Trends Report

Beyond Sales: Driving eBusiness With Engagement

eBusiness And Channel Leaders: Prepare A Shift To New Customer Metrics To Succeed In 2009

May 15th, 2009
Carrie Johnson, Chief Product Officer
Carrie Johnson Chief Product Officer
With contributor:
Kate van Geldern

Summary

Will there ever be a shift away from the prevailing maniacal goal of increased sales online as a measure of success for eBusiness? Yes — and it's happening now. In Q1 2009, we surveyed members and prospects of our eBusiness And Channel Strategy Professional Research Panel to ask a series of questions around the ongoing importance of various metrics for their online organizations. We found that, especially in light of the global recession, the Web takes on increased emphasis, but for the first time in years, the emphasis is on engaging and keeping current customers over simply acquiring them.

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