Customer Retention Management: Making the Customer a “Fan”

Christian Homburg (), Heiko Schäfer () and Janna Schneider ()
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Christian Homburg: Universität Mannheim

Chapter 19 in Sales Excellence, 2012, pp 251-269 from Springer

Abstract: Abstract Customer retention is a terrifically hot topic in recent years, and sales management is front and center in the organization in making that happen. Customer retention management refers to the targeted use of various tools to bind selected customers to the firm over the long term. Chapter 12 discusses how to acquire information about customer satisfaction and retention. This chapter discusses the foundations of customer retention management and then considers a detailed examination of select tools of customer retention management which are particularly suited to sales, such as: Customer cards, coupons, clubs, magazines, and virtual communities. Value-added services, and Complaint management

Keywords: Customer Satisfaction; Virtual Community; Club Member; Customer Retention; Card Holder (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-642-29169-2_19

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DOI: 10.1007/978-3-642-29169-2_19

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