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Obtaining and Retaining Customers - Part II

Customer Retention

Obtaining and Retaining Customers - Part II
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ISBN: 978-87-403-0516-6
1 edition
Pages : 48
Price: Free

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Summary

To survive and prosper in today’s competitive environment, irrespective of the type of business concerned, a focus on the needs of the customers is paramount

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About the book

  1. Reviews
  2. Description
  3. Content
  4. About the Author

Reviews

Nelson Sikerete ★★★★★

This is a great book that will help me with my clients.

Description

At the heart of this book is the belief that to survive and prosper in today’s competitive environment, irrespective of the type of business concerned, a focus on the needs of the customers is paramount – if customer don’t get what they want, they go elsewhere and with the contemporary digital environment, going elsewhere has never been easier to do.

As such customer retention has grown to be a strategic issue for organisations. Peters (1989) in Thriving on Chaos, puts it succinctly;

“It boils down to this: when you build a plant, it starts depreciating the day it opens. The well-served customer, on the other hand, is an appreciating asset. Every small act on their behalf ups the odds for repeat business, add-on business and priceless word-of-mouth referral.”

This book looks at the techniques that have emerged as a result of this type of thinking, and whilst there is attention giving to attracting – “Obtaining” – customers the emphasis is squarely on retaining and growing customers.

Content

4 Retaining Customers

The Economics of loyalty

Customer Equity – The new measure of value

How do you build Customer Equity?

Customer relationships

Dimensions of service quality

Why RFM?

5 Growing Customers

Bibliography

About the Author

Andrew Whalley, Teaching Fellow in Marketing at Royal Holloway
http://www.rhul.ac.uk/management/staffdirectory/teaching-fellows/andrew-whalley.aspx

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