MARKETING FOR KEEPS BUILDING YOUR BUSINESS BY KEEPING YOUR CUSTOMERS

Imparts a detailed strategy focused on keeping customers and getting more of their business. Develops a management planning guide for customer retention including effective methods for service and quality issues. Features the best practices of over 35 North American companies.

Partial table of contents:

Customer Retention: The Key to Growth and Profit.

MOBILIZING THE PEOPLE AND THE ORGANIZATION FOR CUSTOMER RETENTION.

To Know Them Is to Retain Them: Researching Customer Wants and Needs.

Focusing on Your Best Customers: The 80/20 Rule.

Empowered Employees: Your Greatest Asset for Keeping Customers.

Internal Customers: Building Success from the Inside Out.

BUILDING ORGANIZATIONAL COMMITMENT TO CUSTOMER RETENTION.

To Err Is Human: Recovering Lost Customers.

Keeping in Touch: Customer Retention Through Customer Contact.

ORGANIZATIONAL INTEGRATION.

Lead, Follow or Get Out of the Way: Translating the Customer Retention Model Into Management Action.

The Buck Stops on Everyone's Desk: Staff Accountability for Customer Retention.

Recognizing Good Work: Using Employee Incentives for Customer Retention.

What Works Today May Not Work Tomorrow: Adapting Your Customer Retention Strategy.

Epilogue.

Notes.

Index.