The individual Learner Guides can also be used as enhancements to more traditional business courses or to tailor new courses to meet emerging needs.
Instructors can create their own business courses by combining several Learner Guides in the Series to form one-semester or two-semester courses. The 21ST CENTURY BUSINESS SERIES is an innovative instructional program providing instructors with the greatest flexibility to deliver business content using a modular format. In today's hyper-competitive marketplace, no customer retention program can be entirely foolproof, but with this guide gives you today's best methods for winning back those customers you simply can't afford to let go.īut in this ground breaking book, Jill Griffin and Michael Lowenstein provide you with step-by-step solutions for winning back lost customers, saving customers on the brink of defection, and making your firm defection proof.Ģ1st Century Business: Customer Service, Student Edition It includes the techniques of hundreds of innovative companies who are already working to recapture lost customers and keep them loyal. Whether your business is small or large, product- or service-based, retail or wholesale, this book offers proven strategies for recognizing which lost customers have the highest win-back value and implementing a sure-fire plan to recover them. But in this ground breaking book, Jill Griffin and Michael Lowenstein provide you with step-by-step solutions for winning back lost customers, saving customers on the brink of defection, and making your firm defection proof. Most firms consider the lost customer a lost cause.
Rather than the marketer trying to sell, the role of the marketer is to help customer buy.Ĭustomer Winback How to Recapture Lost Customers-And Keep Them Loyal This text takes a different view-that the marketer and the customer build the ongoing brand value together. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service. Its customer-centric media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. Building Customer-Brand Relationships is themed around the four key elements marketing communicators use in developing programs-audiences, brands, delivery, and content-but provides an innovative approach to marketing communications in the push-pull marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or pull media of Internet, mobile communications, social networks, and more. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. To do that, a customer view is vital and customer insight is essential. Rather than the marketer trying to sell, the role of the marketer is to help customer buy.
The authors review models that can increase customer equity by optimizing each of its drivers - customer acquisition, customer retention, and add-on selling.Īlmost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects.
Customer Equity is important reading for marketing managers, marketing researchers, scholars and students." The authors review models that can increase customer equity by optimizing each of its drivers - customer acquisition, customer retention, and add-on selling. improve the productivity of CRM platforms by providing frameworks, tools and metrics Customer Equity reviews current models, offers a typology, and examines the fundamental question of whether a customer equity orientation can put a firm in a competitive advantage to other firms.
provide a customer focused approach for measuring firm value. understand the connection between budgets, metrics and financial performance. allocate marketing spending for long-term profitability. Customer Equity Measurement, Management and Research OpportunitiesĬustomer Equity can help management.