Attracting and retaining customers

1
• Partner relationship management
(PRM)
• Customer relationship management
(CRM)

CRM consists of sophisticated software and

analytical tools that integrate customer
information from all sources, analyze it in
depth, and apply the results to build stronger
customer relationships

2
The key of CRM – Customer Equity
Three drivers of customer equity
– Value equity
– Brand equity
– Relationship equity

3
Five levels of investment in customer
relationship building
• Basic marketing
• Reactive marketing
• Accountable marketing
• Proactive marketing
• Partnership marketing

4
Adding Social Benefits for attracting and retaining
customers

Adding Structural Ties for attracting and retaining

customers
– Create long-term contracts
– Charge lower price to high volume customers
– Turn product into long-term service

Adding Financial Benefits for attracting and

retaining customers
– Frequency programs (FPs)