
customers not subtract, add
relations Pablo Fernández and Roberto Friedmann
Many marketing executives continue to focus on product instead of focusing on managing customer relationships.
result? Give up the huge revenue potential that is hidden behind those existing customers that, apparently, are not profitable or not worth retaining.
In part this is because many marketing executives believe that if a customer segment is not profitable, it is best to discard it and focus efforts on attracting new segments with new or improved products. Unfortunately, this approach is consistently applied to individual customers, leading to fall in a harmful business practice "fire" customers, or give to new business with them. Despite the growing emphasis on customer who profess many companies, and the abundant literature on how to manage relationships with them, practices such as "redundancy" are still prevalent in the process of marketing these senseless actions in an emerging market .
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