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Importance Of Retention

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The document discusses the importance of customer retention for businesses. It notes that customer retention focuses on current customers rather than acquiring new ones. Retaining customers is more profitable for businesses as it costs less than acquiring new customers and reduces operation costs. The document also outlines various customer retention tactics and programs that businesses can implement such as frequency marketing, relationship marketing, and service guarantees.

Economy & FinanceBusiness
1 of 21
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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Importance Of Retention

  • 1. C ustomer R etention
  • 2.
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  • 4.
  • 5.
  • 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.
  • 7.
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