What Works

• Getting customers to respond to you on the Web

• Creating premier pages for your best business customers

• Providing customer service information free on the Web

• Determining the lifetime value of your customers and using it to evaluate your marketing strategy

• Determining the next best product for each customer and putting it in the database for your employees to see and use

• Learning the retention rate for each of your customer segments and working to improve it

• Sending email communications to customers who have asked for them

• Using cookies to recognize and greet customers when they come to your Web site

• Using risk/revenue analysis to concentrate your marketing resources on customers whose behavior you need to modify