For around 20 years, the focus in marketing has increasingly shifted in the direction of customer loyalty. Companies have realised that, at times, the acquisition of a new customer is several times costlier than preventing churn.
But how to create customer loyalty?
The following questions are especially relevant here:
Who are my best customers?
How can I prevent my customers from drifting away to competitors?
At what instances should I communicate with my customers after the sales?
Which after sales services can I offer to my customers? ("After Sales Services")
How do I respond to dissatisfaction? (Complaints Management)
High requirements are imperative even for the selection of the correct tool for customer loyalty:
