E-Business

For online retailers, where the interaction between a business and a customer is interceded by network technologies, competition is never any further than one "click" away. This makes customer loyalty more complicated to achieve and is extremely critical to business survival. The tools that an e-business has to drive customer loyalty largely depend on its Web site's functionality and design.

Online retailers should:

- Build and protect brand equity through consistent and exceptional performance of Web channels

- Capitalize on investments in marketing campaigns--and the online storefront itself--by ensuring that Web infrastructures are ready to handle expected user loads

- Grow revenue and market share by attracting shoppers with rich, sophisticated value-added online services

- Gain greater insight into customer buying behavior and cater to high-value clients

- Take advantage of an outsourced service-delivery model to prioritize and resolve issues based on end-user impact, resulting in effective management of operational costs (Keynote, 2007).

Retailers must guarantee a high-quality, rich and brilliant user experience every single time so that hey are able to improve conversion rates and reduce abandon¬ment rates. They must ensure that their Web sites perform exceptionally all the time to ensure that their web functions and their marketing strategy generate the desired effects of converting browsers to buyers while attracting customers from their competitors at the same time turning in-store shoppers to online shoppers. By utilizing service-level management (SLM) will help retailers ensuring that online customers receive the best possible experience through