베인은 홈페이지 기능 및 성능 개선을 위해 쿠키를 사용합니다. 이와 관련된 더 많은 정보는 개인정보 메뉴에서 확인하실 수 있습니다. 이 웹사이트를 계속 사용하시면 쿠키 사용에 동의하신 것으로 간주됩니다. 

Harvard Business Review

E-Loyalty: Your Secret Weapon on the Web

E-Loyalty: Your Secret Weapon on the Web

The unique economics of e-business make customer loyalty more important than ever.

  • 읽기 소요시간

Article

E-Loyalty: Your Secret Weapon on the Web
en

The full version of this article is available on Harvard Business Online (subscription required).

The Idea in Brief

Think that price rules the Web? It doesn’t. Long-term e-commerce profit hinges on customer loyalty. And customer loyalty rests on the traditional twin pillars of superior customer experiences and repeat purchases by your most profitable buyers.

These two pillars must be even stronger to support e-businesses. Why? Consider this: The average Web site achieves only 30% of its sales potential. Most e-businesses spend gobs of money building sites and attracting thousands, millions, of visitors. But the majority of those “eyeballs” don’t come back often enough for companies to recoup investments. In fact, over 50% of customers stop visiting completely before their third anniversary.

But here’s the good news: By retaining a mere 5% more customers, e-companies can boost profits by 25–95%—through the simple economics of loyalty. Acquiring e-customers is so expensive (20–30% higher than traditional businesses) that those customers remain unprofitable for at least two to three years. But if you can keep them loyal, their profitability accelerates much faster than in traditional businesses. It costs you less and less to service them. And they buy more and more.

Customers are especially grateful to find a trustworthy site in the bewildering vastness of the Internet. Not only do they “stick” to those companies, they also tell their colleagues and friends about them. And because “word of mouse” spreads faster than “word of mouth,” these referrals draw hoards of new customers—at no additional cost.

Read the full article on Harvard Business Online.

Bain Book

The Loyalty Effect

Learn more about how to evaluate and prioritize the various investments necessary to create superior loyalty.

태그

베인에 궁금하신 점이 있으신가요?

베인은 글로벌 리더들이 중요한 이슈를 해결하고 기회를 놓치지 않도록 지원합니다. 고객사와 협력하여 지속되는 변화와 성과를 창출합니다.