TABLE OF CONTENTS By the end of this chapter you should:
be clear about the importance of retaining customers;
understand the balance between attracting, retaining and increasing the business you get from customers;
have a detailed understanding of the role of customer relationship management (CRM) in each of the stages of the 'ladder of loyalty';
be clear about the issues affecting CRM for both long and short repeat purchase cycle products and services;
understand the role of technology in CRM.
Much of what has been said so far implies 'getting in touch with' a target audience or public. We have considered planning, what tools are available, even which tools are good at...
