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Come In- I’ve Been Expecting You

Cheap personalization tools make every site visitor feel like an audience of one. The trick is to approach your customers as segments: ones small enough to suggest customization but not so minuscule that you need a bunch of software to manage them.

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A Fine and Private Page

You don’t need to book an expensive extranet to give site visitors rooms of their own. Instead, create Web pages with addresses given only to those who need to know.

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Personalization and Privacy in Perspective

Worried about privacy? You should be. Worried about how to use personalization? No problem: Respect the customer. The fact is, if you treat people with respect, you can sell them more stuff.

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Customer Interface: Do You Know Me?

Your visitors want to feel that you’re guiding them, not stalking them. How much information do you let them know you know? The first rule of Etrust is disclosing what information you are gathering and how you are going to use it.

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Customer Interface: Getting Personal

If you’re really after loyalty, you’ll make your Web site over– one customer at a time. Using cookies to recognize your visitors can bring that personal touch and added value.

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