Customer retention is not enough
Work on the intensity of the relationship as much as its longevity.
Publisher: McKinsey Quarterly, mai 2002
Date of publication: 2002
Synopsis
This article is one of the sources used in Manageris’ synopses:
A second look at loyalty programs under the microscope
Loyalty programs can be a powerful performance driver, but not at any price! How to preserve margins by distinguishing between profitable and unprofitable customers in order to retain the former, but not the latter?
170b – Synthèse (8 p.)
Customer retention