Marketing for Keeps: Building Your Business by Retaining Your Customers

Imparts a detailed strategy focused on keeping customers and getting more of their business. Develops a management planning guide for customer retention including effective methods for service and quality issues. Features the best practices of over 35 North American companies.

Spis treści:
Partial table of contents:
Customer Retention: The Key to Growth and Profit.
MOBILIZING THE PEOPLE AND THE ORGANIZATION FOR CUSTOMER RETENTION.
To Know Them Is to Retain Them: Researching Customer Wants and Needs.
Focusing on Your Best Customers: The 80/20 Rule.
Empowered Employees: Your Greatest Asset for Keeping Customers.
Internal Customers: Building Success from the Inside Out.
BUILDING ORGANIZATIONAL COMMITMENT TO CUSTOMER RETENTION.
To Err Is Human: Recovering Lost Customers.
Keeping in Touch: Customer Retention Through Customer Contact.
ORGANIZATIONAL INTEGRATION.
Lead, Follow or Get Out of the Way: Translating the Customer Retention Model Into Management Action.
The Buck Stops on Everyone′s Desk: Staff Accountability for Customer Retention.
Recognizing Good Work: Using Employee Incentives for Customer Retention.
What Works Today May Not Work Tomorrow: Adapting Your Customer Retention Strategy.
Epilogue.
Notes.
Index.