jmcadams May 21, 2008 4:36 pm

Building customer loyalty is complex, involving measuring, managing and improving every touchpoint that customers have with an organization. It involves creating a "customer-centric culture" through corporate communication, employee training, best practices, education and certification in the use of products and services, etc. A real commitment to ensuring customer loyalty must include more than simply collecting and analyzing customer data, offering customer incentives, and providing employee recognition and compensation based on customer retention. One information technology that can help create a customer-centric culture is the use of online collaborative communities to provide cost-effective employee training, best practices analysis, customer seminars, etc. Disclaimer: I work for iCohere, Inc., a provider of hosted online communities.