This eBook looks at the critical issues of process and structure for customer relationship management (CRM) implementation. 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
What is customer retention?
Economics of customer retention
Which customers to retain?
Strategies for customer retention
Context makes a difference
Key performance indicators of customer retention programmes
The role of research
Strategies for customer development
includes case: Boots the chemist, Korea Telecom, Tesco and Vodafone