Obtaining and Retaining Customers - Part I

Customer Acquisition
Laisser un commentaire :
( 16 )
82 pages
Langue:
 English
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.
Ceci est un livre pro
Premier mois gratuit
Abonnement pro gratuit les 30 premiers jours, puis$5.99/mois
 
Acheter le livre :
Zéro pub dans le eBook
Dernière publication
A propos de l'auteur
Description
Content
Reviews

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.

  1. Why do Customers Count?
    1. Changes in the business environment
  2. Developing a Customer Oriented Business
    1. The Customer’s Perception is everything
    2. So why do customers buy?
    3. Measure to Improve
  3. Obtaining Customers
    1. How do we attract customers: Marketing
    2. Obtaining Customers; the sales perspective
    3. Value-based marketing: marketing metrics
    4. Marketing Basics
    5. Understanding needs
    6. Profiling, Segmentation & Targeting
    7. Issues in 21st century marketing
    8. The offer
    9. CRM – Customer Relationship Management
Dealing with diverse age groups, people of diverse cultures and education backgrounds can be such a daunting task. As a community pharmacist, I find the book enlightening.
20 septembre 2017 à 12:36
More reviews