Cyberbranding: Brand Building in the Digital Economy

Standing Apart from the Dot-Com Crowd

The previous situations are examples of customer service marathon winners, with brands focusing specifically on the individual experience. This just might be the differentiating factor in e-loyalty. Superior service stands out above all of the dot-com noise, and weeds out the winners from the losers and the boys from the men, so to speak. Excellent service is the key to customer share even when the competition is stiff and varied and the marketing noise is thick with dot-com clutter. Service will always be remembered as a crucial part of the brand experience. Unfortunately, according to the Internet consulting firm Digital Idea, only 10 to 15% of online users would remain loyal to a Web site, feeling a significant ...