Power Of Relationship Marketing
Keeping Customers For Life. Financial Times Series
Tony Cram's first book, published 1994 and reprinted 1996, addresses a priority issue: how you leverage the benefit of relationships to create superior customer retention.
More and more organisations are recognising that succcess depends above all, on getting and keeping the right customers. To do this marketing efforts should be centred on lasting relationships rather than closing the one-off sale. Seeing the importance of long-term customer retention is easy - but putting it into practice is more difficult. The Power of Relationship Marketing meets the need for a practical guide to the implementation of relationship marketing. Packed with examples and advice it follows a pattern of seven steps
Loyal staff - the 6 benefits of staff continuity plus a practical approach to inspiring and harnessing staff loyalty
Loyal customers - a new customer segmentation based on predisposition to loyalty with 12 key indicators
Learning organisation - understanding, responding to needs plus three ways to anticipte market trends
Relationship pricing - customer based pricing: three golden rules for relationshp pricing
Interactive communications - contact strategies including 14 strategies to boost word of mouth marketing
Staff training - service excellence through role models and legends, how to create lasting impressions
Relationship management - five skills to build commitment and strategies keep on track
These seven steps help marketers understand, plan and execute their relationship strategies
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What Reviewers Are Saying
Sir Colin Marshall, then Chairman of British Airways, wrote about this book
"The key to profitable growth for any enterprise is, and always has been, the achievement of market loyalty.
In "The Power of Relationship Marketing" , Tony Cram applies this simple, but vital, commercial imperative to the rigours and complexities of the highly contested global market-place of the future.
It is recommended reading for all those involved in the management of competitive business."