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The document discusses the importance of customer retention for businesses. It notes that customer retention is more important now due to stagnating markets, increased competition, and rising marketing costs. Retaining customers provides multiple benefits including increased profits from continued sales, reduced operational costs, and potential referrals. The document then outlines various customer retention tactics and programs businesses can implement, such as relationship marketing and service guarantees.

Business
1 of 21
C hapter 15 C ustomer R etention
CUSTOMER RETENTION ,[object Object],[object Object],[object Object]
THE INCREASING IMPORTANCE OF CUSTOMER RETENTION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THE INCREASING IMPORTANCE OF CUSTOMER RETENTION ,[object Object],[object Object],[object Object],[object Object],[object Object]
THE BENEFITS OF CUSTOMER RETENTION ,[object Object],[object Object],[object Object],[object Object],[object Object]
How Much Profit a Customer Generates Over Time Source: Adapted from Frederick F. Reichheld and W. Earl Sasser, Jr., “Zero Defections: Quality Comes to Services,” Harvard Business Review (September-October 1990, pp. 106-107.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CUSTOMER RETENTION TACTICS
CUSTOMER RETENTION TACTICS ,[object Object],[object Object],[object Object],[object Object]
IS IT ALWAYS WORTHWHILE TO KEEP A CUSTOMER? ,[object Object],[object Object],[object Object],[object Object],[object Object]
EMERGING CUSTOMER RETENTION PROGRAMS ,[object Object],[object Object]
COMMENTS ABOUT FREQUENCY MARKETING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
EMERGING CUSTOMER RETENTION PROGRAMS ,[object Object],[object Object],[object Object],[object Object],[object Object]
TYPES OF SERVICE GUARANTEES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THE BENEFITS OF GUARANTEES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THE BENEFITS OF GUARANTEES ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],THE BENEFITS OF GUARANTEES
[object Object],[object Object],[object Object],[object Object],[object Object],RISKS ASSOCIATED WITH GUARANTEES
[object Object],[object Object],[object Object],[object Object],[object Object],SUGGESTED CONDITIONS FOR OFFERING SERVICE GUARANTEES
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CUSTOMER DEFECTIONS
SATISFACTION & DEFECTIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SATISFACTION & DEFECTIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Ch15

  • 1. C hapter 15 C ustomer R etention
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  • 6. How Much Profit a Customer Generates Over Time Source: Adapted from Frederick F. Reichheld and W. Earl Sasser, Jr., “Zero Defections: Quality Comes to Services,” Harvard Business Review (September-October 1990, pp. 106-107.
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