Chapter 9 Managing the customer lifecycle: customer ...

Chapter 9 Managing the customerlifecycle: customerretention anddevelopmentChapter objectivesBy the end of the Chapter , you will understand:1 what is meant by the term customer retention 2 the economics of customer retention3 how to select customers to target for retention4 the distinction between positive and negative customer retention5 several strategies for customer retention, including meeting and exceeding customerexpectations, finding new ways to add value , creating social and structural bonds, andbuilding emotional commitment6 the role of customer development7 why and how customers are sacked .IntroductionThis is the second of the three chapters that look at the critical issues ofprocess and structure for customer relationship management (CRM)implementation.

Managing the customer lifecycle is the last primary stage of the CRM value chain (Fig. 9.1). We propose that the major strategic role of CRM is to manage a company’s relationships with customers though three stages of the customer lifecycle: customer acquisition, customer retention and cus-tomer …

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  Customer, Value, Metro, Managing, Cus tomers

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