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As market demand, such issues as how to acquire new customers and expand business with existing customers are drawing more focus from senior leadership. This paper shows that the ability to create and maintain loyal customer relationships depends on the ability to deliver a relevant customer experience: tailored to specific customer segments and consistent with the brand promise. In a time of economic uncertainty - with customer behavior growing harder to predict and pressure mounting to reduce costs - mastering this ability has become even more critical to staying relevant, competitive and profitable.
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