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Customer Retention Management: Making the Customer a “Fan”

In: Sales Excellence

Author

Listed:
  • Christian Homburg

    (Universität Mannheim)

  • Heiko Schäfer
  • Janna Schneider

Abstract

Customer retention is a terrifically hot topic in recent years, and sales management is front and center in the organization in making that happen. Customer retention management refers to the targeted use of various tools to bind selected customers to the firm over the long term. Chapter 12 discusses how to acquire information about customer satisfaction and retention. This chapter discusses the foundations of customer retention management and then considers a detailed examination of select tools of customer retention management which are particularly suited to sales, such as: Customer cards, coupons, clubs, magazines, and virtual communities. Value-added services, and Complaint management

Suggested Citation

  • Christian Homburg & Heiko Schäfer & Janna Schneider, 2012. "Customer Retention Management: Making the Customer a “Fan”," Management for Professionals, in: Sales Excellence, edition 127, chapter 19, pages 251-269, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-642-29169-2_19
    DOI: 10.1007/978-3-642-29169-2_19
    as

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