Customer Loyalty Techniques and Etiquette

Read the following situation then answer the questions as part of well written essay (250-500 words). Adhere to APA 6th ed. formatting and include sources and citations where appropriate as well as a reference list at the end of your essay.

Jeremy Shepherd is the founder and president of PearlParadise.com, in Los Angeles, California. His jewelry business recognizes the importance of ensuring that customers keep coming back. However, Shepherd is uncertain as to which customer retention techniques he should use to develop a strong foundation for repeat business. The firm’s website has the software capabilities to support customer interaction.

• What customer loyalty techniques would you recommend to Shepherd?
• What information would be appropriate to collect about customers in a database?
• What specific computer-based communication could be used to achieve Shepherd’s goal?
• If you were advising Jeremy, what would you recommend?