Assessing Customer Loyalty through Relationships
Customer loyalty is often viewed in terms of the strength of the relationship that a brand enjoys with the customer. This is definitely true in mass markets, now termed B2C. However, in the B2B space there is another component that is equally important and that is the relationship between the people involved in the transaction.
Content: Article | Author: N. Ramasubramani | Source: CEO Refresher | Subjects: Customer Related, Marketing / Sales
The Four Percent Solution: Using Complaints to Further Loyalty
Research shows that only 4% of dissatisfied customers ever bother to complain. Others just keep quiet. They may be putting up with an inferior product experience or silently shift to some other brand without a warning. What does this mean to the marketing manager?
Content: Article | Author: N. Ramasubramani | Source: CEO Refresher | Subject: Customer Related