The core CRM processes are customer acquisition, customer retention and customer development. Together, they make up the customer lifecycle. The processes of customer retention and development are the focus of this eBook.
1 what is meant by the term ‘customer retention’
2 the economics of customer retention
3 how to select customers to target for retention
4 the distinction between positive and negative customer retention
5 several strategies for customer retention, including meeting and exceeding customer expectations, finding new ways to add value, creating social and structural bonds, and building emotional commitment
6 the role of customer development
7 why and how customers are ‘sacked’.