Podcast Interview: Why advocacy matters to online retailers

Online retailing is the fastest-growing industry segment and many are finding success there, with sales expected to comprise 10 percent of total U.S. retail sales by 2011, up from 7 percent in 2007. But a recent IBM Institute for Business Value study of nearly 2,500 U.S. online shoppers shows that most retailers fall short when it comes to pleasing customers. To reap the financial benefits of customer advocacy, retailers will need to integrate and apply customer insights across all business operations to improve convenience, customer service and the overall online store experience.

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