Americanwebcross is a B2B website that specializes in website optimization and design. As far as relationship building, the only technique used is a small survey at the bottom of their contact page that asks about interests. This is probably to customize newsletters/emails in some way. Even so, this can only be found by already deciding to request their services. There is very little CRM involved with this website.
Eastbay is a B2C website that sells athletic apparel, sneakers, and accessories. Unlike the B2B site I mentioned, Eastbay has many good techniques to build relationships. On the home page, there is a place to enter your email address or phone number in order to receive special offers and discounts. On the same page, there are also links that direct to customer service and website comments. There is also a contest called “Sign-in To Win!” where registered users need only sign in daily to participate in a drawing for a pair of sneakers. On the customer service page, there are links that allow for account customization and order tracking information.
The difference between these websites is night and day. The B2C site focuses on building relationships with the customer, while the B2B site (which is ironically dedicated to good site building) has absolutely no focus on these relationships.
I do not reply or access the emails that I receive from websites/stores, but the initial action that adds me to their mailing list is always the same: An online order. Soon after that purchase, I receive emails will all sorts of coupons and discounts. This is a very good way to keep me returning to the site. They can then customize the information that they send in the next batch of emails. They are learning about what will get me to place another order or visit the site (if I return right after discount emails) and also what things I am interested in receiving more information about.