Marketing
What strategy to adopt to best position yourself against competitors? How to anticipate the changing needs of customers? How to develop the client capital?
The right way to manage unprofitable customers
Some alternatives to try before getting rid of unattractive customers.
Your loyalty program is betraying you
Why aren’t loyalty and profitability systematically correlated?
Customer retention is not enough
Work on the intensity of the relationship as much as its longevity.
What Subscription Business Models Mean for Sales Teams
Andris A. Zoltners, PK Sinha, Sally E. Lorimer
Why Customer Gratitude Trumps Loyalty
Mark Bonchek
Bringing your customers to feel gratitude is the best way to reinforce their loyalty.
Why Customer Participation Matters
Omar Merlo, Andreas B. Eisingerich, Seigyoung Auh
What Experience Would You Like with That?
Theodore Kinni
Consider the entire consumer experience to profoundly impact customers.
Strike the Right Balance Between Service Efficiency and Customer Satisfaction
How to offer service quality aligned to customer expectations at reasonable cost.