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Reckons that success in e‐commerce or e‐business means companies' strategy must be to use 50% of their technology budget on customer nurturing. Highlights eight factors for success which companies should take: find out who customers are and target them; look after every stage of the customer's experience; streamline the processes that the customers touch; ensure employees have relevant customer information; make self‐service quick and easy for customers; understand business customer's needs; personalize service; and create community by nurturing a customer base sharing common interests. Employs a shaded panel highlighting American Airlines; Boeing; and Tripod showing how they use the World Wide Web to their advantage.