Information about and insights into how to attract and retain customers are provided in this business manager's reference. Demonstrating that every customer is unique but can be segmented by value, pattern, and buying criteria, this guide discusses why customers defect, how to keep a customer for life, the customer interaction cycle, and how to develop a marketing database. With charts, checklists, and case studies, it shares innovative ideas for customer service and explains how to generate a customer culture through recruitment, training, and promotion. Also included are strategies for conducting customer surveys and opportunities for connecting with customers in the digital age.
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