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How can companies attract and retain the right customers and cultivate strong customers relationships?

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Sameer Mathur
Sameer Mathur

Kotler Chapter-4

Marketing
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Creating Customer Value and Customer Relationships
What is Customer Relationship Management? CRM is the process of carefully managing detailed information about individual customers and all customer touch points to maximize customer loyalty
Concepts for Personalization One-to-one marketing Permission Marketing
Permission Marketing….. The practice of marketing to consumers only after their expressed permission
Identify prospects and customers Differentiate customers by needs and value to company Interact to improve knowledge Customize for each customer One-to-One Marketing
Attracting and Retaining Customers Reduce the rate of defection Enhance share of wallet Terminate low-profit customers Focus more effort on high-profit customers Reduce the rate of defection
Marketing Funnel
What is Loyalty? Creating a strong tight connection to a customer for long-term marketing success
Interacting with Customers Developing Loyalty Program Creating Institutional Ties Win Backs Building Loyalty
-Kanishk Chaturvedi

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