Transcription of Chapter 9 Managing the customer lifecycle: …
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Chapter 9 Managing the customer lifecycle: …
Managing the customer lifecycle : customer retention and development Chapter 9 2558/4/2008 5:00:03 PM8/4/2008 5:00:03 2568/4/2008 5:00:04 PM8/4/2008 5:00:04 PM Chapter objectives By the end of this Chapter , you will understand: 1. what is meant by the term customer retention 2. the economics of customer retention 3. how to select which customers to target for retention 4. the distinction between positive and negative customer retention 5. several strategies for improving customer retention performance 6. several strategies for growing customer value 7. why and how customers are sacked . Introduction The customer lifecycle is made up of three core customer management processes: customer acquisition, customer retention and customer development.
Managing the customer lifecycle: customer retention and development 261 Economics of customer retention There is a strong economic argument in favour of customer retention,
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