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Common Business wisdom suggests it costs up to ten times as much to attract a new customer as it does to retain an existing one, providing the evidence - if it were needed - of the importance of customer loyalty. Organizations are continually looking at ways to identify, nurture and encourage customer loyalty. Part of this paper involves understanding customer expectations and requirements. There are many and varied technologies and methodologies available to build customer insight and understand market sentiment but what many companies today fail to recognize is that customers are already giving them vital, free information on how they feel about them, their products and their services - it's just that nobody seems to be listening.
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