The document discusses strategies for companies to cultivate strong customer relationships and retain customers. It outlines several approaches such as understanding customer retention, managing the existing customer base to build loyalty, creating institutional ties, implementing win-back programs, using customer relationship management focusing on touchpoints to increase loyalty, and empowering customers through personalized marketing, permission marketing, reviews, and recommendations. The document was created by Yash Akshay Reddy during an internship under Professor Sameer Mathur of IIM Lucknow.

1. Cultivating strong
customer
relation-
ships

2. How can companies
attract or retain the right
customers??

3. Reduce
Defection

4. Understand
Retention

5. Manage Your Customer
Base

6. Build Loyalty

7. Create Institutional Ties

8. Win-Backs

9. Customer Relationship Management
(CRM)

10. Focuses on customer ‘touc
points’ to increase loyalty

11. Personalized marketing

12. Permission Marketing

13. Customer
Empowerment

14. Customer review and
recommendation

15. Created by Yash Akshay Reddy, SVC
during an internship
By Prof. Sameer Mathur, IIM Luckno
www.IIMInternship.com