7 Keys to Marketing Genius: That's a Keeper
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
It is far less expensive to keep a customer than to get a new one. The best way to keep customers is to provide good customer service. It also is the best way to increase the return on investment. Many companies make the mistake of throwing dollars at the acquisition of new customers while ignoring current customers. A few dollars spent on customer retention through improved customer service, customized communications, and customer recognition programs will pay higher dividends than another mass marketing campaign to gain new ones.