Is there value in a Repeat Customer?
Why is it that although every marketing book / article I’ve ever read tells me with authority that it costs 5 (or more!) times as much to get a new customer as to sell to an existing one, so few...
View ArticleCustomer Loyalty – is there a Right Kind?
Image by 33 Interactions via Flickr We talk a good deal about customer loyalty nowadays, but do we really understand it and know how to gain it? The “1 to 1” gurus, Peppers & Rogers, define three...
View ArticleService – the Quick Way to Kill a Brand
I took my car for a service this morning – an experience that once again underscored just how easy it is to chase customers away and kill your brand. Some background – I currently live in Dubai in the...
View ArticleNot Really a Global Economy
Image by William Hook via Flickr The news continues to be full of stories around the Global Economy and how companies increasingly operate independent of national boundaries – so that one could be...
View Article“The Lifetime Value of Customer” Concept
Is the AA’s approach to customers old-fashioned? Image via Wikipedia Well, we survived October unscathed (although it remains to be seen if Ireland will drag the whole of Europe down) and am now...
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