Marketing for keeps: building your business by retaining your customers

Partial table of contents: Customer Retention: The Key to Growth and Profit. MOBILIZING THE PEOPLE AND THE ORGANIZATION FOR CUSTOMER RETENTION. To Know Them Is to Retain Them: Researching Customer Wants and Needs. Focusing on Your Best Customers: The 80/20 Rule. Empowered Employees: Your Greatest Asset for Keeping Customers. Internal Customers: Building Success from the Inside Out. BUILDING ORGANIZATIONAL COMMITMENT TO CUSTOMER RETENTION. To Err Is Human: Recovering Lost Customers. Keeping in Touch: Customer Retention Through Customer Contact. ORGANIZATIONAL INTEGRATION. Lead, Follow or Get Out of the Way: Translating the Customer Retention Model Into Management Action. The Buck Stops on Everyone's Desk: Staff Accountability for Customer Retention. Recognizing Good Work: Using Employee Incentives for Customer Retention. What Works Today May Not Work Tomorrow: Adapting Your Customer Retention Strategy. Epilogue. Notes. Index.