlines; Boeing; and Tripod showing how they use the World Wide Web to their advantage.



Kippenberger, T. (2000), "From lip service to reality!", The Antidote, Vol. 5 No. 1, pp. 18-21.




Copyright © 2000, MCB UP Limited

Related articles